The Ascott Star Rewards (ASR) Festival 2025 has officially kicked off at Central Town, MyTOWN KL Shopping Centre, transforming the heart of Kuala Lumpur into a vibrant hub of entertainment, travel perks, and lifestyle experiences.
And the search for the best singing talent is on. A major draw for this year's festival is the Sony Music Talent Showdown, where aspiring singers compete live via karaoke, and the winner will have the opportunity to sign a one-year recording contract with Sony Music Malaysia.
The singing competition will begin during the preliminaries on Saturday (July 26), and the final round will be held on Sunday.
According to Sony Music Entertainment Malaysia, Vietnam, Singapore, and Special Projects South-East Asia Managing Director Kenny Ong, the recording contract is a truly once-in-a-lifetime opportunity for aspiring singers where the company will handle everything from songwriting, song recording, to marketing and promotions.
“If the winner performs during that period, we might consider extending the contract,” Ong said during the festival launch.
"This is a ground where we welcome Malaysians to show off their talent and at the same time get a chance to make a name for themselves with Sony," said Kenny.
Besides the once-in-a-lifetime singing competition, the ASR Festival 2025 also offers a lot for shopping fans,
Running from July 24 to 27, the four-day celebration promises a dynamic blend of live music, exclusive hotel deals, interactive activities and prize giveaways — all with free admission.
Organised by Ascott Malaysia, the festival is a highlight on the city’s lifestyle calendar, attracting families, music lovers and savvy travellers alike.
This year’s event sees major collaborations with Sony Music Malaysia, CIMB, Astro Rocketfuel, ShopBack and Jaecoo by Weststar, making it one of the most exciting editions to date.
Meanwhile, during the festival celebration period, mallgoers will also be entertained by performances from popular local artists, including Naqiu, Wany Hasrita, Kidd Santhe, Vanessa Reynauld, and Yulia, offering a front-row seat to Malaysia’s rising musical talents.
In keeping with Ascott’s hospitality focus, the festival features unbeatable travel promotions across its brands in Malaysia and South-East Asia.
Shoppers can unlock exclusive room deals, bonus rewards and flash sales, with additional perks available to ASR members. For non-members, on-site sign-ups unlock instant access to benefits like priority bookings, bonus points and giveaways.
Area General Manager Central Malaysia Sharon Ang described the festival as “a celebration of lifestyle, community and travel”, adding that the event reflects Ascott’s vision of making travel more rewarding and accessible.
“Whether you’re discovering new destinations or discovering new talent, the ASR Festival is where those journeys begin,” she said during the festival launch on July 24.
Beyond music and travel, Ang highlighted that ASR Festival 2025 delivers a fun-filled experience with interactive games, hourly lucky draws and a merchandise pop-up.
The excitement peaks during the “Happy Hour Sales”, where festival-goers can snag limited-time deals and surprise rewards.
