Carlsberg Malaysia kicks off multi-sensory celebration with collabs and live music

Carlsberg Malaysia is inviting fans to spice up their lives, and cool it down in style, with the launch of World of Smooth 2025, a multi-sensory celebration that fuses fiery food, smooth beer, surprise drops, and live music. Running from September to November, the campaign aims to transform everyday hangouts into unforgettable moments, all under the banner of #BestWithCarlsberg.

The festivities kick off with the "Smooth & spicy food trail", a nationwide journey across Malaysia’s hottest eats, showcased as a social video series. Each stop pairs bold, spicy flavours with Carlsberg Smooth Draught’s silky finish and refreshing body, highlighting Malaysia’s beloved fiery cuisine. To bring the experience to life, Carlsberg teamed up with KL Foodie and several content creators, who embark on foodie adventures across the country, showing how every spicy meal is elevated with a cold Carlsberg.

Don't miss: Carlsberg creates retro streets and vibes with Jalan Carlsberg in SG

The first episode features K-Lao Lay Kar Heng (@klayheng), Sai (@sai_cx), and CJ Janesh (@cj_janesh) at Five Thousand Years KL, sampling Chinese dishes such as mapo tofu and steamed fish fillet with chilli peppers. Episode two follows Sai and Moses (@moseswck) in Penang at Frandy Thai Kitchen, enjoying authentic, tongue-tingling Thai fare.

In the third episode, Lay Kar Heng and Michie Lam (@michieeelam) visit Samfu Nyonya Restaurant in Malacca to try local specialties like kurau cili garam (threadfin in spicy paste) and babi chilli garam (spicy stir-fried pork belly). Next, Moses and CJ head to Ba Shu Spring in Johor for a fiery mala hotpot, embracing “good food, good vibes, and the smoothest beer.” For the finale, the original trio reunites at Jinjang Mei Gai Hup, sampling a variety of iconic Malaysian Chinese seafood dishes.

For those chasing convenience with a kick, Carlsberg has teamed up with MiX store to launch the "Smoothest self-heating steamboat set". Ready in just 15 minutes, the portable steamboat lets consumers customise their beer intensity (pouring 100%, 50%, or 30%) to suit their preferred smoothness. With punchy soup bases and premium ingredients, it promises a fiery yet balanced meal on the go.

“Food is at the heart of Malaysian culture, and our passion for spicy flavours deserves to be celebrated alongside the effortlessly smooth brew that is Carlsberg Smooth Draught,” said Olga Pulyaeva, marketing director of Carlsberg Malaysia. “From spicy food collabs to the coolest tunes, this campaign brings together everything that’s made #BestWithCarlsberg.”

The campaign culminates with "CarlsCrib: Smooth edition", a two-day experiential takeover at Sentul Depot, Kuala Lumpur, on 14–15 November. Designed for foodies, music fans, and beer lovers, the event will feature a curated line-up of spicy food flavours, escalating heat challenges, and ice-cold Carlsberg Smooth Draught at every turn.

Music will take centre stage with a mix of local and international acts. Hong Kong singer and actress Shiga Lin leads the line-up with her Fiery Heatwave set, supported by Tydel’s smooth sonic vibes and YuNoHoo’s Indian-influenced rap rhythms. DJs from across the region, including Italy’s DJ Angemi and Thailand’s DJ Roxy June, will spin alongside local favourite DJ Tick, while Fang Kong delivers raw, immersive live performances.

Carlsberg also launched a limited-edition series of mini-Bluetooth speakers, available in mystery blind boxes showcasing five vibrant designs plus one secret exclusive version, adding an auditory dimension to the multi-sensory World of Smooth experience.

This isn’t the first time Carlsberg Malaysia has teamed up with KL Foodie and local content creators for a social series. In 2024, the brand ran its “Hot & Spicy Trail”, featuring Joseph Lee (@jobroseph) and Moses Wong showcasing how dishes like Korean army stew, Chinese BBQ skewers, mala specialties, and chicken wings pair perfectly with a cold Carlsberg.

More recently, in April, Carlsberg brought football fans together for game-night action ahead of the Liverpool FC vs Arsenal match. The campaign included a viewing party, a social video series “Don’t Say Bojio”, and an “All in for Game Nights” spot featuring Sai, Lay Kar Heng, CJ Janesh, and Moses Wong under the #BestWithCarlsberg banner. Fans also had the chance to win tickets to catch a live match at Anfield, UK, and the campaign culminated in a two-night Carls Crib event celebrating football, music, and, of course, an ice-cold Carlsberg.

Related articles: 
Carlsberg turns cab shifts into match-day magic in surprise fan stunt
Carlsberg pays tribute to Liverpool FC The Reds with branded sailboat in HK
Carlsberg celebrates local traditions with 'mesmeRICEsing' cans