Julie's teams up with local scarf brand Tudung People for Merdeka release

Julie’s Biscuits is marking this year’s National Day with a cross-industry collaboration alongside popular local scarf brand TudungPeople, launching a limited-edition collectible designed to celebrate Malaysian heritage and unity.

At the heart of the campaign is the 'Rasa sayang' placemat, a practical yet decorative item that blends Julie’s iconic biscuit elements with TudungPeople’s signature floral motifs. Rasa sayang translates to "loving feeling" in English, it is also the title of a popular Malay song.

Don't miss: Julie's Biscuits serves snacks and smashes with pickleball activation

From now until 16 September, customers will receive one free placemat with the purchase of any two packs of Julie’s peanut butter sandwich 360g and/or cheese sandwich 336g, in a single receipt. Redemptions are available while stocks last at Aeon, Lotus’s, and Mydin outlets across Peninsular Malaysia.

The collaboration is part of Julie’s “Semangat Malaysia” ('Malaysian spirit') campaign, which taps into the nostalgia and pride many Malaysians feel during the Merdeka season.

“This campaign brings together two beloved Malaysian brands in a cross-industry effort that celebrates unity, creativity, and cultural pride,” said Sai Tzy Horng, director of Julie’s Biscuits. “We hope it inspires Malaysians to express their 'Semangat Malaysia' in their own way," he added.

The campaign also extends to an online-exclusive sticker sheet giveaway, featuring whimsical illustrations inspired by local culture — from nasi lemak (coconut rice dish) and kebaya (traditional Malay dress) to the Petronas Twin Towers.

Each design incorporates biscuit motifs and floral accents to reflect the collaboration. The sticker sheet is available on Julie’s official Shopee and Lazada stores with any purchase of the participating sandwich products, with no minimum spend.

Fazrena Aziz, founder of TudungPeople, said the partnership brought a sense of design-driven nostalgia. “Working with Julie’s felt like the perfect way to bring unity and shared memories to life,” she said. In conjunction, TudungPeople is also launching a 'Flavours' scarf collection on 6 August, featuring 11 prints inspired by Julie’s iconic snacks.

Two months ago, Julie’s Biscuits launched #WhereFlavourMeetsYourGame, which featured a four-day brand activation at Sunway Pyramid, Malaysia. The brand tied taste and play together in one interactive space with a pickleball court themed according to its sweet chili cheese and sour cream and onion biscuit flavours.

Earlier in May, the biscuit brand also took a fashionable turn with its "Charm clutch", a limited-edition handbag inspired by its luxury dessert biscuit, Charm. The campaign kicked off with a guerilla activation at Pavilion Kuala Lumpur, where a sharply dressed bodyguard was stationed next to the display of the clutch, guarding it like a piece of fine jewellery.

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