Subway Malaysia reels in attention with goldfish dance flash mob in KL

Subway Malaysia took an unconventional turn this Chinese New Year by reimagining a familiar festive ritual, replacing the expected lion and dragon dances with a goldfish-inspired street performance that stopped passersby in their tracks.

The fast-food brand engaged a traditional Chinese dance troupe, typically associated with lion and dragon performances, to debut what it dubbed the “Subway fish dance”. The surprise activation unfolded on the streets of Kuala Lumpur, where the sight of a goldfish dance during the festive period sparked curiosity and drew crowds, precisely because it broke with tradition.

The performance culminated in an unexpected reveal. Onlookers who gathered to watch the spectacle were handed complimentary gifts, which turned out to be vouchers tied to Subway Malaysia’s latest menu launch, the golden assam fish sub.

Malaysia Kepong Hong Teck was picked to lead the performance, chosen for its ability to adapt traditional forms into something visually arresting within a tight urban setting. According to Evelyn Lee, marketing director of Subway Malaysia, the troupe’s creativity and competitive experience made it the right fit to execute an attention-grabbing routine that could thrive amid street-level chaos. “With their creativity, extensive exposure to the dance and proven track record in competitive performances, the group was the choice to execute the attention-grabbing formation in a tight space, designed to captivate audiences,” she said.

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The activation took place at REXKL, a cultural hotspot known for its steady flow of locals and tourists. Timed for a busy Sunday evening, the 30-minute performance kicked off at 8pm, catching post-dinner crowds as they filtered through the area. Midway through the routine, the troupe surprised spectators by weaving a nostalgic rendition of ‘Rasa Sayang’ into the high-energy percussion, anchoring the activation in local heritage while keeping the mood playful.

Rather than promote the event in advance, Subway Malaysia opted for a flash-mob style approach to drive organic attention and social sharing. Lee explained that the brand leaned into surprise to create a more authentic moment. “By ‘ambushing’ the crowd with a flash-mob style approach, we created a raw, authentic experience,” she said. “We started with a few teasing knocks of the drum to pique curiosity as the goldfish emerged from the alleyways, building an organic ‘vivid and vibrant’ energy that naturally encouraged people to pull out their phones and share the moment.”

Behind the scenes, the activation was a collaborative effort. PHD Media led overall planning and project management, iMedia handled on-ground execution, while Beatnk translated the street spectacle into digital momentum through social media amplification.

Elsewhere in Malaysia, brands have been activating their Chinese New Year campaigns in physical spaces to drive real-world engagement. Tiger Beer Malaysia is leaning into street culture and live music to inject fresh energy into Chinese New Year 2026. Besides of the Tiger x atmos, Spirit of the Tiger collection launch, the brand has extended its festive presence into live, on-ground experiences with Tiger Town, an event combining food, interactive activities and live performances by local acts including 3P and Chang Yong, positioning music as a key driver of communal celebration.

Meanwhile, Astro Malaysia will roll out a series of on-ground roadshows from January 2026, bringing artists and festive activities closer to audiences nationwide. The celebrations will culminate with the launch of the KUDADA 酷哒哒 Pop-Up Channel (CH 100) from 9 February to 11 March 2026, featuring curated festive movies, dramas and specials, for its 2026 Chinese New Year campaign, “All right! Kudada”.

And Julie’s Biscuits is ushering in the Year of the Horse with the return of its annual Chinese New Year roadshow, unveiling a five-day experiential pop-up at Pavilion Bukit Jalil designed to blend festive traditions with immersive brand storytelling. The “Unlock a joyful new year” roadshow transforms the space into a serene, photo-worthy festive sanctuary inspired by The Peach Blossom Spring, a classical Chinese literary work that imagines a hidden utopia removed from the rush of everyday life.

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