A&W is one of Malaysia’s most recognisable heritage brands — from the frosty mug root beer to the iconic drive-ins that shaped generations of memories. What happens when a brand from your parents’ dating days suddenly becomes cool again on TikTok?



Staying relevant isn’t guaranteed. As consumer tastes shift and competition intensifies, how do you refresh a legacy brand so it speaks to boomers, millennials, and Gen Z all at once?



We speak with Andrew Khoo, Executive Chairman and CEO of the MUI Group, and Director of A&W Malaysia, about the brand’s renewed momentum, its expanding footprint, and what it really takes to evolve a nostalgic favourite into a modern, multi-generational brand.



A conversation on heritage, reinvention, and why a revival is more than just nostalgia.

A&amp;W is one of Malaysia’s most recognisable heritage brands — from the frosty mug root beer to the iconic drive-ins that shaped generations of memories. What happens when a brand from your parents’ dating days suddenly becomes cool again on TikTok?Staying relevant isn’t guaranteed. As consumer tastes shift and competition intensifies, how do you refresh a legacy brand so it speaks to boomers, millennials, and Gen Z all at once?We speak with Andrew Khoo, Executive Chairman and CEO of the MUI Group, and Director of A&amp;W Malaysia, about the brand’s renewed momentum, its expanding footprint, and what it really takes to evolve a nostalgic favourite into a modern, multi-generational brand.A conversation on heritage, reinvention, and why a revival is more than just nostalgia.

Marketing Mojo examines the dynamic world of branding and marketing strategies. We explore the latest trends, share expert insights, and uncover innovative tactics to help you ignite your brand's spark and captivate your audience. Get ready to drive your brand (and sales) to new heights with Marketing Mojo!!

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Root Beer, Retro Vibes & Revival

Search isn’t dead, it’s just different. In 2026, the traditional marketing funnel has collapsed into a single "infinite loop." According to Vase.ai’s latest report on Media Consumption Behaviors Across Generations, Malaysians now want to be entertained, educated, and sold to, all within the same feed. 



Julie Ng, CEO of Vase.ai, joins BFM to unpack the rise of this "Full-Funnel Feed" and what it means for brands in the year ahead.



We discuss:




The "Full-Funnel Feed": How the lines between scrolling for fun, searching for news, and shopping have blurred into a single blended habit.


The New Search Wars: Why TikTok (64%) has overtaken Facebook (49%) and Google as the primary engine for brand discovery in the "Social Discovery Era."


Platform Roles: Julie explains the "Relationship" dynamic of social media: why consumers "Date on TikTok, but Marry on Instagram", using one for viral discovery and the other for deep verification.


The "Trailer vs. Movie" Strategy: Debunking the myth of short attention spans. Why 76% of Malaysians still flock to YouTube for long-form entertainment and learning, provided the short-form "trailer" hooked them first.


The Review Economy: Why "visual proof" (like bending a shoe sole on a livestream) and video reviews are the secret sauce for social commerce conversion.


2026 Outlook: Why the metric for the year ahead is shifting from Traffic to Trust.

Search isn’t dead, it’s just different. In 2026, the traditional marketing funnel has collapsed into a single "infinite loop." According to <a target="_blank" rel="noopener noreferrer nofollow" href="http://Vase.ai">Vase.ai</a>’s latest report on Media Consumption Behaviors Across Generations, Malaysians now want to be entertained, educated, and sold to, all within the same feed.&nbsp;Julie Ng, CEO of <a target="_blank" rel="noopener noreferrer nofollow" href="http://Vase.ai">Vase.ai</a>, joins BFM to unpack the rise of this "Full-Funnel Feed" and what it means for brands in the year ahead.We discuss:<ul><li>The "Full-Funnel Feed": How the lines between scrolling for fun, searching for news, and shopping have blurred into a single blended habit.</li><li>The New Search Wars: Why TikTok (64%) has overtaken Facebook (49%) and Google as the primary engine for brand discovery in the "Social Discovery Era."</li><li>Platform Roles: Julie explains the "Relationship" dynamic of social media: why consumers "Date on TikTok, but Marry on Instagram", using one for viral discovery and the other for deep verification.</li><li>The "Trailer vs. Movie" Strategy: Debunking the myth of short attention spans. Why 76% of Malaysians still flock to YouTube for long-form entertainment and learning, provided the short-form "trailer" hooked them first.</li><li>The Review Economy: Why "visual proof" (like bending a shoe sole on a livestream) and video reviews are the secret sauce for social commerce conversion.</li><li>2026 Outlook: Why the metric for the year ahead is shifting from Traffic to Trust.</li></ul>

Date on TikTok, Marry on Instagram? Brand Discovery in 2026

Global internet users have hit 6 billion, and in Malaysia, penetration is at 98%. But the real story isn't connectivity, it's how we find information. The "entry point" to the internet has shifted: TikTok is now the first layer of discovery, while ChatGPT serves as an "answer engine," creating a "no-click" environment where users get synthesized answers without ever visiting a website.



Mimrah Mahmood, VP of Enterprise APAC at Meltwater, joins BFM to unpack their Digital 2026 Global Overview Report. We discuss why brands must optimise content for machines (LLMs) just as much as humans, and how Malaysian consumers, spending over 41 hours a week online, are navigating this new landscape.



We discuss:


The "No-Click" Threat: How Generative AI collapses the research journey. Mimrah explains that instead of visiting multiple websites, users now get synthesized answers, forcing brands to optimize for "Answer Engines."


Social Search vs. Google: Why platforms like TikTok and YouTube have become the "entree" to discovery for Malaysians, while Google is retained for the "main course" of verification.


The "Calculators" of Content: Why LLMs aren't smart, they are just calculators. Mimrah explains why proper HTML tagging and structured data are crucial if you want your brand to be visible to AI models. **


The "Blended" Behaviour: How consumers fluidly switch between AI for exploration and traditional search for confirmation.


The Death of Viral Reach: Why social media behavior is moving into private feeds (Dark Social) and why reach is now a "data problem," not a volume problem.


Platform Wars: TikTok as a "Cultural Operating System," WhatsApp as a service layer, and the surprise entry of RedNote as a channel to watch.


The 41-Hour Week: With Malaysians spending 41 hours online weekly, Mimrah argues that "digital maturity" demands rigorous consumer journey mapping over broadcasting.

Global internet users have hit 6 billion, and in Malaysia, penetration is at 98%. But the real story isn't connectivity, it's how we find information. The "entry point" to the internet has shifted: TikTok is now the first layer of discovery, while ChatGPT serves as an "answer engine," creating a "no-click" environment where users get synthesized answers without ever visiting a website.Mimrah Mahmood, VP of Enterprise APAC at Meltwater, joins BFM to unpack their Digital 2026 Global Overview Report. We discuss why brands must optimise content for machines (LLMs) just as much as humans, and how Malaysian consumers, spending over 41 hours a week online, are navigating this new landscape.We discuss:<ul><li>The "No-Click" Threat: How Generative AI collapses the research journey. Mimrah explains that instead of visiting multiple websites, users now get synthesized answers, forcing brands to optimize for "Answer Engines."</li><li>Social Search vs. Google: Why platforms like TikTok and YouTube have become the "entree" to discovery for Malaysians, while Google is retained for the "main course" of verification.</li><li>The "Calculators" of Content: Why LLMs aren't smart, they are just calculators. Mimrah explains why proper HTML tagging and structured data are crucial if you want your brand to be visible to AI models. **</li><li>The "Blended" Behaviour: How consumers fluidly switch between AI for exploration and traditional search for confirmation.</li><li>The Death of Viral Reach: Why social media behavior is moving into private feeds (Dark Social) and why reach is now a "data problem," not a volume problem.</li><li>Platform Wars: TikTok as a "Cultural Operating System," WhatsApp as a service layer, and the surprise entry of RedNote as a channel to watch.</li><li>The 41-Hour Week: With Malaysians spending 41 hours online weekly, Mimrah argues that "digital maturity" demands rigorous consumer journey mapping over broadcasting.</li></ul>

From TikTok to ChatGPT: How Algos & AI Are Rewiring Discovery

Shopping today is no longer just about price, speed, or convenience. It's about experience. As entertainment, commerce, and culture converge, platforms like TikTok Shop are reshaping how consumers discover, trust, and buy from brands.



We speak with Abby Ling, Managing Director of Southeast Asia at Nativex and an official TikTok Marketing Partner, about how “shoppertainment” is changing the rules of e-commerce in Malaysia. 



With the country now accounting for more than 10% of TikTok Shop sales in Southeast Asia, we discuss how creators are becoming entrepreneurs, how SMEs are scaling beyond borders, and what brands must understand to compete in this new attention-driven marketplace.



Image Credit: Shutterstock

Shopping today is no longer just about price, speed, or convenience. It's about experience. As entertainment, commerce, and culture converge, platforms like TikTok Shop are reshaping how consumers discover, trust, and buy from brands.We speak with Abby Ling, Managing Director of Southeast Asia at Nativex and an official TikTok Marketing Partner, about how “shoppertainment” is changing the rules of e-commerce in Malaysia.&nbsp;With the country now accounting for more than 10% of TikTok Shop sales in Southeast Asia, we discuss how creators are becoming entrepreneurs, how SMEs are scaling beyond borders, and what brands must understand to compete in this new attention-driven marketplace.Image Credit: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.shutterstock.com/image-photo/internet-things-marketing-conceptscustomer-use-application-552853360?trackingId=%7B%22app%22%3A%7B%22module%22%3A%22image-search-results%22%2C%22name%22%3A%22next-web%22%2C%22page%22%3A%22ecomm%22%7D%2C%22providers%22%3A%5B%7B%7D%5D%2C%22svc%22%3A%22recommendation-api%22%2C%22strategy%22%3A%7B%22name%22%3A%22INTENT%22%2C%22version%22%3A%221.0%22%7D%2C%22uuid%22%3A%22021ebdc2-88df-4823-b71c-d22be4ef2c68%22%7D">Shutterstock</a>

Root Beer, Retro Vibes & Revival

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