How ZUS Coffee leaned into music and physical experiences with 'Drip & Drop'

ZUS Coffee kicked off 2026 by doubling down on physical, community-led brand experiences, hosting its Drip & Drop music event at its destination outlet at PD Waterfront, Port Dickson, on 3 January. The seaside activation marked the Malaysian leg of the brand’s regional Drip & Drop series, which previously ran in Singapore and the Philippines, and reflects ZUS’ growing focus on blending coffee culture with music, lifestyle and local communities.

Set against the coastal sunset of Port Dickson, the event featured local DJs Jemput Dengar and Iylia, transforming the PD Waterfront outlet into a laid-back coffee and music hangout. Beyond live sets, the activation was designed as an immersive brand moment, encouraging customers to linger, connect and experience ZUS beyond the transactional coffee purchase.

According to Tony Thein, co-founder and chief executive officer of ZUS Coffee Malaysia and Singapore, physical activations such as Drip & Drop allow the brand to move beyond the cafe counter. While ZUS continues to expand access to its specialty coffee through FMCG products and retail formats, on-ground events create face-to-face moments that build emotional connections and reinforce its community-driven positioning.

“Physical activations enable us to move beyond transactions and build genuine emotional connections, face to face,” Thein told A+M. “With coffee deeply ingrained in daily life, these experiences allow us to unite the community, brew connections, and create spaces where culture, creativity and everyday life intersect.”

Don't miss: ZUS Coffee turns up the beats with its first-ever Singapore coffee rave

The PD Waterfront edition was intentionally staged at one of ZUS’ most distinctive outlets. The location, which doubles as a destination store, showcases not only the brand’s beverage menu but also its growing range of merchandise and instant products made with premium Arabica beans and locally sourced Liberica coffee beans. The music event was designed to enhance that destination appeal, encouraging customers to unwind while engaging with the broader ZUS ecosystem.

Thein added that the strong turnout at the PD venue and atmosphere reflected what success looked like for the brand, customers staying on, connecting with one another, and experiencing ZUS as part of a lifestyle moment rather than a quick stop.

The Port Dickson outlet itself draws inspiration from the area’s laid-back beach culture, featuring surfboard motifs, natural textures, beach seating and expansive waterfront views. The design reinforces ZUS’ intention to embed itself within local communities, whether serving joggers on morning walks, beachgoers during the day, or sunset crowds in the evening.

"Drip & Drop also signals a broader brand direction for ZUS as it looks to stay culturally relevant with younger audiences. Alongside music events, the brand has increasingly leaned into creative and culture-led collaborations, including dance and music content, to meet consumers where passion points already exist," shared Thein.

While each market will continue to have its own localised expression, Thein said ZUS sees strong potential in continuing experiential, culture-driven activations across its footprint. The PD Waterfront stop marked the close of the Drip & Drop series for now, but points to how the brand plans to evolve its engagement strategy in the region.

Fresh off opening its 1,000th store globally, ZUS Coffee’s music-led activation underscores how Southeast Asian F&B brands are increasingly using physical experiences to build relevance, community and cultural resonance, one cup, and one beat, at a time. In August, Marriott Bonvoy rolled out a travelling coffee rave across Malaysia titled “Brew with benefits”, blending café culture with music, storytelling, and national pride. The campaign transformed hotel cafés and lounges into lively social spaces featuring limited-edition coffee creations and cultural experiences designed to connect guests through a shared love of coffee.

That same trend continued into October, when Wonda Coffee hosted its first daytime coffee rave in conjunction with Malaysia Day. The event combined music, culture, and ready-to-drink coffee in a high-energy, alcohol-free setting — a reflection of the growing demand among younger consumers for immersive yet health-conscious experiences.

Related articles: 
ZUS Coffee’s 'We’re closing' prank brews massive love from Malaysians
ZUS Coffee expands 'Koleksi corak Malaysia' with new state-inspired designs 
ZUS Coffee's plushies return with an emotional twist