KFC Malaysia launches KFC Treats, a snacking sub-brand for Gen Z

KFC Malaysia has officially launched KFC Treats, a youth-focused sub-brand designed to make everyday snacking more joyful, spontaneous, and rewarding. With the playful campaign line, “You deserve a treat”, the platform invites young Malaysians, particularly Gen Z, to indulge in life’s little moments with affordable snacks that feel special.

KFC also rolled out the “Jimat treats” ("Treat savers") deal, a 2PM–5PM value offer aimed at students and young professionals looking for affordable indulgence. “Our goal was to create a brand that goes beyond food. One that connects with young Malaysians on an emotional level and becomes part of their everyday lives,” said Hanim Mazam, chief marketing officer of KFC Malaysia. “With KFC Treats, we’re inviting everyone to make self-reward a daily ritual, whether it’s a small win at school, work, or just getting through the day.”

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The sub-brand expands KFC’s footprint beyond main meals into the fast-growing snacking space, with bold, localised flavours such as the cempedak pie and durian egg tart designed to fit Gen Z’s fast-paced, joy-seeking lifestyle. The concept was brought to life in collaboration with VML Malaysia, which leveraged cultural insights and data-driven strategies to translate the idea into immersive experiences and menu innovations.

Karen Koay, head of digital experience and eCommerce at VML, commented: “KFC Treats is a movement that celebrates small, everyday joys. We set out to break the mold of traditional snacking by creating a lifestyle moment that truly resonates with Gen Z. By blending cultural insights, creativity, and innovation with multi-touchpoint engagement, we’re helping KFC lead a new snacking ritual rooted in joy, self-expression, and everyday celebration.”

The launch of KFC Treats was accompanied by on-ground activations across more than 80 universities, supported by a series of digital campaigns. For the debut of the strawberry mochi cheese and durian egg tart snacks, the brand released two playful spots with a distinctly Gen Z tone, featuring a catchy jingle inspired by the beat of Blackpink’s JUMP and a voiceover saying “Layan dulu treats” (“Have a treat first”). The spots show characters enjoying their treats before diving into essay writing or hitting the pickleball courts, highlighting that these are “KFC treats, sungguh padu” (“really solid”).

To celebrate the launch, KFC Sunway Pyramid was transformed into a secret daytime party, a ‘Snack treats’ claw machine, exclusive merchandise, and a first taste of the new menu. Inspired by the growing popularity of coffee raves and other non-alcoholic youth activations, the event positioned snacking as a social, feel-good experience. Media, content creators, and influencers attended the event, with Prem Shanker spinning live as DJ, turning the unveiling into an immersive, music-filled celebration of everyday indulgence.

Earlier in August, KFC Malaysia also partnered with VML for its Merdeka campaign that blended fried chicken with fine art, turning 14 of its outlets into vibrant canvases of Malaysian pride. The 2025 edition of "KFC cara kita" (“KFC our way”) sees the fast-food giant teaming up with 11 homegrown artists, including Nassuha, Bingka, Katun, Haw, Ruwang, Tazone, Amey Sheikh Ali, Akulabs, Acetro, Suhaimi Ali, and Fattah Shahari, to tell uniquely Malaysian stories through mural art.

At the heart of the campaign is the KFC bucket pole, a reimagined version of its iconic bucket featuring signages in various local dialects. These signs appear in every mural, symbolising the many ways Malaysians enjoy KFC, shaped by diverse backgrounds, traditions, and memories.

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