Seni Dalam Rasa

Seni Dalam Rasa: Celebrating Malaysia’s Heritage Through Art, Flavors, and Unity

This Merdeka season, Ajinomoto Malaysia embarked on a mission to create more than just a marketing campaign—it was an opportunity to spark a movement of unity, pride, and cultural celebration. Rooted in the insight that Malaysians hold deep affection for their cultural diversity and shared heritage, the campaign sought to reflect the spirit of Merdeka through a medium that resonates universally: food. For Ajinomoto Malaysia, a brand synonymous with enhancing flavors and creating meaningful connections through meals, this was a natural extension of their brand values of nurturing togetherness and supporting the community.

The campaign, "Seni Dalam Rasa"—translated as "Art in Taste"—was a powerful fusion of Malaysia’s rich cultural heritage and its vibrant modern identity. This initiative celebrated the artistry in food and the stories it tells, bridging the gap between tradition and contemporary expression. It was inspired by the belief that the essence of Malaysia lies in its shared traditions and its ability to embrace modernity without losing its soul.

Ajinomoto Malaysia aimed to seize this patriotic moment to project itself as a dynamic and exciting brand, building affinity with consumers by aligning with their sentiments of national pride. During Merdeka, when Malaysians are fueled by emotions of patriotism and cultural appreciation, the campaign sought to highlight the connection between food, culture, and artistry, invoking a sense of unity and shared pride.

Central to this vision was the collaboration with four budding Malaysian artists, who transformed the rich tapestry of Malaysian culinary traditions into stunning works of art. This effort was not only a celebration of the nation’s heritage but also a tribute to the “Sapotlokal” (support local) movement, fostering national identity and supporting the local art community. By empowering these artists, Ajinomoto demonstrated its commitment to nurturing local talent and preserving the cultural traditions that define Malaysia.

Through this campaign, Ajinomoto Malaysia sought to engage the younger generation, particularly Gen-Z, who value individuality, creativity, and cultural relevance. By infusing traditional values with modern design, the campaign created a meaningful dialogue that resonated with contemporary audiences while honoring the nation’s enduring traditions.

"Seni Dalam Rasa" became more than just a campaign—it was a celebration of what it means to be Malaysian. It reminded audiences of the beauty found in their shared heritage and the importance of preserving it for future generations. Ajinomoto Malaysia not only solidified its connection to the heart of the nation but also inspired Malaysians to take pride in their culture, one flavorful story at a time.

The Solution

The 'Seni Dalam Rasa' Campaign: A Celebration of Malaysia's Cultural Soul

The 'Seni Dalam Rasa' campaign is a vibrant, integrated marketing initiative that goes beyond food—it’s a celebration of Malaysia’s rich cultural tapestry and the unifying pride we share as a nation. This campaign brought Malaysians together through meaningful activities and immersive brand experiences that honored our traditions while embracing modern creativity. Here's how each element of the campaign contributed to its success:

Collaboration with Local Artists

By partnering with four talented and diverse Malaysian artists, the campaign brought the beauty of Malaysia’s heritage to life through art. Each artist crafted unique designs that reflect the country’s cultural richness and diversity, creating a visual celebration of tradition and innovation. These designs were transformed into collectible tote bags, giving consumers a tangible piece of the campaign's essence.

More than just showcasing their artistry, the campaign celebrated the stories behind these designs. Through behind-the-scenes videos, audiences were invited into the personal journeys of the artists—their inspirations, backgrounds, and creative processes. This intimate storytelling added an emotional connection, inspiring Malaysians to appreciate not only the artwork but the culture it represents. It also aligned with the #SapotLokal movement, amplifying support for local talent while engaging a younger audience who values creativity and individuality.

Social Media & Influencer Exposure

To amplify the campaign’s reach and cultural connection, a multi-faceted social media strategy was implemented. Collaborations with foodie influencers brought Malaysian flavors to life through local recipes inspired by the 'Seni Dalam Rasa' designs. These influencers, who embody Malaysia’s culinary diversity, connected with their audiences by sharing their passion for food and art, seamlessly tying the campaign’s core message to everyday experiences.

Behind the scenes, engaging reels and videos offered a deeper look into the campaign’s artistry, further fostering connections with audiences. This approach not only extended the campaign’s visibility to new demographics but also reinforced its core message of cultural pride and unity.

Buy and Win Contest

To spark excitement and encourage participation, the campaign included a Buy and Win Contest with RM 20,000 in prizes, including domestic holiday vouchers. This initiative rewarded consumers with an opportunity to explore Malaysia’s breathtaking landscapes and cultural landmarks, creating a direct link between the pride in our nation’s diversity and the flavors that bring it to life. The contest celebrated the adventurous spirit of Malaysians while strengthening their bond with the brand.

Collaboration with Festival Permainan Malaysia (FPM)

In partnership with the Festival Permainan Malaysia, the campaign celebrated traditional Malaysian games—timeless symbols of unity and nostalgia. This collaboration offered a unique cultural experience, allowing attendees to reconnect with Malaysia’s heritage while enjoying the flavors Ajinomoto represents. By engaging in such a vibrant, culturally significant event, the brand reaffirmed its commitment to preserving and celebrating Malaysia’s traditions.

Celebrating Unity Through Diversity

The 'Seni Dalam Rasa' campaign was more than just an initiative—it was a heartfelt tribute to what makes us proudly Malaysian. By intertwining art, food, and culture, the campaign captured the essence of national pride, showcasing how our shared traditions and creative expressions bind us together. It reminded us all that Malaysia’s heritage is not just something to admire but a legacy to preserve and celebrate for generations to come.

Through its thoughtful integration of artistry, community engagement, and cultural celebration, the campaign transcended branding to become a movement that celebrated the flavors, stories, and traditions that make Malaysia unique. Ajinomoto Malaysia once again positioned itself not only as a culinary leader but as a custodian of the nation’s soul, ensuring that every Malaysian could feel the pride and joy of being part of this extraordinary journey.