Nescafé MY shifts from telling youth stories to backing their ambitions

Nescafé Malaysia is taking its “Kental bersama” ('Strong together') platform beyond storytelling, turning the campaign into a six-month youth entrepreneurship programme designed to help young Malaysians turn their passions into start-ups.

The move builds on the brand’s “Ngopi dulu & kekal kental bersemangat bersama” ('Drink coffee first & stay strong together') campaign, which connected Nescafé with communities and frontliners across Malaysia and spotlighted young Malaysians balancing studies, careers and financial responsibilities while pursuing their ambitions.

Through those engagements, Nescafé said it saw an opportunity to extend the stories of resilience and determination into more tangible support for young people looking to take the next step with their ambitions.

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The resulting “Projek hidupkan duniamu” ('Project bring your world to life') initiative will provide selected young Malaysians with financial support, mentorship and a platform to pursue their own start-up creation. The programme will invest up to RM500,000 and provide participants with a six-month fund allowance, alongside dedicated mentors to guide them through their entrepreneurial journey.

The third pillar focuses on storytelling, with Nescafé set to share participants’ progress to celebrate their journeys and inspire others.

The initiative ties into Nescafé's global "Make your world" philosophy, which centres on the idea that everyone deserves the chance to pursue what gives their life purpose and meaning.

Applicants can join the programme by submitting a 60-second TikTok video explaining why they deserve a place in it. Submissions open 1 October, coinciding with International Coffee Month.

Alongside the announcement, Nescafé is running the "Hidupkan duniamu bersama Nescafé" concourse event from 8 to 13 September at IOI City Mall Putrajaya's Lower Ground East Court.

The activation features appearances by Nescafé celebrity partners Black Hanifah and Yusof Hashim, interactive activities, as well as a first look at new additions to the NESCAFÉ range, including its 'Espresso Concentrate', 'Spanish Latte' and 'Tiramisu Latte'. The roadshow will continue to other malls, including Sunway Pyramid and Queensbay Mall.

Juan Aranols, CEO of Nestlé Malaysia, Singapore and Brunei, said the brand's engagement with communities and frontliners across the country revealed how far determination could take people when paired with real opportunity.

"Their stories reminded us that while ambition is abundant, access to opportunities can often make the difference," he said, adding that the initiative aims to give young Malaysians the confidence and support to take meaningful steps toward their future.

The latest initiative marks a further evolution of Nescafé’s approach to youth engagement, moving from documenting young Malaysians’ ambitions through its “Kental bersama” storytelling to creating a programme intended to help some of them act on those ambitions.

Nescafé’s move comes as beverage brands increasingly look to turn brand platforms into broader territories rather than one-off campaigns. In August, 100PLUS expanded its long-running “Thirst for more” platform with “Ini flow aku”, shifting the brand’s focus beyond sport and physical performance to encompass the passions, communities and everyday pursuits of younger Malaysians.

Spritzer has similarly taken its “Flow with joy” platform beyond advertising, extending the brand refresh into community-led experiences around movement, mindfulness and connection.

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