Pizza chain goes Korean


Shamsul (standing fourth from left) and Linda (fifth left) unveiling the new Samyeang Pizzas and Ayam-haseyo Chicken Wings together with The Samyeang ’boy band’ and Domino’s staff at the launch held at Evolve Concept Mall in Ara Damansara, Petaling Jaya.

Shamsul (standing fourth from left) and Linda (fifth left) unveiling the new Samyeang Pizzas and Ayam-haseyo Chicken Wings together with The Samyeang ’boy band’ and Domino’s staff at the launch held at Evolve Concept Mall in Ara Damansara, Petaling Jaya.

DOMINO’S Pizza has caught on the Korean fever with the introduction of their new creation, Samyeang Pizza.

Riding on the popularity of the Korean wave, the pizza chain aims to keep consumers’ taste buds “entertained”, with the sweet and spicy Samyeang sauce, the star of its latest pizza variant.

True to “K-pop” style, the pizzas were unveiled alongside its own three-member boy band, The Samyeangs, who dished out a dance number.

During the launch, Domino’s Pizza Malaysia and Singapore marketing general manager Linda Hassan said a lot of effort was put into creating the new variant, taking six months’ worth of research and development to fruition.

“We drew inspiration from the Malaysian consumers’ love for Korean food and culture. K-craze in Malaysia has grown strong especially in recent years, and we are excited to introduce our unique sauce and pizzas to go with it,” she said.

Linda also said the “boy band” was to emulate and represent the flavours and attributes of the pizzas, which comes in three varieties: the Samyeang Tuna Pizza, Samyeang Chicken Pizza and Samyeang Beef Pizza.

The trio “debuted” with guest star “Ayam-haseyo”, a punny take on the Korean word annyeong-haseyo for hello, featuring Domino’s new chicken wing side dish also baked with Samyeang sauce.

“Our commitment to delivering quality products and services remain our top priority, and the launch of Samyeang Pizza is an example of it,” said Domino’s Pizza Malaysia and Singapore operations senior general manager Shamsul Amree.

He noted that Domino’s has been in the Malaysian market for over 20 years and have become part of the Malaysian lifestyle.

“We have been creating unique Domino’s experience for every occasion.

“We’re a market leader in pizza delivery with over 216 stores, and we’ll continue to have presence everywhere in Malaysia,” said Shamsul.

He added that Domino’s will expand further in East Malaysia, with plans to open an estimated 20 outlets in the second half of the year.

The Samyeang pizzas can be enjoyed with extra cheese through the “2 Pizza Deal” orders. Prices start at RM33 for two regular pizzas.

In addition, the personal-sized Samyeang Pizza is valid for the Super Tuesday deals.