Sushi King Malaysia turns kaiten belt into Father's Day art gallery

Sushi King served up more than sushi this Father’s Day, delivering smiles, memories, and a whole lot of love. In a first-of-its-kind activation, the Japanese restaurant chain transformed its iconic kaiten sushi belts into a moving art gallery across outlets nationwide.

Instead of showcasing premium sushi, diners were treated to portraits of dads lovingly drawn by their children, placed alongside the dishes circling the conveyor belt.

The campaign was brought to life by Fishermen Integrated and marked a fresh take on Father's Day celebrations — one that focused less on promotions and more on meaningful, shared moments.

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“This Father’s Day, we wanted to do more than just a promotion. We wanted to create a shared moment between families, one that feels personal and lasting, as our refreshed brand direction is about bringing more joy to the dining table and turning everyday meals into memorable experiences," said Elaine Chiew, general manager for marketing, Sushi King.

"Seeing the kids’ drawings travel along the kaiten belt, right next to our sushi, was truly moving. It reminded us that what we serve isn’t just food. It’s connection, celebration and love," she added. 

To participate, children submitted hand-drawn portraits of their dads online. These were then printed and placed on the kaiten belts in participating Sushi King outlets, turning the restaurants into whimsical showcases of fatherly love. For many families, the process of drawing together was a bonding experience, and seeing their artwork on display made the celebration even more memorable.

Behind the heartfelt idea was creative agency Fishermen Integrated, which wanted to reimagine how brands connect through everyday touchpoints. “We’ve always seen the kaiten belt as more than a food delivery system. It’s iconic. So, we thought, what if it could also deliver something emotional?” said Fish Cheng, associate creative director at Fishermen Integrated. “Each one was filled with love and honesty. It turned the belt into a celebration of dads in the most delightful way.”

Mark Darren Lee, co-founder of Fishermen Integrated, added that the campaign was designed to seamlessly bridge the digital and physical experience. “We love crafting ideas that live meaningfully online and offline. This one clicked instantly. It was fun, honest, and it got people smiling. We’re grateful to Sushi King for trusting us with this.”

The initiative forms part of Sushi King’s broader transformation efforts as it evolves beyond its 30th anniversary. With a growing emphasis on brand experiences that resonate emotionally, this latest campaign serves as a reminder that even small gestures, such as a child’s sketch of their father, can create lasting impact.

Just last month, Sushi King marked its 30th anniversary with a fresh brand expression and an expanded version of its popular Bonanza event, launched at a celebration at Alamanda Shopping Centre on 16 May. The anniversary campaign signaled its evolution from a familiar favourite into a forward-facing F&B brand aiming to innovate while staying rooted in tradition.

The refreshed brand identity came under the theme “30 Flavourful Years”, a nod to the brand’s heritage and its efforts to connect with both long-time fans and a new generation of diners. In addition, a hero campaign video shared on Instagram leaned into nostalgia, spotlighting customer memories from the past three decades.

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