McDonald's Malaysia fuels fans' inner Saiyan with Dragon Ball tie-up

McDonald’s Malaysia is giving fans a reason to power up this September with a Dragon Ball-themed twist on its beloved Samurai Burger. The fast-food giant has launched a limited-edition and localised campaign, combining the love for the anime with Malaysians’ favourite comfort food, offering exclusive Dragon Ball packaging and collectible cards.

“Although the tie-up with Toei Animation was also rolled out in McDonald's Hong Kong, we made it local by launching it with the Samurai Burger that Malaysians love," said Chin Mei Lee, CMO of McDonald’s Malaysia. The initial response has been “overwhelming,” she added, with sales already surpassing the company’s projections.

Don't miss: How brands can go Super Saiyan in the hybrid anime universe

During the campaign, Dragon Ball fans can get their hands on exclusive Dragon Ball packaging with every Samurai Burger purchase. Those who prefer their usual McD favourites can still join the fun, grabbing the limited-edition Dragon Ball Daima cards with any McValue Meal by adding just RM3 from 11 September onwards. For the hardcore collectors, McDelivery will offer the chance to complete the full set of eight Dragon Ball cards starting next week.

To add an extra layer of excitement, McDonald’s Malaysia has also introduced a collector’s hunt, featuring two rare cards and one ultimate Dragon Ball card, making the chase for the full set even more thrilling.

“We figured that Malaysians wanted something fun. So, we combined the love of the anime and food, which led to the birth of Dragon Ball x Samurai Burger,” Chin explained, highlighting the playful spirit behind the campaign. With the blend of iconic anime fandom and local fast-food culture, McDonald’s Malaysia is giving both Dragon Ball lovers and Samurai Burger fans a reason to go Super Saiyan.

McDonald’s Malaysia’s Dragon Ball tie-up is a prime example of how brands are tapping into the passionate anime fan base. While anime has long been celebrated as one of Japan’s most influential cultural exports, in Southeast Asia it has evolved beyond imported entertainment into a hybrid, regionally co-created phenomenon.

To explore this trend, MARKETING-INTERACTIVE spoke with experts from Singapore, Malaysia, Indonesia, and the Philippines about how anime’s regionalisation is reshaping marketing strategies. A clear consensus emerged: authenticity, audience participation, and rich storytelling are now essential for brands aiming to engage meaningfully with anime fans.

The hybridisation of anime offers both opportunities and challenges for marketers. Farez Khan, founder of Zero Asia, describes it as a shift in cultural power: “Authenticity now lives in the tension between heritage and remix, and the smartest collaborations will embrace both.” Brands need to move beyond surface-level tie-ins, embedding themselves in the culture and aligning with fandom values like sincerity, creativity, and shared passion.

Benjamin Lee, head of commercial and marketing at Beach House Pictures, echoes this point: “If you are a fan yourself, you’re likely to be authentic. It will also help you be a creator rather than a passive brand participant.” His advice is simple: start by engaging with the content until joining the conversation feels natural.

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.

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