JYNNS taps Malaysian singer Nicholas Teo as brand ambassador

Health and wellness brand JYNNS has named Malaysian singer Nicholas Teo, affectionately known as the “Prince of smiles”, as the official ambassador for its flagship Trigona honey range.

The announcement came during a grand launch event at ING Live House Kuala Lumpur, which also saw the return of the brand’s Mid-Autumn mooncake collections under its Hong Kong Bay label.

Don't miss: Volkswagen names Azizulhasni Awang as first Malaysian brand ambassador

The partnership marks a strategic move to amplify awareness of Trigona honey — a rare Bornean superfood harvested from the Nanga Borneo Highlands in Sarawak. JYNNS said Teo’s wholesome image and Borneo roots align perfectly with the product’s identity as a homegrown wellness treasure.

Alann Tan, founder and group executive chairman of JYY Group, said the collaboration is about celebrating Malaysia’s heritage and positioning Trigona honey alongside globally recognised premium honeys. "Nicholas represents a healthy and wholesome image. His warmth, sincerity, and sunny personality truly resonate with our brand values," said Tan.

"Much like our Trigona honey, he hails from the rich and vibrant land of Borneo. Both are proudly Made in Malaysia, and we hope that just as the world has come to love Nicholas for his talent, it will also come to recognize the world-class quality of Malaysian Trigona Honey," he added.

Meanwhile, Teo shared that the role resonates with his personal connection to Borneo and his interest in promoting healthier lifestyles. “I was truly touched and surprised by JYNNS’ invitation, it felt like a heartfelt connection to my hometown," the singer said.

"I hope this partnership inspires Malaysians to take pride in our homegrown wellness treasures, and show the world that Malaysia offers not just rich culture and cuisine, but also premium natural health products," Teo added.

The campaign's theme, "Voice out, together", is positioned as a nationwide call to prioritise health, support local agriculture, and champion premium homegrown products. As part of this push, JYNNS has partnered with Tourism Malaysia on limited-edition co-branded packaging, and is launching the “100 voices” initiative, rallying partners from across industries including Red Box, Spritzer, AirAsia, and local farming communities.

The wellness brand comes under JYY Group, the company behind several other brands such as JinYeYe, Hong Kong Bay, and Lo Hong Ka. JYNNS was established in 2018, while JYY Group was founded in 2008 specialising in Chinese New Year hampers and gifts. Three years ago, the group acquired Lo Hong Ka, a health food brand established in Malaysia in 1988, specialising in products such as bird's nest, aloe vera drinks, ginseng essence, and other oriental remedies.

Previously, the brand had engaged another pop icon, Ella Chen of S.H.E as its brand ambassador, engaging her as the face for its 'Youfinity collagen tripeptides drink' and 'Youfinity bird’s nest' line in 2023. The artist was featured across the brand's visual assets and social content. 

Other brands in the region have also been actively engaging celebrities to be their ambassadors, such as K-pop icon IU for Colgate, Stray Kids' Felix for Gong Cha, as well as Chinese actor Wei Daxun for TUMI.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:
Why ASICS is choosing a dog as its brand ambassador
TUMI taps Wei Daxun as latest APAC brand ambassador
Sun Life MY names local personality Alif Satar as brand ambassador