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Sunway Malls wants to unite Malaysians with food this National Day

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Sunway Malls has tied up with DreamWorks Animation for a festival named "KouKou Fun Time", featuring characters from animated films such as Kung Fu Panda and Shrek in bite-sized forms known as DreamWorks KouKou. "Kou" stands for "mouth" in Chinese and is written as "口"."KouKou Fun Time" showcases larger-than-life foodscapes, including iconic Malaysian food such as the nasi lemak and ais kacang. In a statement to A+M, Sunway Malls' spokesperson said there is no better way to be part of the upcoming National and Malaysia Day celebrations than through the celebration of food."Food is what unites Malaysians and we want to take this opportunity to remind Malaysians of our delicious heritage whilst promoting our delicacies to tourists alike," the spokesperson said. The festival was also launched in an attempt to further brand Sunway Pyramid as an up to date and relevant shopping mall.Meanwhile, the spokesperson declined to reveal the monetary amount of the partnership, adding that the focus is the branding and partnership efforts put in to ensure Sunway Malls is the first to launch this festival in Malaysia.To create buzz and engagement among young families, the mall created an exclusive microsite to promote "KouKou Fun Time". It also engaged social media influencers from both the youth and family categories to visit the festival, in addition to traditional and digital marketing efforts.Together with DreamWorks, Sunway Malls said it also implemented "holistic marketing efforts" which included outreach through database, word of mouth and Leo Cubs (the mall’s kids club), social media, Google and newspapers.(Read also: Why Sunway Malls is looking beyond traditional advertising to drive footfall)The "KouKou Fun Time" festival commences at Sunway Pyramid, allowing shoppers to engage in a variety of activities such as the DreamWorks KouKou Bowling Challenge, Dumpling Challenge and DIY Station, which allows children to create their bite-sized culinary masterpiece. The festival will be touring to other Sunway Malls including Sunway Putra Mall, Sunway Velocity Mall, Sunway Carnival Mall (Penang) and Sunway Citrine Hub (Johor) until 25 December 2018.H.C. Chan, CEO of Sunway Malls and Theme Parks, said the mall aims to offer quality and unique experiences that create special and unforgettable moments for shoppers."Universal Pictures is behind some of the best-selling animated features of all time, helping families to dream and laugh together over the years with characters that are distinctive, relatable and humorous. We are thus delighted to partner with Universal Pictures and the DreamWorks characters in bite-sized DreamWorks KouKou form,” Chan said.In a previous interview with A+M, Chan said today's consumers have high expectations of service and quality of products. He also described them to be "spoilt for choice" and gravitate towards brands that are able to engage them in a creative way. As such, it recognises the need to look beyond traditional tactical marketing campaigns.Chan added that the mall and retail industry has evolved from functional shopping to experiential retail. "It is the question of what you do with the space, how are you going to make it experiential, what trade categories can conjure up ‘experience’ and ‘socialisation’, among other pertinent questions that malls need to ask themselves to face this onslaught," he said.(Read also: Sunway Group aims to invoke nostalgia this Merdeka Day with #JomMalaysia carnival)

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