Kuala Lumpur, Malaysia – ZUS Coffee, a Malaysian coffee shop chain, celebrates its local roots in its ‘Made in Malaysia’ campaign, made in collaboration with advertising agency Fishermen Integrated.
While honouring its heritage, ZUS Coffee’s campaign encourages other homegrown brands to be proud of being made in Malaysia. Its mission is to elevate the profiles of locally-made brands.
With a new ‘Made in Malaysia’ logo that is available for free use, the company urges other local brands to wear the mark of their roots with pride. The logo features elements that speak of the country’s identity while being touched by the humorous description of Malaysia, which is “Below Thailand, Above Singapore, Not Indonesia.”
ZUS Coffee also released ‘Made In Malaysia, Dicintai Dunia,’ a five-minute film that embodies the campaign’s mission. The company stays true to its aim to elevate other local brands by featuring them, including Inside Scoop, Spritzer, Munchy’s, BananaBro, Pestle & Mortar Clothing, HYGR, and Pos Malaysia. Malaysian personalities are also featured in the film.
“There is greatness made in Malaysia every day. But we realised most homegrown brands seem reluctant to display the ‘Made in Malaysia’ label prominently. It is usually found near disclaimers at the bottom, or tucked away at a corner in small print. This trend contrasts sharply with other places such as Europe, where ‘Made in France’, ‘Made in Germany’ or ‘Made in the United Kingdom’ are displayed with pride. We saw an opportunity for ZUS Coffee — a proudly Made-in-Malaysia brand — to take the lead and help correct this,” Fishermen creative director, Andrew Perera, said
“The goal was simple: to create a mark that Malaysian products can proudly showcase. ZUS Coffee has made the logo available for all to download, share and use for free. This will hopefully start the transformation of ‘Made in Malaysia’ from a footnote into a brand of its own, and build a newfound sense of pride in being ‘Made in Malaysia’ among local businesses,” Perera added.
“The campaign just launched and we are already receiving so many positive responses. It’s one big ‘Buatan Malaysia’ family coming together for a common cause — celebrating and inspiring pride in Made-in-Malaysia businesses. As another homegrown brand, we are humbled to be part of this initiative that showcases the incredible local brands that make Malaysia unique,” Fishermen co-founder and managing director, Mark Darren Lee, said.
“A special shoutout to our Fishermen team for creating something that feels more than just an ad. What makes this Malaysia Day film truly remarkable is how each brand embraces its identity while contributing to something bigger. Seeing multiple brands united for a good cause is what makes this campaign so meaningful,” Lee added.
Meanwhile, ZUS Coffee Creative Director Shafiqah Othman commented, “The most exciting part of this journey is collaborating with incredible partners and brands, bringing them all together under one roof like a family reunion. We believe that businesses should uplift one another while also providing platforms for local artists and talents to shine. We take immense pride in the talent, creativity and innovation that Malaysia nurtures, and it fills us with purpose to share this with the world. Our campaign video, released in conjunction with Malaysia Day, is a heartfelt tribute to the spirit of excellence that unites us as Malaysians. Working with Fishermen Integrated to bring this vision to life has been a beautiful part of this journey. We are incredibly excited to continue championing Malaysian greatness, now and always.”
‘Made in Malaysia’ is an addition to ZUS Coffee’s ‘Buatan Malaysia’ campaign in 2023. This year, it will run until Nov. 2, ZUS Coffee’s fifth anniversary, and conclude with the music festival, ‘Made in Malaysia: Lokal Kasi Vokal.’
