Wonda taps into Malaysia’s coffee rave trend to energise youth marketing

Wonda Coffee recently hosted its first daytime coffee rave, combining music, culture, and ready-to-drink coffee in a high-energy, alcohol-free setting. The event, held in conjunction with Malaysia Day, reflects a growing trend of non-alcoholic raves in Malaysia, where younger consumers seek immersive experiences that blend lifestyle and entertainment.

“In recent years, consumer preferences have shifted tremendously. We saw that younger audiences prioritize healthier choices, actively enjoying the fusion of great music with a clear, sober headspace,” said Amy Gan, vice president of marketing at Etika Holdings. “This global 'coffee rave' trend presented a perfect opportunity for Wonda to innovate and bring this high-energy concept directly to Malaysian coffee drinkers," she told A+M exclusively.

Don't miss: Tealive puts a spin on durian drinks release for Merdeka

The coffee rave featured local artists including Sonaone, Joe Flizzow, Jakeman, and Ayana, brought on through partnerships with Fly FM and Hot FM. “These artists were chosen not just for their star power, but because they embody the music, energy, and lifestyle that resonates deeply with our target Gen Z and Millennial audiences,” Gan said.

The coffee rave took place at Rumah Tangsi in Kuala Lumpur and featured Wonda Kopi Tarik mixology alongside local kuih (traditional cakes) to reflect the Malaysian theme. The venue was decorated with traditional flower motifs and rave-inspired lighting, creating a high-energy atmosphere without alcohol. Attendees were encouraged to follow the dress code, “heritage chic,” which combined traditional or batik clothing with a modern twist.

Leading up to the event, Hot FM, Fly FM, and Wonda Coffee amplified the campaign on social media, promoting the “Kopi Rave” and highlighting the DJs performing that evening.

Gan noted that demand for the event exceeded expectations. “We initially opened 300 public registration slots and had to close sign-ups within just five hours due to overwhelming demand. This success clearly validates the younger demographic's preference for these types of sober, high-energy events.” She added that Wonda plans to continue exploring similar activations in the future to connect with youth audiences and respond to emerging cultural trends.

“The Wonda 'Kopi Rave' is the perfect embodiment of our overarching marketing strategy: to embed the brand into youth culture through music, lifestyle and experiences that resonate with Gen Z and millennials,” Gan said. By positioning coffee as a high-energy social activity, Wonda aims to engage younger consumers through experiences rather than just product offerings.

Other brands in Malaysia have also been leaning into this trend recently. In August, Marriott Bonvoy ushered in the Merdeka season with a travelling coffee rave blending Malaysia’s café culture with music, storytelling, and a strong sense of national pride. The campaign, titled “Brew with benefits”, will take place throughout August and September at select Marriott Bonvoy hotels across the country.

Each stop on the tour 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.

Meanwhile, to anchor the launch of its limited-time durian drink series made with premium D24 durians, Tealive hosted its "Durian beats festival" on 22 August, also in time for Merdeka. Combining music, comedy, and cultural showcases, the event was headlined by Khairy Jamaluddin (also known as KJ) with a special DJ set. The event also featured Foodie Media's CEO Pinn Yang and popular "durian influencer" Edison Ang.

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