Julie’s brings its biscuit factory to life for Merdeka

Julie’s is taking its biscuits to new heights this Merdeka, bringing its first-ever “A mini factory adventure” roadshow to Resorts World Genting as it turns a familiar childhood snack into an immersive family experience.

Running until 23 August at Kimhua Atrium, SkyAvenue, the activation transforms the space into a miniature Julie’s biscuit factory, inviting visitors to step into the world behind two of the brand’s longstanding favourites, 'Peanut butter sandwich' and 'Cheese sandwich'. The experience is designed to celebrate not just the biscuits themselves, but the Malaysian craftsmanship, creativity and sense of togetherness that Julie’s says have shaped its story.

For Julie’s, the choice of Genting Highlands marks a new setting for a brand deeply rooted in Malaysian homes. Founded in Melaka in 1985, the biscuit maker has grown from a homegrown brand into an international name, with its products now sold across more than 80 countries. Bringing the "Mini factory adventure" to Genting for the first time gives the brand a chance to revisit that journey while putting a playful spin on the factory experience for families during the Merdeka season.

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Across the atrium, visitors can explore a series of interactive stations designed to bring the biscuit-making journey to life. At the “Peanut butter cloud”, guests can sink into an oversized Julie’s biscuit-shaped cushion for a photo, while “Be the biscuit maker” lets visitors step behind a mock production line and pose as part of the factory crew.

Those looking to sample the goods can head to “The signature selection”, where Julie’s 'Peanut butter sandwich' and 'Cheese sandwich' are available to try. Meanwhile, “The flavour passport” takes visitors beyond Malaysia, mapping Julie’s presence across the more than 80 countries where its biscuits are sold. There is also “The sweet escape”, a dedicated resting area where families can take a breather between activities.

The experience comes with a little something to take home too. Shoppers who purchase any four 360g or 336g handy packs of Julie’s sandwich biscuits can redeem a 'Peanut butter sandwich' convertible plushie keychain, while stocks last. The playful collectible starts out as a biscuit-shaped bag charm before unfolding into a tote bag, giving the Merdeka souvenir a practical twist.

At the heart of the experience are the 'Peanut butter sandwich' and 'Cheese sandwich', two of the earliest products created by Julie’s and biscuits that have helped establish the brand as a household name. The 'Peanut butter sandwich' pairs crispy, lightly salted crackers with a rich peanut butter cream, while the 'Cheese sandwich' combines the same golden crackers with a mildly sweet and savoury cheese cream.

“As a company that is proud of its Malaysian roots, we have always believed that Julie’s is more than just a brand that sells biscuits. We are part of the Malaysian story,” said Tzy Horng Sai, director of Julie’s Biscuits.

“Bringing ‘A mini factory adventure’ to Genting Highlands for the first time is our way of celebrating that story with families in a whole new setting, especially during this meaningful Merdeka season,” he added.

The Genting activation is the latest in Julie’s growing use of experiential marketing to bring its brand story to life around key festive moments. Earlier this year, the biscuit maker ushered in the Year of the Horse with its annual Chinese New Year roadshow at Pavilion Bukit Jalil, where it transformed the mall’s centre court into a festive sanctuary inspired by the peach blossom spring.

The five-day “Unlock a joyful new year” experience featured immersive spaces centred on reunion, harmony and new beginnings, alongside complimentary sampling, family activities and festive gifts with purchase. Its Chinese New Year activation placed its 'Love letters' and 'Wafer cubes' at the centre of a slower, more intimate festive experience, while the latest "Mini factory adventure" shifts the focus towards the craftsmanship and journey behind its biscuits. Together, the activations show how Julie’s is increasingly turning its product heritage into experiential touchpoints that invite consumers to not just buy its biscuits, but spend time with the brand.

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