Mixue Malaysia sets new Malaysia Book of Records with largest Wau cultural event at Dataran Merdeka

Mixue Malaysia successfully organised "WAU Bersama Snow King" at Dataran Merdeka on Saturday (Aug 8), bringing together more than 500 participants and earning a Malaysia Book of Records title for the "Most Participants in a Wau Cultural Event."

Wau is one of Malaysia's most iconic traditional cultural symbols, representing generations of craftsmanship, creativity and community spirit.

In recent years, Mixue Malaysia has continued connecting its brand with Malaysian culture through creative and interactive initiatives that encourage younger generations to appreciate the nation's heritage. 

Earlier this year, the third edition of the Snow King Coloring Competition combined the Snow King IP with Wau-inspired elements, inviting participants to express their appreciation of Malaysian culture through art.

As the highlight of the campaign, "WAU Bersama Snow King" featured renowned Malaysian Wau master Wan Anuar, who shared the history, craftsmanship and cultural significance of Wau while guiding more than 500 participants in a hands-on Wau-making experience.

By creating their own Wau, participants gained a deeper appreciation of this traditional craft while contributing to the preservation and promotion of Malaysia's cultural heritage. Their participation also enabled Mixue Malaysia to set a new Malaysia Book of Records title.

Mixue Malaysia General Manager Wang Weilong said Malaysia's multicultural heritage is one of the country's greatest strengths.

"Through our brand initiatives, we hope to create more opportunities for the public, especially younger generations, to experience traditional culture firsthand and discover Malaysia's cultural heritage in a more creative, engaging and enjoyable way."

He added that "WAU Bersama Snow King" reflects Mixue Malaysia's commitment to localisation by combining traditional Wau-making with its iconic Snow King IP. By presenting cultural heritage in a way that resonates with younger audiences, the brand hopes to ensure Wau continues to be appreciated and passed on to future generations.

Since entering the Malaysian market, Mixue Malaysia has strengthened its localisation strategy through its products, retail experience and cultural initiatives. Besides incorporating Malaysian landmarks, multicultural elements and traditional-inspired murals into stores nationwide, the brand has also organised programmes such as the Snow King Coloring Competition, campus cultural activities and community engagement initiatives to encourage young Malaysians to discover and appreciate local heritage.

The success of "WAU Bersama Snow King" and the Malaysia Book of Records achievement mark another important milestone in Mixue Malaysia's efforts to strengthen community connections and promote cultural exchange.

Moving forward, Mixue Malaysia will continue combining brand creativity with Malaysia's unique cultural heritage to deliver meaningful experiences that inspire younger generations to appreciate and preserve the nation's traditions.