Burger King pays tribute to Malaysian culture with new Sate burger campaign

Burger King Malaysia is diving deep into Malaysia’s culinary and cultural identity with the launch of its new limited-time "Sate burger", a homage to the country’s beloved satay tradition, reinterpreted through a flame-grilled lens.

The hyperlocal campaign, launched in collaboration with BEATNK and Malaysian illustrator NOvia Shin, fuses rich cultural storytelling with modern visual flair. At its heart, the campaign celebrates sate’s status as a unifying food icon, widely adored across all walks of Malaysian life.

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Central to the campaign is the Sate Squad, a cast of colourful characters—from Mak Cik Kuah Kacang to the fierce Flame Masters—each inspired by everyday Malaysian personalities and satay culture.

The brand film, which introduces the Sate Squad in a comic-style narrative, brings together nostalgia and novelty in a visual love letter to Malaysian culture. It begins with a familiar Malaysian satay street stall scene, with a grandmother stirring the peanut sauce, a grandpa grilling the meat sticks over a charcoal grill, a mak cik (aunty) prepping the sticks, and an uncle chopping away at some onions.

The film seamless blends artist NOvia Shin's illustrations with real life videos of the Sate burger and peanut sauce, and beautifully illustrated scenes of a Malaysian kampung (village).

Shin had infused the visuals with local textile patterns, school canteen vibes, and pasar malam flair, creating a rich and layered world that Malaysians can instantly recognise. “Drawing the Sate Squad let me weave local elements such as patterns and pasar malam vibes, into every frame. It’s a love letter to Malaysia," she said. 

Tanner Nagib, founder of BEATNK, added: “From day one, our goal was to honour satay’s cultural roots while giving it a distinctly modern edge, Novia’s illustrations helped us capture each character’s personality, turning every bite into a story.”

Drawing inspiration from the unmistakable aroma and taste of street-side satay, the Sate burger campaign leans into food as cultural memory. Burger King’s innovation team spent a year perfecting two indulgent takes on the classic. 

The Sate XL beef burger is a 5-inch flame-grilled Whopper patty topped with crunchy onions and creamy kuah kacang (peanut sauce). The Sate tendercrisp, is a fried chicken thigh paired with the same peanut sauce and onion garnish for texture and zing. Available nationwide starting July 2025, the Sate burger will only be on menus for a limited time.

“The Sate burger is more than a menu item, it’s a tribute to shared memories, flavours, and the spirit of togetherness that defines our country,” said Leong Huey Ying, head of marketing at Burger King Malaysia. “We wanted to celebrate the soul of Malaysian street food while bringing our signature flame‑grilled twist."

While the campaign thrives on social platforms like Instagram, TikTok, and Facebook, its presence is being felt across digital and traditional OOH media in key urban areas, in-store digital menu boards and kiosk wraps, as well as radio spots and YouTube TrueView ads, designed to deepen local engagement

Customers can also get their hands on a limited-edition postcard series featuring the Sate Squad, redeemable with in-store purchases.

Last month, Burger King Malaysia launched its limited time "Angus black pepper burger", a premium offering for customers seeking a more indulgent burger experience. At the heart of the campaign is the brand’s signature 100% Angus beef patty, presented as a bold upgrade from the usual fare.

The campaign, created in collaboration with Kingdom Digital, played up the burger’s rich, peppery profile with a premium yet playful tone, anchored by the tagline “Crafted differently, created distinctively.” 

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