THINGS are about to get really spicy and Carlsberg is cooling it down with World of Smooth 2025, a nationwide celebration of Malaysia’s fiery food culture paired with the smoothest beer in town.
The Carlsberg Smooth Draught pairs well with spicy food, such as Chilli Crab.
Fans can expect one-of-a-kind experiences, from flavourful food trails to music-fuelled alleyway takeovers that turn everyday hangouts into smooth and unforgettable moments.
The campaign kicks off with the “Smooth and Spicy Food Trail” – a flavour-packed adventure across Malaysia’s hottest eateries balanced with the signature smoothness of Carlsberg Smooth Draught.
Carlsberg Malaysia marketing director Olga Pulyaeva pointed out that food was at the heart of Malaysian culture, and the passion for spicy flavours deserved to be celebrated alongside the effortless smooth brew.
“At Carlsberg, it has always been about more than just beer; it is about delivering unique, cool and on-trend experiences.
“From spicy food collaborations to the coolest tunes, this campaign brings together everything that’s made #BestWithCarlsberg,” she said.
For a unique pairing, Carlsberg is collaborating with Mix Store retail chain to launch the “Smoothest Self-Heating Steamboat Set”, a portable, fiery-hot feast ready within 15 minutes.
Pouring in a can of Carlsberg Smooth Draught is recommended to boost flavour and tame the heat, offering the ultimate pairing for spice lovers on the go.
The main event of the World of Smooth showcase is CarlsCrib: Smooth Edition – a two-day experiential takeover happening today and tomorrow at Sentul Depot, Kuala Lumpur
Guests can explore a curated line-up of spicy food flavours from around the region, challenge their taste buds across escalating heat levels and chill out with an ice-cold Carlsberg Smooth Draught at every turn.
The event will feature a dynamic line-up of international and local acts, headlined by Hong Kong singer and actress Shiga Lin.
Guests can also enjoy sonic vibes from Tydel and Indian-influenced rap rhythms from YuNoHoo.
Over at the DJ stage, expect full-throttle energy from DJ Angemi (Italy), DJ Roxy June (Thailand) and local favourite DJ Tick, alongside raw, immersive music from Fang Kong.
Those who register their entry via carlscrib.my/ will get to redeem a complimentary Carlsberg Smooth Draught beer.
Finally, the brand is dropping a series of limited-edition mini Bluetooth speakers, described as the “smoothest collectible of the year.”
The speakers come in a mystery blind box featuring five vibrant designs, plus one secret exclusive version.
Beer lovers stand a chance to score this companion when buying RM90 worth of Carlsberg Smooth Draught at the local pub, six big bottles at a favourite eatery, or picking up two six-can packs at participating supermarkets or online sites.
For details, visit bestwithcarlsberg.my/wos/
