Nongfu Spring picks social and KOL partner for Malaysia

Nongfu Spring has appointed Havas Malaysia as its social and key opinion leader (KOL) agency partner as the Chinese beverage brand makes its entry into the Malaysian market.

The appointment marks Nongfu Spring's first social agency partnership in Malaysia and will see Havas Malaysia lead its social strategy and launch across key platforms, with ready-to-drink fruit tea brand Chaπ (Cha Pai) taking centre stage.

As part of the remit, Havas Malaysia will develop a social launch campaign and multicultural KOL programme aimed at Malaysian Gen Z consumers. The agency will also handle always-on social media management, community engagement and event coverage across 2026 and 2027.

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Havas Malaysia will additionally support content development for Nongfu Spring's East Leaf unsweetened jasmine green tea and Natural Drinking Water brands, with activity spanning TikTok, Instagram and other relevant social platforms.

Through its Malaysian push, Nongfu Spring is looking to reach younger consumers across different cultural communities, with social content and creator partnerships forming a key part of its local market strategy.

“Malaysia is a pivotal market for Nongfu Spring's international expansion, and we wanted a partner who truly understands how to connect with Malaysian youth across cultures and platforms," said Lynn Lai, regional marketing director, SEA, Nongfu Spring.

She added, "Havas Malaysia demonstrated not just creative excellence, but a genuine passion for building Chaπ into something meaningful here. We're excited to explore our brand world of infinite possibilities together."

In tandem, Nizwani Shahar, CEO of Havas Malaysia, said, “We're thrilled to partner with Nongfu Spring as they bring Chaπ to Malaysia. This is a brand built on bold ideas: infinite possibilities, authentic self-expression, and a genuine connection with young consumers. That's exactly the kind of challenger energy we love at Havas. We can't wait to help Chaπ become the RTD tea that Malaysian Gen Z desires, falls in love with, and makes their own." 

The Malaysia launch marks the latest step in Nongfu Spring's expansion beyond China, following its entry into Hong Kong in early 2025 and Singapore later that year. Malaysia represents the brand's first large-scale multiracial market as it looks to reach younger consumers across different cultural communities.

In Hong Kong last year, the brand tapped Uni-China Group as its exclusive distributor and introduced a range of products tailored to local consumers, including its natural drinking water, Oriental Leaf sugar-free tea, Tea π fruity tea, Scream energy drink and NFC fruit juices.

Its Hong Kong entry was supported by a launch campaign promoting the brand's "natural and healthy" beverage positioning. Saatchi & Saatchi handled creative duties across TV, print and digital, while The Bridge Agency led PR.

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