Malaysia — Pizza Hut Malaysia has partnered with homegrown comic character Bichi Mao to launch ‘Feed Good Times, Not The Feed,’ a new campaign encouraging young Malaysians to step away from their screens and reconnect through shared meals and real-life experiences.
The campaign builds on Pizza Hut Malaysia’s wider ‘Feed Good Times’ platform, using one of Malaysia’s most recognisable internet characters to spark conversations around digital wellbeing while reinforcing the brand’s role in bringing people together.
Created in collaboration with artist Olive Yong, Bichi Mao has amassed more than 2.4 million followers through its relatable humour and everyday comics, forming a partnership that aims to connect with Gen Z and young millennials who are increasingly experiencing digital fatigue despite spending more time online.
Rather than telling people to stop using social media, the campaign reframes mealtimes as opportunities to pause, put phones aside, and enjoy meaningful moments with friends and family.
Running from 29 June, the collaboration introduces limited-edition Bichi Mao packaging across Pizza Hut Malaysia’s MyBox and Hut’s Sliders meals nationwide. Customers will also receive collectible sticker packs, while participating restaurants feature playful in-store elements such as phone docking stickers where Bichi Mao can “guard” customers’ devices during meals.
The campaign also extends online through free downloadable Bichi Mao wallpapers, original comic strips, creator collaborations and a series of animated short films featuring the character breaking the fourth wall to encourage viewers to spend less time scrolling and more time enjoying real-world moments.
From 15 July, selected Pizza Hut outlets will also offer limited-edition Bichi Mao merchandise, including shaker acrylic standees and keychains, available with qualifying meal purchases while stocks last.
By combining a popular local intellectual property with relatable storytelling, Pizza Hut Malaysia is using the campaign to strengthen its connection with younger audiences while reinforcing its brand message around meaningful social experiences beyond the screen.
The Pizza Hut x Bichi Mao collaboration is available via Pizza Hut Malaysia’s app and website, as well as through dine-in, takeaway, Foodpanda, and GrabFood at participating outlets nationwide.
