Pocky goes local with Merdeka-inspired flavours and street art

In time for Malaysia’s 68th National Day and the Malaysia Day celebrations, Pocky Malaysia is paying tribute to the nation’s beloved flavours with the launch of two limited-edition treats: 'Pocky durian' and 'Pocky ondeh-ondeh'. The campaign, themed "Share the taste of heritage", combines playful flavours, vibrant packaging, and street-level art to celebrate the country’s rich cultural tapestry.

'Pocky durian' offers a bold take on the king of fruits, with a creamy durian-chocolate coating made from real durian, while 'Pocky ondeh-ondeh' evokes the traditional kuih with a pandan chocolate layer, desiccated coconut, and a nostalgic palm sugar-flavoured biscuit stick. Both feature Pocky’s signature crunchy biscuit core, blending local tastes with the snack’s classic texture.

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The festive packs are adorned with Peranakan-inspired designs, reflecting Malaysia’s colourful heritage and highlighting the use of real ingredients. Beyond the snacking experience, Pocky has brought the campaign to life through a specially commissioned street mural by local artist Abdulrashade.

Located along Jalan Doraisamy in Chow Kit, near iconic Heritage Row, the artwork fuses traditional motifs with youthful elements like photography and skateboarding, creating a modern tribute to Malaysia’s cultural unity and diversity

The campaign encourages Malaysians to enjoy the new flavours while engaging with the mural, sharing their moments on social media using hashtags #PockyDurian, #PockyOndehOndeh, #KongsiKerianganCitaRasaWarisan, and #ShareHappiness. The initiative aims to make Merdeka a sensory and interactive celebration, connecting flavours, culture, and national pride in one playful experience.

Alongside the launch, Glico Malaysia dropped a short brand film celebrating the two new limited-edition Pocky flavours. Set against the charming backdrop of a traditional kampung house, the film is playful, breezy, and brimming with cheerful energy

Lee Yeen Theng, managing director of Glico Malaysia and the international cluster, said, “Malaysians are passionate about food and proud of our traditional flavours. With 'Pocky durian' and 'Pocky ondeh-ondeh', we’re sharing the happiness of traditional and familiar flavours in a new way that combines culture, flavour, and creativity. This mural brings that spirit to life, showcasing the talent of local artists and heritage flavours while celebrating Malaysia’s unity and diversity.”

Abdulrashade added, “As a Malaysian street artist, I’m proud to create something that speaks to our shared identity. Coming from Penang, I grew up surrounded by Peranakan culture, and my family owns a durian plantation, so this piece is very personal. The mural is about unity, youth, and heritage. I hope it inspires more people to see how street art can tell our national story in new ways.”

Glico Malaysia is not the only one leaning into art and heritage this Merdeka season. Jasmine Food marked the festive month with a campaign that merges heritage and technology, with an interactive mural in Kuala Lumpur powered by AI and AR features. Located along Jalan Kamunting, the artwork celebrates Malaysia’s rich traditions and diverse communities through the country’s favourite staple, rice.

Meanwhile, KFC Malaysia also celebrated 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 to tell uniquely Malaysian stories through 14 murals, each in a distinct style ranging from street graffiti to cultural realism.

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