Want to slide down Hokkien mee? Maybank serves up interactive murals across SG

Maybank Singapore is bringing its “Served your way” brand platform to the streets this Hari Raya with a series of murals across the city, using food as a visual and cultural connector to deepen engagement with audiences.

The activation spans five murals located across key districts including the Singapore River, Chinatown, North Canal Road, Church Street and Marine Parade. Each location was selected based on cultural relevance, foot traffic and their connection to local communities, while each artwork tells a story of Singapore and ASEAN through food, forming a larger narrative around connection, culture and shared identity. 

“'Served your way, Maybank.' is Maybank Singapore’s brand campaign that articulates our purpose in action, and it underscores a consistent commitment to putting people at the centre of everything we do,” said Annie Lee, head, country corporate office, Maybank Singapore in conversation with MARKETING-INTERACTIVE. 

“This activation deepens the emotional connection between people in Singapore and Maybank through food as a metaphor, delivered in a visually engaging way.”

Don't miss: How a yellow tupperware tells a story of quiet love in Maybank’s Raya film 

She added that the murals aim to spark conversation around shared identity in the region. “Through this, Maybank hopes to spark conversation on how food fosters relationships and truly makes us ASEAN.”

The murals were designed as a connected visual journey across five locations, reflecting the interconnectedness of ASEAN markets. Each piece stands alone, but together tells a broader story of movement, connection and shared culture.

Meanwhile, the selections of dishes and landmarks were guided by cultural recognisability and emotional resonance, with pairings curated to reflect how food, place and regional identity intersect. Some of the identifiable dishes and landmarks include chilli crab, teh tarik ('pulled tea'), hokkien mee ('hokkien noodles'), ice kacang ('shaved ice') as well as the Marina Bay Sands hotel, the Art Science Museum, the Esplanade and the Maybank building at Marina Bay. Regional landmarks featured include the Angkor Wat Buddhist temple in Cambodia and the recognisable paddy fields of Indonesia. 

The choice of murals as a medium was also deliberate, contributing to the vibrancy of Singapore’s central districts while showcasing a more expressive side of the brand. Larger-than-life visuals featuring food and ASEAN icons were used to bring this narrative to life.

“This activation brings ‘Served your way’ to life by celebrating the diversity of food, cultures, and everyday experiences across ASEAN. Food becomes a universal connector, reflecting how Maybank supports customers in ways that are personal, relevant, and tailored to their lifestyles,” Lee said. “It reinforces our core differentiator that in a world where banking is becoming faster, smarter, and increasingly invisible, we remain true to our purpose to humanising financial services.”

The bank tapped Singaporean artist Jaxton Su for the project, whose hyperrealistic style was chosen for its visual impact and resonance with younger, social-first audiences, explained Lee. 

Interactivity plays a central role in the campaign. Visitors can “step into” the murals through a digital experience, generating mini videos that can be downloaded and shared. “By encouraging people to digitally ‘step into’ the artwork, we turn audiences from passive viewers into active participants,” Lee said. “We aim not to create interest, but also leaves a digital memento for audiences to remember us by.”

The murals were also designed with digital amplification in mind, with each location functioning as a content creation point to drive organic reach across social platforms. To further drive participation, the campaign includes limited-edition collectible merchandise inspired by the murals, with users encouraged to share their content online for a chance to redeem the items.

While the current activation is focused on Singapore, the campaign was designed with regional scalability in mind, with the concept adaptable across ASEAN markets, said Lee. 

The mural rollout sits within Maybank’s broader “Served your way” push, which has also taken shape through large-scale out-of-home efforts. The bank recently deployed 65 fully wrapped buses across Singapore for SG60 last year, marking the largest corporate bus fleet campaign in the market. In addition, the bank ran an activation called "Kopi kakis" ('coffee friends') where members of the public can co-create ideas and give feedback directly to senior management over coffee and food. 

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles:  
Maybank’s CNY film shifts the meaning of prosperity beyond wealth  
Maybank Singapore picks new PR agency  
Maybank Singapore and American Tourister turn everyday spending into a getaway