Tealive puts a spin on durian drinks release for Merdeka

Tealive is putting a uniquely Malaysian spin on this Merdeka season by blending two national favourites, durian and cultural festivity, into its latest campaign.

The local beverage chain has launched a limited-time durian drink series made with premium D24 durians, headlined by a durian-themed festival featuring Khairy Jamaluddin (KJ), the former cabinet minister turned popular podcaster.

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The new range, available at outlets nationwide, features three creations: 'Snowy bang bang durian milk tea', 'Bang bang durian milk kaw kaw', and 'Jasmine durian light milk tea'. All three drinks were crafted to highlight Malaysia’s enduring love for the King of Fruits while tapping into the modern tea culture that Tealive has exported across Southeast Asia, the brand said in a statement.

To anchor the launch, Tealive will host its "Durian beats festival" on 22 August at Lanai@Matic, Jalan Ampang. The event is set to combine music, comedy, and cultural showcases, with KJ headlining the night through a special DJ set.

His presence, according to the brand, is designed to spark cross-generational appeal and capture the attention of younger consumers who follow his work on the Keluar Sekejap (I'm heading out for a bit) podcast.

Bryan Loo, founder and CEO of Loob Holding, said the campaign was about honouring a national treasure in a way that reflects Malaysia’s identity today. “Durian is one of Malaysia’s unifying symbols, instantly recognisable and celebrated here and abroad. This Merdeka season, we’re capturing that pride in drinks that are bold, distinctive, and unmistakably Malaysian,” he said.

The Federal Government has also recognised the durian LTO as part of the official national day celebrations this year, themed "Malaysia MADANI: rakyat disantuni" (A MADANI Malaysia, where people are respected). Loo said it was a privilege for Tealive to be considered a strategic partner in a national program that champions cultural pride and togetherness.

The drinks are made with durians sourced from Bentong, Raub, Tangkak, and Gua Musang, ensuring consistency throughout the season. Beyond the festival, Tealive expects to sell more than 500,000 cups during the campaign, though Loo emphasised that the real goal was sparking conversations and keeping cultural flavours relevant. For non-durian fans, the brand is also offering seasonal corn-based drinks as an alternative.

The campaign will extend beyond the outlets with limited-edition 3-in-1 sachets featuring the 'Durian milk tea' and 'Durian coffee', sold at the festival and through e-commerce. Loo added that this latest LTO continues Tealive’s tradition of drawing inspiration from local desserts and festive delicacies, aligning with its brand ethos of being “Born in Malaysia, raised for the world.”

KJ made his first appearance at Tealive's 'Rasa Riuh Malaysians' ('chaotic joy feeling') event in June, for the reveal of the brand's "Bru & Friends" sling bag merchandise. The "Bru & Friends" sling bags represented some of Tealive's top selling drinks, such as its 'signature bang bang milk tea with brown sugar pearls', 'nishio fine matcha' beverage, and the 'milk choc shaka lava' just to name a few. Based on its Instagram post, Tealive has said that the sling bags will be sold on a "while stocks last" basis.

Tealive isn't the only one tapping into a blend of music and drinks this festive season, as Marriott Bonvoy Malaysia rolled out a travelling coffee rave blending Malaysia’s café culture with music. The campaign, titled “Brew with benefits”, will see hotel cafés and lounges transformed into vibrant social spaces, filled with music, limited-edition coffee creations, and cultural experiences that encourage guests to connect over a shared love for coffee.

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