The Gardens Mall Sets the Stage for a World-First Japanese Dining Experience
If ramen is the warm hug of Japanese comfort food, and tonkatsu is its golden, crispy high-five, what happens when you put them in the same room?
When our client approached us with the task of launching the world’s first combined IPPUDO | MAiSEN outlet — not in Japan, but in Malaysia — we knew this wasn’t just another restaurant opening. It was a once-in-a-lifetime opportunity to tell a global-first story with local heart.
The Challenge
IPPUDO, renowned for its rich tonkotsu ramen, and MAiSEN, famous for tonkatsu so tender it can be cut with chopsticks, had never before shared a space. The client’s vision was to debut this pioneering dining concept at The Gardens Mall, Kuala Lumpur and cement it as a must-visit culinary destination from day one.
The brief was clear:
Position Malaysia as the stage for a world-first Japanese dining concept
Create excitement that would resonate with food lovers, media, and influencers alike
Deliver measurable PR impact that matched the prestige of the launch
Our Approach
We designed an integrated launch strategy that blended storytelling, media engagement, and immersive experiences:
1. Crafting the Narrative
We anchored the campaign in a simple but powerful idea: What happens when Japan’s most comforting ramen meets its most exquisite tonkatsu? The answer — a cultural and culinary synergy that could only be described as “magic.” This narrative gave us the emotional hook to build media angles, KOL talking points, and event storytelling.
2. Media & KOL Launch Event
We hosted an exclusive preview at The Gardens Mall, inviting 24 media outlets and 15 KOLs to be among the first to taste the full experience. The event was designed to immerse guests in both brands’ legacies — from ramen-making theatrics to the delicate art of tonkatsu plating.
3. Strategic PR Outreach
We targeted lifestyle, F&B, and news media with tailored pitches that highlighted the world-first angle, the collaboration’s craftsmanship, and Malaysia’s role as the launch destination. This was complemented by curated social content from our invited KOLs to extend reach organically.
The Results
We’re proud to report that our integrated campaign delivered exceptional impact, both in numbers and narrative reach.
Total PR Value: RM783,210.44
ROI: 31.8x
Total Earned Coverage: 117 pieces
(1 Print, 13 Online, 103 Social)Total Reach: 1,940,738
Total Impressions: 1,293,890
Total Readership: 18,751,078
Event Attendance Rate: 100%
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