Royal Canin Malaysia engages pet pawrents with first-ever public event

Royal Canin Malaysia, a pet food brand under Mars, made its debut on the local event scene with the launch of “Purrever healthy”, a four-day activation at Sunway Pyramid’s Orange Concourse from 7 to 10 August 2025. The event aimed to engage pet parents while spotlighting the brand’s mission to champion precise nutrition, responsible ownership, and preventive pet care for a lifetime of health.

The immersive experience, built around the theme #LifeLongHealth, was designed to bring Royal Canin’s global purpose, "A better world for pets", to life through interactive activities, educational content, and social sharing opportunities.

Don't miss: Netflix brings Nevermore Academy to MY in spooky activation for Wednesday S2

“As a brand that truly believes in shaping a healthier future for pets, we designed the ‘Purrever healthy’ event to spark conversations about preventive pet care and breed-specific needs,” said Teh Meng Li, market head of Royal Canin Malaysia.

“We hope the experience deepened pet parents’ understanding of how even the smallest early decisions, like choosing the right nutritional diet, can impact a pet’s entire life," she added.

Attendees were welcomed with a mission stamp card, which guided them through four themed stations. The journey began at the Pick Your Breed wall, where 26 cat breeds were showcased, encouraging guests to vote for their favourites while learning about lifestyle compatibility and responsible pet ownership.

They then moved to the "Love letter to your cat" corner, a heartfelt space where visitors penned personal messages to their feline companions and displayed them on a cat-shaped board. The "Cat discovery centre", the educational hub of the event, featured a multi-sensory walkthrough complete with a tunnel, a “Meowseum”, and a model living room that offered practical lessons on feline behaviour, nutrition, and kitten-proofing homes.

Partner breeders were also on hand to showcase more than 40 cats from over 10 breeds, sharing insights on care and temperament. The journey wrapped up at the Photo Check-In Station, where attendees struck poses against Royal Canin-themed backdrops to commemorate their visit and share the experience online.

Pet parents also benefited from free veterinary consultation sessions, available twice daily over the weekend, and took advantage of exclusive product offers, with 10% of proceeds donated to partnering animal shelters.

The event blended education with community engagement while subtly driving awareness of Royal Canin’s retail and e-commerce offerings. The brand also announced its presence on TikTok Shop, allowing pet owners to shop directly online with exclusive deals, livestreams, and doorstep delivery options.

Earlier this year, Royal Canin Malaysia appointed GO Communications as its agency partner to handle campaigns and activations throughout 2025. The agency played a key role in conceptualising and executing the “Purrever healthy” event, from crafting its experiential design to driving media and social buzz throughout the four-day activation.

Meanwhile, Royal Canin is not the only brand to be tapping into on-ground activations and pop-up events to reach customers where they are. In July, Netflix brought Wednesday's Nevermore Academy to life through a gothic school-themed pop-up event at Sunway Pyramid, ahead of Season 2’s premiere.

Also held last month, Snickers turned up the cultural heat in Asia with the launch of its new Snickers oats dark chocolate variant, celebrated with its #SNICKERSOnTheGo pop-up event in Kuala Lumpur, led by Snickers Asia Brand Ambassador Mingyu, a member of K-pop powerhouse SEVENTEEN.

In June, CHAGEE marked the launch of its "Earl grey tea series" with a wonderland-themed pop-up at Pavilion Kuala Lumpur. The on-ground activation featured a huge installation of CHAGEE's iconic black lid cup clad in new Alice-themed artwork, alongside fantastical garden and tea party decorations right at the centre of the shopping mall.

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