Ai-CHA Malaysia celebrates its 300th store with KL activation

Indonesian-born tea and ice cream brand Ai-CHA is celebrating a record-breaking milestone in Malaysia with a vibrant consumer event at Fahrenheit 88, Kuala Lumpur. The four-day activation, themed “Ai-CHA love you 300X,” marks the brand’s rapid expansion to 300 outlets nationwide within just one year.

The celebration, running from 19 to 22 June, features a series of public-facing activations designed to engage fans and passers-by. Highlights include a striking display of 300 penguin figurines, a playful tribute to Ai-CHA’s brand mascot, CACHA, alongside giveaways, food sampling, and meet-and-greet opportunities with local actors such as Arabella Ellen, Siti Hariesa, and Muaz Zabir. 

The activation at Fahrenheit 88 is part of Ai-CHA’s wider marketing effort to build brand affinity through offline experiences. Leading up to the event, the company embarked on its “300X celebration tour” across Peninsular Malaysia, Sabah and Sarawak, engaging fans through ice cream giveaways, interactive games, and mascot appearances.

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The event at Fahrenheit 88 also invites visitors to experience Ai-CHA’s playful brand world and celebrate what it calls a “300X love letter” to Malaysian fans. Visitors are also encouraged to share photos using the hashtag #AiCHA300Stores for a chance to win limited-edition merchandise.

Ai-CHA told A+M, that the main objective of the "Love you 300x" event is to raise brand awareness, and showcase the business' growth momentum in a memorable way. It is also using the event to drive trial among new customers, particularly by introducing them to its signature offerings. 

Besides the four-day on-ground activation, Ai-CHA has also tapped key opinion leaders (KOLs), key opinion consumers (KOCs), social media, and media publications to drive further engagement.

“We’re building a brand that Malaysians can connect with,” said Vincent Ong, country director of Ai-CHA Malaysia. “This milestone reflects not only the strength of our franchise model, but also the strong reception we’ve had from local communities across the country," he added. 

Priced between RM2 and RM7, Ai-CHA’s range of beverages and frozen treats has found a strong following among young adults and families. The brand attributed its fast growth to a simplified, low-capital franchise model, enabling quick expansion from major cities to smaller towns.

To further commemorate its milestone, Ai-CHA is launching the “My Malaysia magnet collection” campaign starting 30 June. Customers who spend RM15 or more will receive one of 13 exclusive fridge magnets, each designed around a Malaysian state and its iconic symbols, such as Mount Kinabalu and the Rafflesia flower. 

In recognition of its achievements, Ai-CHA was awarded the titles of “Most ice cream chain stores opened in a year” and “Most beverage chain stores opened in a year” by the Malaysia Book of Records. The brand also received the National Consumer ction Council's consumer choice award, which was granted following an independent audit assessing store quality and customer satisfaction.

When asked about going head to head with intense competition within the Malaysian ice cream and tea beverage scene, Ong told A+M that Ai-CHA sees this as an opportunity to differentiate itself with a clear and consistend brand direction.

"One of our key strategies is to highlight our Indonesian brand origin, using it as a unique storytelling angle, which includes collaborations with Indonesian brand partners and building Indonesian icons within our store interiors to create a distinct atmosphere that sets us apart," he added. 

At the same time, we will continue offering quality new drinks that appeal to a wide audience at a price range of between RM5 and RM7. This balance of affordability, authenticity, and innovation will remain our focus.

Ai-CHA currently operates in nine countries, including Thailand, Vietnam, the Philippines, Brunei, and its home market of Indonesia. In Malaysia, the brand plans to expand further into suburban and semi-urban areas, particularly in East Malaysia. Select outlets will also begin offering hot food items such as fried chicken and French fries, as part of a broader strategy to position Ai-CHA as a casual snacking destination.

Prior to running its 300X celebration tour, Ai-CHA ran several other campaigns, such as a "Penuh kasih" ('Full of love') photo contest in April, in conjunction with the Raya festive period. This followed its "Rasa bahagia" ('Feel joyful') photo contest which took place in March. 

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