What happens when KFC Malaysia's Raya celebration gets ‘riuh’?

KFC Malaysia is dialing up the energy this festive season with its Raya 2026 campaign, “Ini baru riuh” ('Now, this is a celebration'), bringing together bold flavours, music and shared experiences to celebrate the spirit of togetherness.

At the heart of the campaign is the brand’s limited-time 'Riuh rempah' ('Riuh spice') series and 'Bucket riuh', designed to elevate festive gatherings with stronger flavours and a more vibrant dining experience. But beyond food, KFC is extending the idea of “riuh”, or lively celebration, into culture and community.

To bring this to life, the brand has teamed up with Wani Kayrie and ERA FM, alongside Rocketfuel Entertainment, to launch the Raya track “Kampung Kita” ('Our village').

KFC shared with A+M, that the collaboration reflects how Malaysians naturally celebrate the festive season through music and shared moments. “This Raya, KFC Malaysia is bringing the campaign to life with two bold limited-time flavours, that make gatherings livelier and more memorable. To extend that same ‘riuh’ spirit beyond food, we collaborated with Wani Kayrie, to express it through music— a big part of how Malaysians experience Raya.”

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Blending modern Raya sounds with traditional gamelan (Indonesian ensemble or orchestra) influences, the track mirrors the campaign’s overall approach, pairing familiar festive elements with a contemporary twist. The music video and its adaptations will run across KFC Malaysia’s campaign film and digital content throughout the Raya period.

“The ‘Kampung Kita’ music video sets the mood for ‘Ini baru riuh’, helping to bring out the festive, lively feel of the campaign. You’ll see bespoke renditions of it featured across KFC Malaysia’s campaign film and digital content,” the brand shared. The music video also weaves in KFC’s Raya flavour series through scenes of family and friends coming together over shared meals.

In tandem, Wani Kayrie has also been featured across KFC Malaysia's 'Riuh rempah' social promotional content.

Beyond the screen, KFC is also leaning into on-ground experiences with its "Kongsi sama-sama" (shared together) open house initiative, which began during Chinese New Year and continued into Ramadan. Designed as a space for communities to gather, the initiative reflects the shared spirit of generosity and togetherness across festive occasions.

“An open house format works because Chinese New Year, Ramadan and Raya share a common thread of bringing people together and celebrating shared moments through generosity,” the KFC Malaysia team shared, adding that sessions often ran late into the night as Malaysians came together with friends, family and neighbours.

The open house initiative has already toured several states across Malaysia, including Sarawak, Johor, Perak, Penang and the Klang Valley.

Building on this, the brand is set to roll out "Sama-sama kongsi Raya" ('Sharing Raya together'), extending the concept into Hari Raya, where open houses are a deeply rooted tradition. The initiative aims to move KFC beyond transactions, creating spaces for connection and celebration across communities. These efforts sit alongside KFC’s broader community initiatives, including the "Kongsi kasih, kongsi rezeki" (Share the love and blessing) meal distributions, scholarships for undergraduates, and outreach programmes under its "Add hope" platform, reinforcing the belief that festive celebrations are most meaningful when shared.

The Raya push also builds on momentum from KFC’s earlier Chinese New Year campaign featuring Quby, a playful and expressive character designed to resonate with younger audiences through relatable, shareable content and limited-edition collectibles.

The Quby campaign aims to tap into youth culture— bringing fun, relatability, and emotional expression to KFC Malaysia’s festive celebrations. The character, created by Chinese illustrator Zhong Chaoneng, came in several personas as blind box phone charms. Namely: Main Character, Hangry, Delulu, Sleepy, and a secret edition persona.

The Quby campaign follows the brand's "Kepcibara" campaign from July last year, which introduces a trio of charming capybara plushies that are set to capture hearts. At the centre of the campaign are three 3.5-inch tall plushie capybaras, each with their own quirky personality and backstory. Once ordinary capybaras who escaped the zoo, Chiket, Buck Buck, and Zingi became utterly obsessed with the irresistible aroma of KFC, transforming into the “Kepcibaras” in their quest to devour all things crispy and delicious.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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