Julie’s brings festive traditions to life through immersive CNY experience

Julie’s Biscuits is ushering in the Year of the Horse with the return of its annual Chinese New Year roadshow, unveiling a five-day experiential pop-up at Pavilion Bukit Jalil designed to blend festive traditions with immersive brand storytelling.

Running from 14 to 18 January 2026 at the mall’s Centre Court, the “Unlock a joyful new year” roadshow transforms the space into a serene, photo-worthy festive sanctuary inspired by The Peach Blossom Spring, a classical Chinese literary work that imagines a hidden utopia removed from the rush of everyday life.

According to Julie’s, the activation is intended to go beyond spectacle, offering visitors a moment to slow down and reconnect during the typically hectic festive season. In an exclusive comment to A+M, Director of Julie’s Biscuits, Tzy Horng Sai, said that the campaign was rooted in emotion rather than excess.

“Chinese New Year is less about spectacle and more about the emotions we return to each year, such as reunion, love and the joy of being together. 'Unlock a joyful new year' is an invitation for families and friends to step into a space where time softens, conversations linger and shared moments take centre stage,” he explained. In essence, the brand views festive activations as meaningful touchpoints rather than one-off celebrations.

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"Every detail of the environment was designed to feel gentle and immersive, allowing visitors to momentarily set aside the demands of the season and reconnect with one another," added Sai. Designed to resemble an ancient riverside Chinese village, the roadshow features peach blossom trees and calming scenic elements that symbolise harmony, renewal and new beginnings. Two dedicated photo zones anchor the experience: the 'Fortune-welcoming canal', where visitors can pose aboard a boat, and the 'Bridge of harmonious union', which represents reunion and togetherness during the festive period.

As with previous Chinese New Year activations, Julie’s Love Letters are in the spotlight. This year also marks the return of Love Letters Mocha, which was introduced last year and returns following strong consumer demand. The flavour blends roasted coffee notes with chocolate and Julie’s signature crunchy wafer roll.

Customers can also redeem a range of exclusive festive gifts with purchase, created specially for the campaign. These include a mandarin orange-inspired 'Fortune tea set' with a minimum spend of RM188, a 'Fortune teacup' blind box with every RM38 spent, and a 'Huat-huat porter bag' for purchases of RM50, limited to the first 200 redemptions daily. Customers who purchase four Love Letters tubs will also receive a Julie’s mini ceramic casserole. All redemptions are stackable when purchase criteria are met, and every purchase comes with a set of Julie’s angpao, while stocks last.

Reflecting on the role of exclusive festive merchandise in the campaign, Sai said the gifts with purchase were designed to extend the experience beyond the roadshow. “They transform fleeting moments into keepsakes that carry the celebration home. Our approach to the Year of the Horse remains true to how our products have always been shared, not hurriedly, but thoughtfully, with warmth and intention across generations,” he added.

Beyond retail, the pop-up features complimentary sampling of Julie’s Love Letters and Wafer Cubes in Chocolate Hazelnut and Peanut Butter flavours. Visitors can also take part in family-friendly activities, including a wishing ritual at the 'Wellspring of auspicious wishes' and colouring sessions for children at the 'Prosperity courtyard'.

Roadshows and experiential pop-ups have long been a familiar part of Julie’s marketing playbook. Back in September 2025, the brand rolled out a brand activation, themed “Second stomach”, with a roadshow at Pavilion Bukit Jalil. The activation is built around the Malaysian belief in a “secret second stomach” reserved for desserts and snacks, even after a full meal. Designed as an immersive walkthrough, the roadshow highlights Julie’s Waffles in butter, coffee, and coconut flavours.

Visitors begin at a “full stomach” installation before entering the “second stomach” zone, which features interactive setups such as a coffee-themed slide and a coconut-inspired pool lounge. Each flavour zone also includes an aroma experience, reinforcing the multi-sensory theme.

In June 2025, Julie's blended bold tastes with sporting thrills in its latest campaign, #WhereFlavourMeetsYourGame, rolling out a four-day brand activation at Sunway Pyramid, Malaysia. The activation invited shoppers to sample two of the brand’s punchy flavours - sweet chili cheese and sour cream and onion - while taking a swing at pickleball on a court set up right in the mall. It aimed to draw footfall and flavour fans alike, tying taste and play together in one interactive space. The tagline “Where flavour meets your game” returns as a rallying call for both snack lovers and sports enthusiasts.

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