888 Tea and Coffee Partners with Tourism Malaysia for Teh Tarik Push

Malaysian beverage brand 888 Tea & Coffee has partnered with Tourism Malaysia to promote traditional teh tarik culture. The joint effort comes ahead of the Visit Malaysia 2026-2027 tourism campaign.

Under the agreement, the homegrown manufacturer becomes an official strategic partner for the national push. It will use the country’s pulled-tea culture to market local food and beverage heritage to incoming travellers.

Cultural marketing and national campaign rollouts

Organisers launched the collaboration in Putrajaya ahead of Merdeka Day 2026 under the campaign title Bersama Kita Tertarik. The brand also produced a multicultural musical collaboration featuring Malaysian performers Alif Satar & The Locos, Danny Koo, and Kidd Santhe.

Mohd Akbal Setia, deputy director general of promotions at Tourism Malaysia, said the project supports wider work to position the country as a primary gastronomy destination. Traditional kopitiam and mamak stall formats remain major entry points for culinary tourism across Southeast Asia.

Alvin Ang See Ming, executive director of 888 Tea & Coffee, said the family-founded merchant wants to connect traditional beverage rituals with modern retail and hospitality channels.

Beverage brands tap domestic heritage for regional reach

Heritage food and drink makers across Southeast Asia regularly lean on state tourism drives to defend domestic market share against imported ready-to-drink brands. Similar state-backed promotions in Thailand and Indonesia have helped turn traditional beverages into exportable packaged goods.

Tying product lines directly to national campaigns secures shelf visibility as retail channels prepare for higher tourist traffic.

Next, Tourism Malaysia and the brand will roll out promotional activations across transport hubs and retail trade counters through the official launch of Visit Malaysia 2026-2027.