Kuala Lumpur, 26 October 2025 – The spirit of creativity, community and culture were brought to live as QSR Brands (M) Holdings Bhd (“QSR Brands”), the leading food service operator for KFC, Pizza Hut, and Life in Malaysia, proudly participated as the Co-Host and Name Title Sponsor for the RIUH x ASEAN 2025 Marketplace at the RIUH x ASEAN 2025 Festival, held in conjunction with Malaysia’s ASEAN Chairmanship 2025.
The 3-day event, which took place from 24 to 26 October 2025 at Malaysia’s most iconic and historically significant landmark, Stadium Merdeka in Kuala Lumpur, was organised by MyCreative Ventures Sdn. Bhd. under the Ministry of Communications. The event brought together artists, entrepreneurs, and communities from across the region to celebrate ASEAN unity through music, arts, culture, and creative enterprise.
QSR Brands’ participation underscored its long-standing commitment to fostering regional unity and empowering local and ASEAN creative talents through meaningful community engagement.
“RIUH x ASEAN 2025 provided a vibrant platform to showcase the creativity, diversity, and unity that define ASEAN,” said Nehchal Khanna, CEO and Managing Director of QSR Brands. “As a brand that connects millions across the region through our food and hospitality, we were proud to stand alongside artists, entrepreneurs, and communities to celebrate what makes us uniquely ASEAN — our shared culture, resilience, and passion.”
Power to Empower
The RIUH x ASEAN 2025 Marketplace, powered by QSR Brands, featured a curated selection of artisan booths, local and regional food pop-ups, creative showcases, and live performances. Designed to reflect the vibrancy of ASEAN culture, the marketplace offered visitors an immersive experience of taste, sound, and creativity.
Beyond sponsorship, QSR Brands’ involvement reflected its corporate social responsibility of nation building, to uplift communities, strengthen creative industries, and reinforce cultural ties through collaboration and shared experiences.
“Food and culture have always been at the heart of human connection,” he added. “Through this initiative, QSR Brands reaffirmed its belief that creativity and collaboration are key drivers of regional harmony and progress.”
The RIUH x ASEAN 2025 Festival was open to the public and showcased creative bazaars, workshops, cultural exhibitions, and live performances from Malaysia’s own Aina Abdul, Joe Flizzow, and Isaac Voo, as well as special appearances by regional acts such as Indonesia’s Reality Club and Parade Hujan, Singapore’s Alyph, Brunei’s Elisha Tiga Eksperiment, and the Philippines’ Hey June.
