KFC Malaysia marks Raya with new Riuh Rempah menu and community open houses

Kuala Lumpur, Malaysia – KFC Malaysia has launched its Raya campaign titled “Ini Baru Riuh”, featuring a festive-themed menu, a campaign film, and community activities aimed at celebrating the spirit of the season.

Developed in collaboration with VML’s Malaysian office, the campaign draws on insights into how younger Malaysians are celebrating Hari Raya today, combining traditional elements with contemporary expressions of the holiday.

At the centre of the campaign is the Riuh Rempah Series, a limited-time menu inspired by the bold and aromatic flavours commonly associated with festive Malaysian dishes. The offering includes the Riuh Rempah Crunch and Riuh Rempah Burger, which feature spiced seasoning and a rempah sauce incorporating the aroma of lengkuas.

Customers can order the 2-piece or 3-piece Ayam Riuh Rempah Combo starting from RM18.99, served with coleslaw, whipped potato and a medium carbonated soft drink. The Burger Riuh Rempah Combo, also starting from RM18.99, includes fries and a drink, while the Riuh Rempah Box Meal, priced from RM22.99, combines a Burger Riuh Rempah, one piece of Ayam Riuh Rempah, whipped potato and a medium drink.

The campaign also introduces Bucket Riuh, a sharing meal designed for Raya gatherings. Available in six-piece or ten-piece options starting from RM48.99, the bucket includes nuggets, a selection of sauces tailored to Malaysian tastes, fried chicken and sides. Each purchase also comes with a limited-edition “Ini Baru Riuh” Raya packet while stocks last.

As part of the campaign’s entertainment component, KFC collaborated with Malaysian singer Wani Kayrie and Rocketfuel Entertainment on the Raya music video “Kampung Kita”. The song combines modern Raya elements with traditional gamelan influences and is also featured in the campaign film starring Kayrie.

Beyond the promotional menu and film, the brand will organise a series of Sama-Sama Kongsi Raya open houses at selected outlets across Malaysia. The events aim to provide spaces for communities to gather and celebrate the festive season together.

The campaign also highlights KFC Malaysia’s ongoing community initiatives such as Kongsi Kasih, Kongsi Rezeki and Add Hope, which focus on supporting underprivileged families.

“We are truly humbled that KFC fried chicken has been part of Malaysians’ Raya celebrations,” said Hanim Mazam, chief marketing officer, KFC Malaysia. “With this Raya campaign and our open houses, we wanted to make those moments even more meaningful and lively with bold flavors and catchy Raya tunes – where one meal can spark laughter, sing-alongs, and memories that last well beyond the season. KFC is proud to do what we love, serving our communities during these festive moments that matter.”

According to VML Malaysia, the campaign was informed by proprietary research examining how younger audiences are shaping their own festive traditions.

“Youth aren’t walking away from tradition — they’re adding their own meaning to it. While family gatherings remain central to the celebration, many are also embracing more intimate moments with close friends, outside their homes at accessible spaces where they can relax, reconnect and create their own festive rituals.” said Karen Koay, head of digital experience & e-commerce at VML Malaysia.

The campaign was developed using VML’s Human First approach, supported by cultural insights and AI-enabled planning through WPP’s WPP Open platform, with the aim of connecting storytelling, experiences and digital touchpoints while remaining culturally grounded.