Heritage meets innovation in a bold campaign that reshapes the way brands engage, entertain, and connect.
Jasmine, Malaysia’s leading rice brand, has taken a pioneering leap into the future of storytelling with the launch of Dapur Irama and Seharum Bunga Jasmine — two bold content-first initiatives that blend cultural heritage, AI-powered creativity, and mobile-native drama into an unforgettable Ramadan campaign.
More than a seasonal promotion, this campaign marks a cultural moment — one that redefines how tradition can thrive in a digital-first world.
Dapur Irama: Malaysia’s First Musical Recipe Series
At the core of the campaign is Dapur Irama — a first-of-its-kind content experience where recipes are not just taught, but sung. Each episode fuses AI-generated music and vocals with professionally curated Malaysian dishes, transforming everyday cooking into a multisensory performance.
From the rhythm of the wok to the harmony of flavours, Dapur Irama taps into the emotional and cultural resonance of food — while presenting it through a wholly modern lens. Distributed in collaboration with top KOLs and creators, the series captivated audiences nationwide, amassing over 9 million views across digital platforms.
This is not a recipe series. It’s a cultural remix.
Seharum Bunga Jasmine: A Drama Built for the Swipe Generation
Taking the campaign beyond the kitchen, Jasmine launched Seharum Bunga Jasmine — a TikTok-exclusive vertical drama that turns corporate ambition into must-watch mobile content.
Spanning 30 daily episodes of 2–3 minutes each, the series follows billionaire Ken as he searches for a new CEO. But behind boardroom doors lies a high-stakes entanglement of power, rivalry, and romance — all optimised for the vertical scroll and designed to grip audiences from the very first frame.
With this move, Jasmine becomes one of the first FMCG brands in Malaysia to produce serialised narrative content built entirely for short-form video platforms.
From Product to Pop Culture
With this campaign, Jasmine is making it clear: the future of brand storytelling lies in meaningful content that entertains, engages, and reflects the cultural pulse of the moment.
“Ramadan is a season of meaning and memory. Our aim was to honour those traditions while telling stories in ways that feel current, bold, and deeply Malaysian,” said a Dennis Foo, CEO of Jasmine Food Corporation Sdn. Bhd. “With Dapur Irama and Seharum Bunga Jasmine, we wanted to do more than advertise — we wanted to entertain, inspire, and build connection.”
These initiatives are part of Jasmine’s broader evolution from legacy rice brand to modern cultural voice — one that understands that in today’s landscape, relevance comes not just from products, but from the stories brands choose to tell.
Watch the Series
Experience the drama, music, and magic for yourself.
Watch Seharum Bunga Jasmine now on TikTok: @jasminefoodmy
And don’t miss Dapur Irama — where recipes become rhythm — available across Jasmine’s social platforms.
