Jasmine Food blends heritage, tech and community in Merdeka mural campaign

Jasmine Food is marking Malaysia’s National Day and Malaysia Day with a campaign that merges heritage and technology, with an interactive mural in Kuala Lumpur powered by AI and AR features.

Located along Jalan Kamunting, the artwork celebrates Malaysia’s rich traditions and diverse communities through the country’s favourite staple, rice. The mural depicts everyday scenes of warmth and togetherness, from village kitchens to city dining tables, underscoring rice as a timeless symbol of comfort and unity.

The initiative, carried out in collaboration with Dewan Bandaraya Kuala Lumpur (DBKL), also supports the city’s push to turn Jalan Kamunting into a cultural hub for food, arts and heritage.

Don't miss: KFC paints Malaysian pride with murals and artist collabs for Merdeka

Alan Kwong, chief operating officer at Jasmine Food Corporation, said the mural goes beyond beautification. “This project is meant to invite our communities and international visitors to explore the stories, flavours, and artistry that make Malaysia truly special,” he explained.

To amplify the celebration, Jasmine Food gave away 1,000 packs of nasi lemak at the last KL Car-Free Morning on Sunday (7 Sept). “We chose nasi lemak because it is Malaysia’s iconic dish, a true reflection of our diverse and colourful culture,” Kwong added.

What sets the campaign apart is its interactive element. When scanned with a smartphone, the mural comes alive through AI and AR technology, turning static art into a digital storytelling experience. Jasmine Food said the combination of tradition and modern tech reflects its commitment to keeping heritage relevant in a digital-first world.

The brand has also launched a “Snap & win” contest to drive engagement. Visitors are invited to take creative photos with the mural and share them on Facebook or Instagram with the hashtag #NasiWarisanKita. Running until December 2025, the contest will reward winners with Jasmine Food’s rice and coconut milk products.

Jasmine Foods isn't the only brand brightening up the streets of KL this National Day and Malaysia Day, as KFC Malaysia also celebrated with a campaign that blends fried chicken with fine art, turning 14 of its outlets into vibrant canvases of Malaysian pride.

The 2025 edition of "KFC cara kita" (“KFC our way”) sees the fast-food giant teaming up with 11 homegrown artists to tell uniquely Malaysian stories through mural art. Each of the 14 murals is distinct in style, ranging from street graffiti to cultural realism, but all share the common theme of celebrating togetherness and local flavour. Some artists drew from childhood memories of KFC family meals, while others envisioned a future Malaysia where culture and cuisine thrive side by side.

Earlier in April, Jasmine took an unconventional turn this Ramadan with the launch of two digital-first content initiatives: "Dapur irama" ('Rhythm kitchen'), a musical recipe series, and "Seharum bunga jasmine" ('The scent of jasmine flowers'), a TikTok-exclusive vertical drama. The campaign signalled a growing shift among legacy brands toward entertainment-based content, as younger consumers increasingly gravitate toward short-form and mobile-native formats.

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