Jasmine Food rides the Korean wave with cinema launch for new rice line

Jasmine Food Corporation is tapping into the enduring K-wave with its latest launch, Jasmine Oppa Rice, Malaysia’s first Korean-style rice crafted for authentic Korean dishes.

The product aims to bring the flavours and textures of Korea to local kitchens, offering a soft, fluffy, and slightly chewy rice that complements favourites such as bibimbap, kimchi fried rice, and kimbap. Halal-certified and locally packed, Jasmine Oppa Rice promises both authenticity and convenience for Malaysians looking to recreate their favourite Korean meals at home.

The launch, held at TGV Cinemas, 1 Utama, stood out for its venue choice. The cinema hall was booked for an exclusive screening of K-pop superstar G-Dragon’s worldwide premiere concert film, Übermensch, coinciding with the rice debut. While Jasmine Food did not collaborate directly with the singer, the timing offered a culturally resonant backdrop for the launch, merging entertainment, fandom, and food. Farhan Hafetz, head of brand management and new product development at Jasmine Food, explained that G-Dragon’s global influence made him the perfect symbol for a product inspired by Korea’s vibrant culture.

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“Launching a product in cinemas isn’t new for FMCG brands, but doing so for rice might just be a first,” Farhan said. “The content, G-Dragon, perfectly aligned with our product’s Korean identity. Choosing this venue allowed us to create a memorable, immersive experience for our retail partners, media friends, and guests, blending food, culture, and entertainment in one exciting moment.”

Jasmine Oppa Rice represents a strategic move for the brand to connect with K-pop and K-culture enthusiasts in Malaysia, a demographic that continues to grow as the Korean wave shows no signs of slowing. Farhan highlighted that the brand sees an opportunity to make Korean cuisine accessible in a halal context, giving Malaysians the chance to enjoy the flavours of Korea in their own homes. “With Jasmine Oppa Rice, Halal meets Hallyu, allowing consumers to experience the Korean wave not just through music and drama, but through their meals as well,” he said.

The launch event went beyond just a product showcase. Guests sampled a range of Korean-inspired dishes, experiencing firsthand how Jasmine Oppa Rice delivers the taste and texture required for classic recipes. The cinema setting allowed for a unique sensory experience, turning a simple product launch into an event that celebrated Korean pop culture and cuisine simultaneously.

According to Alan Kwong, COO of Jasmine Food Corporation, the launch marks a key step in the brand’s mission to innovate within the local rice market. “Malaysians have embraced the Korean wave in so many ways, and food is a big part of that connection,” Kwong said. “With Jasmine Oppa Rice, we’re giving Malaysians a chance to enjoy the real Korean dining experience, even at the comfort of their own homes.”

Jasmine Oppa Rice is now available at major supermarkets and grocery stores nationwide, inviting Malaysian consumers to bring a touch of Korean culinary culture into their kitchens.

Back in September, Jasmine Food marked Malaysia’s National Day and Malaysia Day with a campaign that merges heritage and technology, with an interactive mural in Kuala Lumpur powered by AI and AR features. Located along Jalan Kamunting, the artwork celebrates Malaysia’s rich traditions and diverse communities through the country’s favourite staple, rice. The mural depicts everyday scenes of warmth and togetherness, from village kitchens to city dining tables, underscoring rice as a timeless symbol of comfort and unity.

In April, the brand took an unconventional turn during Ramadan with the launch of two digital-first content initiatives: "Dapur irama" ('Rhythm kitchen'), a musical recipe series, and "Seharum bunga jasmine" ('The scent of jasmine flowers'), a TikTok-exclusive vertical drama. The campaign signalled a growing shift among legacy brands toward entertainment-based content, as younger consumers increasingly gravitate toward short-form and mobile-native formats.

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