Carlsberg Malaysia successfully concluded its World of Smooth 2025 campaign, a nationwide celebration of Malaysia’s fiery food culture and the smooth refreshment of Carlsberg Smooth Draught.
The campaign culminated with the CarlsCrib: Smooth Editon Finale that drew 5,000 guests to Sentul Depot, Kuala Lumpur across two days from Nov 14 to 15, 2025.
The immersive hangout brought to life everything Malaysians love about the spicy food culture, pairing fiery food with the smoothest beer in town and delivering an experience made for good vibes and great company.
“With World of Smooth 2025, we are levelling up the Spicy Trail journey. Food is at the heart of the Malaysian culture, and our passion for spicy flavours deserves to be celebrated alongside the effortlessly smooth brew that is Carlsberg Smooth Draught.
“At Carlsberg, it is always about more than just beer, it is about delivering experiences that are unique, cool and right on trend. From spicy food collabs to the coolest tunes, this campaign brings together everything that is made #BestWithCarlsberg,” Carlsberg Malaysia marketing director Olga Pulyaeva.
The event featured a curated line-up of spicy food centred around three themed areas inspired by Chinese, Indian and Thai flavours, each serving favourites across various food vendors.
The first 500 guests each day received a complimentary Spicy Passport, unlocking a smooth and spicy tasting journey that paired spicy bites with ice cold Carlsberg Smooth Draught at every turn. From Mala Chicken and Bo bo Ji to Pani Puri, Squid Balls and cooling Mini Ice Cream, visitors discovered a curated selection of spicy flavours that brought the campaign idea to life.
Six music acts from Hong Kong, Italy, Thailand and Malaysia took centre stage with live performances by Hong Kong singer and actress Shiga Lin, supported by Tydel’s smooth sonic vibes, energetic Indian-influenced rhythms from YuNoHoo and DJs Angemi, Roxy June and DJ Tick featuring Reeve.
Live band Fang Kong amplified the atmosphere throughout the evenings with raw, immersive music that set the tone for the night.
Guests also enjoyed hands-on cocktail workshops with Soma Bar, interactive games such as the Spicy Hammer and Claw Machine, posed at the AI enhanced photo booth for instant social media content, and explored a variety of eye-catching spots perfect for capturing their #BestWithCarlsberg moments.
As part of its #CELEBRATERESPONSIBLY campaign, Carlsberg also partnered with Grab and Buddy Driver to provide guests with ride promotion codes.
CarlsCrib Smooth Edition capped off a nationwide journey that celebrated Malaysia’s fiery food culture and the smooth refreshment of Carlsberg Smooth Draught. From Sept to Nov, 2025, the World of Smooth 2025 campaign invited fans to explore flavour-packed experiences, such as recommendations for food pairings and the Smoothest Self-Heating Steamboat Set created in partnership with MiX Store, allowing fans to customise their heat and smoothness level using Carlsberg Smooth Draught.
The campaign includes rewards and contests still running nationwide through Nov 30, 2025. Consumers who purchase RM90 worth of Carlsberg Smooth Draught at participating pubs, or six big bottles at eateries, or two six-can packs at super and hypermarkets, 99Speedmart or online platforms, stand a chance to take home the limited-edition mini-Bluetooth speakers, adding an auditory dimension to the multi-sensory World of Smooth experience.
Those visiting convenience stores can also enter for a chance to win the full set by purchasing any Carlsberg Smooth Draught can at participating outlets.
For more information, visit https://bestwithcarlsberg.my/wos/.
Carlsberg and all its activities and promotions are strictly for non-Muslims aged 21 and above. Carlsberg advocates responsible consumption and urges everyone to remember to always #CELEBRATERESPONSIBLY, if you drink, don’t drive.
