Turning Feline Fandom into A Loyalty Play With Auntea Jenny Malaysia

Global fresh fruit tea chain Auntea Jenny Malaysia has selected Kingdom Digital Malaysia to lead its creative marketing strategy across the causeway. To accelerate its local growth and elevate brand awareness, the Halal-certified tea brand will tap into Kingdom Digital’s strategic capabilities to engage Malaysian consumers, building local resonance and brand loyalty.

Founded in 2013 in China, Auntea Jenny operates over 10,000 stores globally across key markets, including the UK, South Korea, and Malaysia. Celebrated for its signature fruit teas packed with real fruit and toppings, the brand delivers a satisfying, filling beverage experience. To establish a strong foothold in Malaysia’s competitive mid-priced tea segment, Auntea Jenny has selected Kingdom Digital to drive an integrated digital strategy—spanning social content creation, targeted media buying, and end-to-end KOL management across TikTok and REDnote (Xiaohongshu).

Tapping into IP Fandom Culture to Build Community

The campaign kicked off by turning a playful teaser into an internet sensation. Unsuspecting fans logged on to find Auntea Jenny’s social channel takeover by raw, 5-second cat-POV clips and nonsensical keyboard-mashed captions, sparking instant chatter over whether the brand had been hacked. Auntea Jenny capitalised on the viral momentum by releasing an official statement naming their resident office cat, "Mao Mao", as the culprit, effectively turning the social media mishap into the formal launchpad for the partnership.

The campaign centres on an exclusive collaboration with Tai Zi by Shiba Says, featuring the popular feline IP character. Built on the insight that Malaysian cat owners willingly bow down to their furry "bosses", Kingdom Digital crafted the core campaign idea: "Show Them Who’s Boss." By tapping into feline humour and relatable pet-owner dynamics, the partnership turns a simple beverage purchase into an expression of self-confidence and belonging.

"Kingdom Digital stood out as a partner that shares Auntea Jenny’s commitment to quality, creativity, and delivering meaningful experiences to consumers," said Mr Ng Ching Wai, General Manager of Auntea Jenny Malaysia. “This collaboration allows us to engage the local community in a fun, fresh way while creating memorable moments for our customers through an authentic and engaging partnership."

"Using IP as an entry point allows us to play actively in the fandom space to build genuine community," added Sook Yan, Senior Digital Art Director at Kingdom Digital. "By grounding global characters like Tai Zi in everyday 'cat moments', we turned tea runs into an empowering identity that consumers proudly share on social media."

Turning Teatime into Collectible Experiences Across Malaysia

To reward fans and drive sustained engagement through a second comeback wave, Auntea Jenny launched a limited-edition Gift-With-Purchase (GWP) collectible blind box. Featuring four unique designs, customers receive a complimentary plushie when purchasing the signature Watermelon Mango Grapefruit Sago from the Watermelon Series.

Beyond immediate campaign hype, the partnership supports Auntea Jenny’s ambitious long-term expansion across Malaysia, with the brand on track to reach 80 stores nationwide by the end of the year while rapidly growing its digital community.

"This year is all about scaling our presence, introducing fresh product innovations, and delivering a richer experience for our consumers through our mobile app and membership ecosystem," added Mr Ng. "The Tai Zi collaboration is just the beginning. Tea lovers across Malaysia can look forward to even more seasonal flavours, exclusive member perks, and unexpected brand partnerships that bring fun and flavour beyond the cup."

To stay in the loop on store openings and upcoming surprises, consumers can follow Auntea Jenny Malaysia on Facebook, Instagram, TikTok, and REDnote.