Is placemaking the future of FMCG marketing?

Goodday Milk is stepping beyond the dairy aisle with the launch of The Goodday Milk Factory, a five-acre lifestyle and community destination in Section 13, Petaling Jaya.

Located along Jalan Semangat, the space marks a bold evolution for the Etika-owned brand, transforming a former industrial site into what it describes as an everyday community hub centred on food, fitness and connection.

Rather than positioning the venue as a one-off attraction, The Goodday Milk Factory has been designed as a one-year placemaking concept that fits seamlessly into daily routines. From morning workouts and casual lunches to weekend family outings and evening gatherings, the space is built around how people naturally move through their day.

Conceived by Lotus Capital, known for its community-driven destinations spotlighting independent F&B brands and culture, the collaboration reflects a shared ambition to create a welcoming, accessible environment. For Goodday Milk, it is also a physical expression of its long-standing belief in “Healthy living made easy”.

Don't miss: How this brand is using open houses to connect beyond the counter this CNY

Amy Gan, vice president of marketing at Etika, said the initiative represents the brand’s evolution from a product-focused presence into a broader lifestyle role. She explained that rather than creating a polished and distant environment, the team chose to embrace the industrial character of the site. That authenticity, she said, mirrors Goodday’s belief that wellbeing is built through everyday habits, real connections and shared experiences.

The space preserves its rustic structure while introducing playful design touches. Murals inspired by cow patterns are reimagined into expressive patches celebrating different personalities and daily moments, reinforcing the brand’s “Where Good Days Come Together” platform.

Anchoring the destination are a HYROX-affiliated workout studio by Backyard Training and community pickleball courts operated by The Backyard Pickleball. A food hall brings together familiar local names including Nasi Lemak Burung Hantu, alongside other homegrown offerings and a range of Etika beverages such as Goodday Milk, Pepsi and Wonda.

Flexible event spaces are also available for community gatherings, brand activations and private functions, positioning the venue as a multi-use neighbourhood destination.

Karthiik R. Doraisingam, managing director of Lotus Capital, said the initiative aligns with broader placemaking momentum tied to Visit Malaysia 2026 and Visit Selangor 2026. He noted that the goal is to create an approachable and vibrant destination that people can explore, enjoy and return to as part of their everyday lives.

To mark its opening, the first 1,500 visitors will receive complimentary servings of Nasi Lemak Burung Hantu paired with Goodday Milk. Product sampling and Etika beverages will also be available throughout the venue, with a traditional lion dance performance ushering in the upcoming Chinese New Year celebrations.

With The Goodday Milk Factory, Goodday is not just selling milk. It is staking a claim in the lifestyle and community space, tapping into younger consumers’ appetite for shared experiences, movement and meaningful connections.

Related articles: 
Tyson Yoshi launches new lifestyle platform 'HOUSEofVILLAIN'
Volkswagen MY blends car rides and pet perks with new lifestyle collection 
HYROX record crowd shows fitness is where brands flex muscle