Juniper
PUTIEN Malaysia held a brand launch event on 18 July 2026 at EVERSE 2026, where it officially unveiled two major initiatives: an exclusive Sun Bear plush toy created in collaboration with Tourism Malaysia, and the launch of the Young Legend Club, a new youth community designed for the younger generation.
The event not only showcased PUTIEN’s latest achievements in product innovation and cross-industry collaboration, but also marked an important step in the brand’s efforts to engage Malaysia’s new generation of consumers through a younger and more interactive approach.
The launch was witnessed by distinguished guests, including Mr Joey Law, Vice President of PUTIEN; Mr Samuel, Deputy Director-General of Promotion at Tourism Malaysia; the Director of Outreach and Partnerships at SEGi University & Colleges; and the Head of Innovation and Business Development at OGAWA Malaysia.
PUTIEN Partners with Tourism Malaysia
The Sun Bear Embraces “Spicy Mom” and Brings Malaysian Flavours to a Wider Audience The first highlight of the event was the official launch of an exclusive Sun Bear plush toy, jointly created by PUTIEN Malaysia and Tourism Malaysia. Inspired by Malaysia’s iconic sun bear, the plush toy is specially designed holding a jar of PUTIEN’s signature product—the Spicy Mom Chilli Sauce. Its overall design combines Malaysian tourism culture, local culinary elements and PUTIEN’s brand identity, creating a collaborative product with commemorative significance, collectible value and a meaningful cultural story.
The sun bear represents Malaysia’s rich and precious natural heritage, while the Spicy Mom Chilli Sauce in its arms reflects the country’s diverse and distinctive food culture. Together, they transform the plush toy from a charming souvenir into a unique medium for sharing the stories of Malaysian culture and cuisine.
Spicy Mom Chilli Sauce Infused with Melaka Cincalok
A key reason behind the collaboration between PUTIEN and Tourism Malaysia is the inclusion of a uniquely Malaysian traditional ingredient in PUTIEN’s Spicy Mom Chilli Sauce—Melaka cincalok, a fermented shrimp condiment.
Cincalok is one of Melaka’s most representative traditional foods. Commonly produced by fermenting small shrimp, it is known for its distinctive savoury, briny and aromatic flavours. PUTIEN incorporates this traditional Malaysian ingredient into its Spicy Mom Chilli Sauce, preserving the sauce’s signature spiciness while adding greater depth and a stronger local character.
This much-loved recipe has remained popular among PUTIEN customers over the years and reflects the brand’s understanding, respect for and integration of Malaysian food culture. Through a single jar of chilli sauce, PUTIEN hopes to offer local consumers a familiar taste of Malaysia while introducing international visitors to Melaka cincalok and the country’s rich culinary heritage.
Built around the concept of “the Sun Bear embracing Spicy Mom Chilli Sauce,” the collaborative plush toy symbolises the coming together of Malaysia’s natural heritage, tourism culture and local cuisine. It presents these stories to the public in a more youthful, approachable and engaging way.
Official Launch of the Young Legend Club
The second major highlight of the event was the official launch of PUTIEN Malaysia’s new youth community—the Young Legend Club.
PUTIEN has been established in Singapore for 26 years and has operated in Malaysia for 16 years. Over the years, many loyal customers have grown alongside the brand since its early days. As this original customer base gradually matures, PUTIEN has begun considering how it can establish deeper and more meaningful relationships with the next generation.
During the launch, PUTIEN shared the following message:
“If the younger generation never discovers PUTIEN today, PUTIEN may not become part of their future tomorrow.”
This belief lies at the heart of the Young Legend Club.
Young Legend is not simply another restaurant membership programme. It represents PUTIEN’s long-term strategy to engage the next generation of customers. By understanding young people’s interests, lifestyles, personal goals and social needs, the brand aims to create a platform where they can explore, connect, learn, enjoy new experiences and realise their potential.
Guided by the philosophy “Young Today, Legend Tomorrow,” Young Legend encourages young people to take chances, gain experience and grow through every opportunity, challenge and meaningful experience—ultimately becoming legends in their own lives.
The Young Legend Club is built around four core pillars:
Explore
Members are encouraged to discover new experiences, step beyond their comfort zones and broaden their horizons through travel, food adventures, company visitsvand exposure to different industries.
Build
Through business sharing sessions, skills exchanges, brand experiences and educational activities, young people can develop knowledge, abilities, professional networks and confidence.
Play Hard
Sports, games, entertainment and social activities will provide members with opportunities to unwind, enjoy life and connect with like-minded individuals.
Earn It
By participating in activities, completing challenges and contributing creative ideas, members can earn rewards, recognition, exclusive privileges and opportunities to showcase their abilities.
Moving forward, the Young Legend Club will organise a wide range of programmes, including treasure hunts, company visits, business-sharing sessions, sporting activities, entertainment experiences, food explorations and creative events initiated and organised by young members themselves. Through these opportunities, young people can progress from being participants to becoming creators of their own experiences.
