KFC paints Malaysian pride with murals and artist collabs for Merdeka

KFC Malaysia is celebrating Merdeka with a campaign that blends 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.

Don't miss: KFC Malaysia hops on the plushie train with 'Kepcibara' drop

The campaign is more than a visual refresh. According to KFC, the initiative is a reflection of the brand’s deep-rooted connection to Malaysia, where it has been part of everyday life since 1973.

“We reaffirm our commitment to support and celebrate local talent, by giving them a platform to share their stories, perspectives, and creative voice,” said the brand.

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.

Each of the 14 murals is distinct in style, ranging from street graffiti to cultural realism, but all share the common theme of celebrating togetherness and local flavour. Some artists drew from childhood memories of KFC family meals, while others envisioned a future Malaysia where culture and cuisine thrive side by side.

From Perlis to Sabah, the murals incorporate nods to state-specific landmarks, dialects, and cultural motifs. “Mural art is about reclaiming space with meaning, much like Merdeka itself, celebrating freedom, creativity, and shared identity,” the brand explained.

The campaign came together in under three months, from conceptualisation to the selection of artists and painting across all 14 outlets nationwide. The works are being unveiled progressively on KFC Malaysia’s social channels throughout August.

Beyond the walls, "Cara kita" is spilling over into other activations, including digital marketing, influencer engagements, and a tie-up with Astro Audio’s KITA FM, which will visit selected outlets as part of a nationwide bus tour in September.

Fans can also get their hands on a limited-edition Touch ’n Go charm featuring Bingka’s mural design, available at the end of August. KFC is also teasing Merdeka week and Malaysia Day-exclusive product offers.

Hanim Mazam, chief marketing officer at KFC, added that these murals go beyond decoration: “They are stories that each artist brings to life on our walls, emphasising Malaysian pride. They are a testament to the vibrant moments rakyat Malaysia have celebrated together with us over the years.”

VML, KFC’s agency partner for the campaign, said its role was to elevate the brand’s existing cultural relevance through an artistic platform that Malaysians could connect with emotionally.

“From ideating how to scale this project to seeing those murals pop up nationwide, this proves how our integrated approach, blending brand experience with what customers feel and want, can create something truly special,” said Karen Koay, head of digital services, VML.

The agency further added that it drew on deep community insights to create solutions that resonate with Malaysians everywhere, while also working closely with KFC to carefully select 11 diverse homegrown artists from across the country — from North to South, Peninsula to East Malaysia.

Last month, KFC Malaysia is turned up the heat on fan engagement with its "Kepcibara" campaign, which introduces a trio of charming capybara plushies that are set to capture hearts.

The stars of the campaign are three 3.5-inch tall plushie capybaras, each with their own quirky personality and backstory. Once ordinary capybaras who escaped the zoo, Chiket, Buck Buck, and Zingi became utterly obsessed with the irresistible aroma of KFC, transforming into the “Kepcibaras” in their quest to devour all things crispy and delicious. 

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