Julie’s unlocks the ‘second stomach’ with immersive waffle roadshow

Julie’s Biscuits has rolled out its latest brand activation, themed “Second stomach”, with a roadshow taking place at Pavilion Bukit Jalil from 3 to 7 September 2025.

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.

Don't miss: Julie's teams up with local scarf brand Tudung People for Merdeka release

The event features free product sampling and a blind box giveaway. Customers who spend RM30 on Julie’s Waffles can redeem one of four collectible figurines, including characters inspired by the brand’s waffle flavours—Goldie, Kel, and Moka.

Tying into its "Second Stomach" campaign, the biscuit brand has also released a series of visuals showing different characters with X-ray-style views of their "second stomachs" as they enjoy Julie’s waffle biscuits in butter, coconut, and coffee flavours.

Julie’s said the roadshow aims to create a playful, family-friendly experience that builds stronger connections with consumers through both sampling and gamified engagement. "We are always looking for fresh ways to surprise and delight our customers. The idea of the ‘second stomach’ captures the joy Malaysians feel when dessert appears at the table, and we wanted to bring that joy to life in a bigger way," said Tzy Horng Sai, director of Julie’s Biscuits.

"This roadshow combines taste, play, and discovery from interactive zones to our blind box collectibles, showing that Julie’s is about more than biscuits, it’s about creating moments of happiness," he added. 

In tandem, Valentina Ho and Joeann Tan, copywriter and art director of Julie’s creative agency, GOVT said, "Everyone jokes about having a second stomach for dessert, so for this event activation, we thought: what if we could turn that into something you could actually step into?"

"We designed the 'Second stomach' as a whimsical wonderland where the waffles flavours come alive, each with their own personalities. Together, they show that you never really have to choose between your cravings because your second stomach always finds room," they added. 

Julie’s has been experimenting with experiential campaigns in recent months. In June, the brand rolled out its #WhereFlavourMeetsYourGame activation at Sunway Pyramid, which paired bold flavours such as sweet chili cheese and sour cream and onion with pickleball matches staged inside the mall. The campaign aimed to boost footfall while tying taste and play into one interactive space.

For Merdeka month, Julie’s Biscuits hopped onto a cross-industry collaboration alongside popular local scarf brand TudungPeople, to launch 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.

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