Burger & Lobster makes comeback at Resorts World Genting with K-drama flair

Burger & Lobster at Resorts World Genting (RWG) is back in the spotlight, returning with a campaign that blends indulgent dining with the irresistible pull of K-drama storytelling.

Titled “Fusion flavors meet K-Drama vibes”, the campaign marked more than just a menu revival. It reintroduced Burger & Lobster as a destination dining icon by turning food into theatre, and cravings into conversations. Since its debut at RWG in 2016, the restaurant had built a name for itself, but the buzz dimmed post-pandemic.

With its latest campaign, RWG sought to reignite excitement, drawing new audiences and reaffirming its role as a hub where culture, leisure, and food converge.

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Leaning into what it calls “crave culture,” RWG looked to craft experiences that mirrored the drama and anticipation of K-entertainment. Cinematic short-form reels teased molten pours and sizzling plates designed to stir desire, while collaborations with food publishers such as KL Foodie and Rojak Daily amplified reach. The campaign also tapped into the influence of K-culture through partnerships with influencer Tara Choi and travel creators, ensuring the buzz spread across digital platforms.

Offline, branded storytelling extended to OOH at SkyAvenue and GHPO cable car stations, transforming daily commutes into touchpoints of intrigue. To further drive footfall, RWG launched a limited-time 60% promotion, timed alongside publisher pushes, to convert appetite into action.

Kristine Lim, vice president of marketing at Resorts World Genting Burger & Lobster, said the revival was designed to be as captivating as a drama cliffhanger. “Every great K-drama has its cliffhanger, and every great meal has its twist. Together with dentsu Malaysia, we gave Burger & Lobster both, serving a comeback that is as binge-worthy as it is delicious, and turning dining into a story our guests could not wait to taste, share, and fall in love with all over again,” she added.

The campaign was developed in collaboration with Dentsu Malaysia, which shaped the multi-layered media strategy. Gillian Chan, director of client leadership at Dentsu Media Malaysia, noted that K-dramas inspired the comeback approach. “K-dramas capture hearts because they know how to stir anticipation, deliver surprise, and leave audiences wanting more. That was our inspiration in bringing Burger & Lobster back into the spotlight, driving it to Resorts World Genting as the destination where the flavours always delight,” she said.

Positioned as a revival that blends flavour with culture, the campaign highlights RWG’s effort to transform dining into an experience, reaffirming its reputation as a stage where food, entertainment, and cultural storytelling collide.

Earlier in July, RWG launched Juara Genting (Genting champion), its first-ever creator-led reality series. Aired exclusively on TikTok, the six-part show puts a fresh spin on the reality genre by placing popular content creators, such as Cupcake Aisyah, Sharina Richie, SRG Kramm, and SRG Sekys, at the heart of high-energy challenges within the resort’s theme park attractions.

Designed for fast-paced, mobile-first viewing, Juara Genting pits two contestants against each other in action-packed tasks set against the colourful backdrop of Genting SkyWorlds.

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