Brands hop aboard Keretapi Sarong 2026 with activations across KL

"Keretapi Sarong" has become more than a Malaysia Day celebration. Ten years after the movement began, the annual "Keretapi Sarong" ('sarong train') has evolved into a cultural property that brands are increasingly looking to plug into, turning stations, public transport and even the journey itself into marketing touchpoints.

This year’s edition on 16 September will span 10 cities and bring together more than 20 brand partners, with companies across food, beauty, fashion, banking and hospitality finding different ways to insert themselves into the experience.

Rather than simply putting their logos on an event, brands are taking over stations, creating exclusive merchandise, bringing in celebrities and mascots, offering rewards and even developing collections inspired by the movement. 

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Organised by LOCCO, the movement will see participants dressed in sarongs, batik and other traditional attire gather at 11 Rapid KL stations before travelling together by public transport to a secret final destination. This year also introduces “Stesen wanita” (“Women’s station”), a new women-only gathering point at MRT Titiwangsa organised with Teman Girls, as well as the movement's musical debut with "Joget Sarong" ('Sarong dance'), an original theme song accompanied by a music video. 

Here are some of the brands getting on board this year: 

1. Maggi 

Official title sponsor Maggi is making KL Sentral one of its biggest touchpoints, with “Geng Maggi” ('Maggi gang') bringing together sarong-clad participants alongside brand goodies and appearances from Fimie Don, Kamal Adli and Bell Ngasri.

2. Hotel Indigo Kuala Lumpur on the Park 

Hotel Indigo Kuala Lumpur on the Park is extending the Keretapi Sarong experience beyond the train journey, offering the first 25 sarong-clad guests a discounted brunch at its Wokstar restaurant. The activation gives participants a reason to keep the celebration going after the event.

3. Ambank Group 

AmBank is turning MRT Mutiara Damansara into a performance space, with its Zumba Troupe joined by Inang Sari, Kolektif Kongsi Puisi and House of Sengalang. Its crew will also be on hand to welcome participants before they continue towards the secret final destination.

4. Watsons Malaysia 

Watsons Malaysia is taking its health and beauty proposition to UPM MRT Station, where participants can pick up giveaways and rewards while waiting for the festivities to begin. The brand is also bringing its ambassador Ayda Jebat to the station for a special performance.

5. Nando’s

Nando’s is turning its Sri Damansara Sentral MRT takeover into a joget ('dance') session, with its Barci mascot leading the dance alongside performances from Malaysian artists Leaism and Gaston.

6. Siti Khadijah 

Rather than keeping its modest fashion offering within the usual retail setting, Siti Khadijah is bringing its telekung and clothing range to MRT Kajang as part of the sarong-themed Malaysia Day celebration, putting the brand directly into the cultural moment.

7. Lightplus by Wardah 

Indonesian halal cosmetics and skincare brand Lightplus by Wardah is taking its activation to “Stesen wanita” ('Women’s station') at MRT Titiwangsa. Organised with Teman Girls, the new gathering point gives the brand a way to tap into a more targeted community within the wider celebration. 

8. WONDA Coffee

WONDA Coffee is bringing its caffeine proposition to LRT Subang Jaya, where it will energise participants on their way to the secret final destination. Selected winners can also take home a special-edition Touch ‘n Go NFC card preloaded with RM10.

9. BEHATI 

Rather than simply showing up at the event, Malaysian fashion brand BEHATI has created a collection specifically around Keretapi Sarong. Its “Sayang Malaysia” collection features 10 contemporary heritage looks, including three exclusive patterns, with one “Songket” design incorporating the logos of LOCCO, KTM and BEHATI.

The rest of the brand line-up includes KWSP, TGV Cinemas, Holiday Inn Express, Febreze, Beauty of Joseon, Nivea, KWC Fashion Wholesale, The Hype Cosmetics Outlet and Fipper.

With the celebration spread across 11 Rapid KL stations, the scale also gives brands multiple physical environments to work with, from transport hubs and retail spaces to food, fashion and entertainment experiences.

For Keretapi Sarong, that increasingly makes the journey itself part of the proposition. Brands are not just sponsoring where Malaysians end up, but finding ways to become part of how they get there.

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