ZUS Coffee taps Dato' Sri Siti Nurhaliza as brand ambassador

Malaysian coffee chain ZUS Coffee has appointed national songstress Dato' Sri Siti Nurhaliza as its newest brand ambassador, following days of speculation from fans online.

The partnership was unveiled in an Instagram post featuring the caption, "Pagi kopi, petang tea, ini hari Siti!" ('Morning coffee, afternoon tea, today Siti') with the brand welcoming the singer to the "ZUS family" and describing her as someone "who has inspired Malaysians for generations".

The reveal comes a week after ZUS Coffee teased the announcement with a video featuring the singer's recognisable silhouette. Text accompanying the teaser read, "Our brand ambassador is ready to meet you. She serves vocals and maybe tea too."

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The campaign quickly sparked excitement among fans, many of whom correctly guessed the mystery ambassador from the visual clues. Others played on the brand's tagline, "A necessity, not a luxury", with comments referring to the partnership as a "NecesSITI".

The appointment also marks the latest chapter in ZUS Coffee's long-running association with the singer.

In 2025, the brand generated widespread online buzz with a billboard that cheekily declared "ZUS Coffee is Siti's favourite", before revealing in smaller text, "Might not be the Siti you're thinking of".

The execution referenced a nearby billboard featuring Nurhaliza for healthcare brand Appeton, prompting widespread discussion across social media for its playful use of contextual outdoor advertising while staying within local advertising guidelines.

With an official partnership now unveiled, the latest campaign appears to bring that playful nod full circle, transforming what began as a tongue-in-cheek reference into a formal brand ambassadorship.

A+M has reached out to ZUS Coffee for more information.

The appointment adds to a string of marketing moves by ZUS Coffee as it continues to strengthen its brand across Southeast Asia. Over the past year, the coffee chain has leaned into creator collaborations, original intellectual property and experiential activations, including partnering with Thai character Butterbear following the success of its in-house mascot ZUS Buddy, as well as launching its "Drip & Drop" campaign that combined music, culture and on-ground experiences to deepen customer engagement.

Beyond marketing, the brand has also accelerated its regional expansion, entering Thailand and, more recently, Indonesia as it pursues its ambition of becoming a leading accessible specialty coffee brand in Southeast Asia. Alongside its expansion, ZUS has continued to localise its offerings and invest in community partnerships to strengthen its presence in each market.

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