OLDTOWN White Coffee toasts 25 years with menu revamp and merch drop

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

OLDTOWN White Coffee is celebrating its 25th anniversary with a nationwide campaign that pairs revamped F&B offerings with limited-edition merchandise, as the brand looks to reinforce its position in Malaysia’s competitive café landscape.

Running from now until 31 October, the campaign introduces an upgraded in-store menu across all OLDTOWN outlets, alongside a refreshed packaging design and a retail promotion aimed at driving off-premises engagement.

The refreshed menu, which will roll out nationwide from late August, puts a modern spin on 'kopitiam' (coffee shop) staples while retaining the brand’s core identity. Signature dishes such as kaya butter toast, 'nasi lemak' (coconut rice), and 'curry mee' (curry noodle) have been upgraded with improved ingredients and recipes, while new additions such as the nasi banjir (flooded rice) series, wok-fried selections, and Hainanese classics aim to expand OLDTOWN’s appeal.

Don't miss: ZUS Coffee's plushies return with an emotional twist

Value also remains a key proposition, with breakfast sets starting from RM7.90 as the brand leans into affordability while elevating taste.

Alongside the dine-in upgrades, OLDTOWN has unveiled refreshed packaging across its product line, reflecting a more contemporary aesthetic while underscoring its focus on quality and freshness.

On the retail front, OLDTOWN is rolling out a special edition 25th anniversary tote bag available via redemption. Shoppers who purchase two packs of OLDTOWN White Coffee sachets at participating outlets can claim the tote at the customer service counter, tying the brand’s FMCG and F&B arms together in a unified celebration.

“Reflecting on our 25th anniversary of championing Malaysian food and drink culture, we’re so proud that OLDTOWN White Coffee has maintained its authenticity while evolving with the times. That’s why our signature three-bean blend that launched the brand in 1999 still anchor every cup enjoyed today, whether a pre-mix savoured at home, or freshly made cup in a bustling urban outlet or quiet neighbourhood location where our regulars know each other by name,” said Fiona Tan, general manager of JDE Malaysia, brand owner of OLDTOWN.

She added that the brand’s latest innovation, a coconut-flavoured white coffee, is one way OLDTOWN is connecting with a new generation of consumers who seek variety, authenticity and a strong sense of heritage.

Furthermore, Tan said OLDTOWN has evolved beyond a beverage brand to become a symbol of Malaysian culture and pride. She added that the 25th anniversary serves not only as a milestone celebration, but also as a reaffirmation of the brand’s commitment to creating spaces where Malaysians can continue to connect over familiar, well-loved flavours.

Elsewhere in Malaysia’s coffee scene, brands have also been leveraging limited-edition merchandise and cultural moments to deepen engagement.

In April, Wonda Coffee launched a Keluang Man-themed campaign ahead of the superhero’s live-action movie release. The initiative featured exclusive merchandise, including keychains, comic books, action figures and a branded umbrella, available via a multi-location redemption mechanic.

Wonda also introduced a special-edition ‘Wonda Kopi Edisi Kluang’ with packaging inspired by the movie’s characters, distributed through 7-Eleven, Shell Select, myNews, Mesra, Family Mart and Petron stores, as well as online.

Last year, ZUS Coffee released one million Palestine-themed cup sleeves as part of its #WakeUpForGaza initiative. The campaign encouraged customers to write personal messages of hope on the sleeves, which the brand positioned as symbols of solidarity. Customers were also urged to share their messages on social media and tag the brand to help “spread the message around the world”.

share on