Sushi King gives its logo a Merdeka twist with 14 stripes and a creative call to action

Sushi King is putting a patriotic spin on its iconic fish logo this Merdeka season. In a bold yet subtle makeover, the homegrown Japanese dining brand swapped the logo’s usual four stripes for 14, mirroring the 14 stripes of the Jalur Gemilang (Malaysian flag).

The campaign, launched with the hashtag #14BaruTepat (14 is accurate), is more than just a design refresh, it’s a creative reminder to Malaysians of the correct flag design, which often becomes the subject of debate and ridicule every patriotic season.

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Every year, social media lights up with “flag fails,” where inaccurate versions of the Jalur Gemilang (often missing stripes or drawn incorrectly) go viral, sparking criticism, memes, and even boycott calls. The issue has grown more prevalent with the rise of AI-generated visuals that replicate these inaccuracies.

Recognising this, Sushi King turned its own brand identity into a subtle educational tool, ensuring that every interaction with the brand reinforces a key detail about Malaysia’s national flag.

“After 30 years of being the most established homegrown Malaysian Japanese restaurant brand, we wanted to celebrate our love for Malaysia by inviting our customers to bring their joy of patriotism to life through a simple yet fun initiative, #14BaruTepat,” said Elaine Chiew, general manager of marketing at Sushi King. “It’s been heartwarming to see parents and kids creating memories together while learning more about the Jalur Gemilang.”

To take the celebration further, Sushi King is hosting in-store activations at participating outlets. Customers are encouraged to hand-draw their own versions of the Jalur Gemilang, this time, with the right 14 stripes, in exchange for a complimentary purple plate of sushi. The activity doubles as a fun, family-friendly way to educate younger Malaysians on the accurate design of the national flag.

The campaign was conceptualised by Fishermen Integrated, which saw an opportunity to blend patriotism with brand engagement in a fresh way. “In this month of celebrating our love for the country, we’re proud to cut through the noise of Merdeka campaigns with a unique angle, adding ‘jalur’ into Sushi King's logo,” said Fish Cheng, associate creative director at Fishermen Integrated. “We may not solve this overnight, but at least we’re planting a seed of awareness in the next generation of Malaysians.”

The agency's co-founder Mark Darren Lee added that the activation was designed to bridge awareness with action, turning a common oversight into an interactive and educational experience.

This initiative also ties into Sushi King’s ongoing transformation efforts as it evolves beyond its 30th anniversary. By aligning brand engagement with cultural relevance, Sushi King is showing that even a simple, symbolic tweak paired with creative, hands-on activities, can spark pride, unity, and lasting connection with its customers.

In a show of national pride, other brands in the country are also tapping into their creative side for their Merdeka campaigns. Julie’s Biscuits is marking this year’s National Day with a cross-industry collaboration alongside popular local scarf brand TudungPeople, launching a limited-edition collectible designed to celebrate Malaysian heritage and unity.

Meanwhile, KFC Malaysia is celebrating Merdeka 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 mural art.

Lazada Malaysia took shoppers on a nostalgic trip back to 1957 with its campaign, “Shop like it’s 1957,” which ran during its August Payday Sale. To bring the campaign visuals to life, Lazada collaborated with Malaysian visual artist The Good Boisss (Sai Keat), whose bold, street-inspired style reimagined the look and feel of vintage advertising for a modern audience.

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