A new dim sum concept with a big idea and no audience yet. We built the launch campaign — a story rooted in growing up Malaysian — that turned opening weekend into a fully-booked, line-out-front moment.
Launch a new dim sum brand into a crowded F&B scene with a concept worth talking about — and fill the room from day one, not month six.
A brand-new name with zero following, opening into a city that already has a hundred dim sum spots. The food was ready; the audience didn't exist yet. The launch had one chance to land.
booked out across opening weekend — and a waitlist for the week that followed.
We found the story before we shot a thing. "Anak Malaysia Dim Sum" — dim sum through the eyes of a kid who grew up here, where the kopitiam, the wet market and grandma's table all live on one plate. A concept people felt before they tasted.
From there we built a launch campaign that ran like a countdown: teaser films that leaned into nostalgia, mouth-watering dish reveals, and a hero spot that tied the food to the feeling. Each piece was cut for the platform it lived on and timed to build pressure toward opening day.
A focused paid layer put the campaign in front of food-lovers across the Klang Valley, with a simple booking path so interest turned straight into reservations. By launch night, the room was full and the waitlist was growing.
Opening weekend booked out completely, with a waitlist rolling into the following week. The campaign didn't just announce a restaurant — it gave people a reason to show up before the doors had even opened.
No generic proposal. A short conversation, then a real plan — built around how your customers decide to trust you.
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