McDonald’s MY serves up smiles with new mini-series

McDonald’s Malaysia is bringing back its signature blend of storytelling and product integration with the launch of its latest digital mini-series titled Senyuman. The seven-episode series stars award-winning actor Jack Tan and singer-actress Nabila Razali, and continues the brand’s push to connect emotionally with Malaysian audiences while driving app usage.

Following the success of past mini-series such as Love at McD, Kau sundaeku, and Ms App, Senyuman (which translates to 'Smile') marks a new chapter in McDonald’s Malaysia’s content playbook - one that highlights quiet, emotional connection over overt commercial messaging.

The series is also multilingual, in line with the brand’s local-first storytelling approach.

Don't miss: McDonald's MY leans into retro vibes with #YangKlasik love letter to the McChicken

The narrative follows Ming (played by Tan), a withdrawn young man who’s lost his smile. His colleague June (played by Nabila) reaches out in a moment of empathy, inviting him to McDonald’s for dinner. The series shows where a simple serving of fries becomes the starting point for healing and human connection. Actor Lim Jian Wen also makes a guest appearance in the series.

Beyond the emotional narrative, the campaign continues to spotlight the McDonald’s App, which has become a key platform for customer engagement. With over 19 million downloads and 1.4 million active users in Malaysia, the app integrates rewards, exclusive deals, and ordering convenience, all of which are subtly showcased throughout the series.

Senyuman premieres on 7 August 2025 at 8PM, with new episodes dropping daily on McDonald’s Malaysia’s Facebook, Instagram, TikTok, and YouTube.

“At McDonald’s Malaysia, we’re committed to delivering delicious feel-good moments to Malaysians – whether through our food, our service, or how we connect with our customers,” said Chin Mei Lee, chief marketing officer at McDonald’s Malaysia.

“Senyuman is a reflection of that feel-good spirit – a story that’s warm, relatable, and close to home. At the same time, we’re making the McDonald’s experience even more accessible through our app, so customers can enjoy more of what they love, anytime and anywhere," added Chin. 

“This isn’t just another project, it’s a deeply human story. I was drawn to the emotional depth of the script. Ming’s quiet pain is something many can relate to, and portraying that vulnerability was a challenge I embraced. I love that McDonald’s Malaysia chose to tell such a meaningful story, it shows how the brand values emotional connection, not just great food," explained actor Tan. 

In her first-ever mini drama series, Razali added: “Unlike typical upbeat commercials, Senyuman takes a softer, more heartfelt approach. My character brings joy to Ming’s world, and I had fun being the sunshine in his storm, even sneaking in some jokes between takes. It’s refreshing to see McDonald’s Malaysia telling stories that go beyond product and instead focus on the emotions we all share.”

McDonald’s Malaysia has been rolling out a series of targeted campaigns, each designed to resonate with different segments of the local audience.

In its recent #YangKlasik campaign, the brand leans into retro aesthetics to spotlight the McChicken and to appeal to Gen Z consumers who are embracing vintage culture, nostalgia, and the comfort of timeless classics.

For music lovers, McDonald’s turned up the heat with a live concert at its Putrajaya Presint 2 drive-thru on 25 July. The event celebrated the brand’s popular spicy burger line-up, including the Spicy Chicken McDeluxe and its limited-time variant, the Spicy Lemon Chicken McDeluxe, and featured performances by local hip-hop artists MK K-Clique and TUJU.

Join us on 13 August at PR Asia Malaysia where trust gets rebuilt, spin gets called out, and PR pros get real. Crack the scepticism, keep your influence clean, and outsmart policy curveballs before they hit. Be ready, be bold, be heard. 

Related articles:   
McDonald’s Malaysia turns up the heat in Putrajaya with spicy burger concert  
McDonald’s MY drops spicy hip-hop track with MK K-Clique and TUJU  
McDonald's MY puts the 'golden' in Bukit Bintang's golden triangle with DOOH stunt