REXKL comes alive this Chinese New Year (CNY) celebration inviting everyone to support local art, culture, food and beverage at KL’s heritage core, Petaling Street.
Carlsberg Malaysia’s “Coming Together for a Smoother Year” campaign offers urbanites a unique avenue to experience contemporary culture, local gastronomic delights along with digital immersive experience.
From Jan 17 to Feb 13, 2022, the premise features a fun maze bar created with Carlsberg crates, alongside an interactive digital wishing lantern area, where consumers can input their own CNY greetings or wishes and an interactive Zodiac Wall to get tips on optimising abundance and prosperity.
“In line with our commitment to helping communities in need, especially during trying times, we aim to provide an avenue for our consumers to eat, drink and enjoy traditional CNY offerings for the entire Lunar New Year.
“Implementing our CNY activities in the community-based cultural hub also gives us the opportunity to support local tourism and our homegrown F&B vendors,” said Carlsberg Malaysia managing director Stefano Clini.
To unveil what lies in store for consumers, Carlsberg organized a kick-off party with delicious grub and beer served in REXKL’s food hall.
Guests were then led to the main event area where ‘smoothness’ and ‘longevity’ were ushered in with CNY flair in a highly-anticipated opening ceremony, which included a traditional Chinese orchestra, calligraphy, percussion performance using Chinese drums and traditional lion dance performance.
Carlsberg’s partnership with the KL Hawker & Petty Traders Association aims to help traders in Petaling Street get back on their feet.
Through this collaboration, Carlsberg pledges support towards #SupportLokal to help hawkers and market vendors reclaim their glory days in both their lives and businesses.
By telling their stories, highlighting their obstacles and driving awareness about their authentic culinary delights via video features on social media channels, Carlsberg believes it can promote and encourage local tourists to support these traders.
Kuala Lumpur Hawkers and Petty Traders Association chairman Dato’ Ang Say Tee said they are happy to work with Carlsberg to shine the spotlight on local traders and attract more visitors to the international tourist attraction.
“While things are slowly moving in the right direction, especially with the rehabilitation of Petaling Street, there is still much more to be done. The vendors have been here for over a century so it is no longer just about preserving livelihoods, but also conserving the history and rich culture of what these individuals bring to the area,” he said.
Feng Shui and Chinese metaphysics expert Dato’ Joey Yap took the stage to share the outlook for 2022.
“2022 is a new beginning for all of us and Carlsberg has put together a campaign that not only encourages positivity but allows everyone to have better clarity and focus for a smoother, happier and healthier year ahead,” he said.
The evening progressed with cheers, beers and camaraderie as all guests observed social distancing and responsible drinking.
