888 Debuts Teh Tarik Malaysia With a Merdeka Song
888 Tea & Coffee is turning the humble cup of teh tarik into a Merdeka anthem. In conjunction with Merdeka Day 2026, the homegrown beverage brand has unveiled Bersama Kita Tertarik, a musical collaboration that celebrates Malaysia's multicultural identity and the everyday ritual of pulling a cup of tea. The initiative launches ahead of National Day on 31 August and is supported by Tourism Malaysia.
The idea behind the campaign is simple. Teh tarik is treated not just as a drink but as a shared experience, the kind that plays out at neighbourhood mamak stalls, kopitiam tables and family gatherings, where conversations start and friendships form. Bersama Kita Tertarik tries to bottle that feeling in a song.
Three acts, one song
The music video brings together three Malaysian music acts drawn from different communities: Alif Satar & The Locos, Danny Koo and Kidd Santhe. Each contributes a distinct musical style, and the collaboration is built around the idea that Malaysians from different backgrounds still share the same traditions and everyday moments. The result is a Merdeka piece that leans on unity and mutual respect rather than nostalgia alone.
"As a homegrown Malaysian brand that began as a family-oriented tea merchant, we have grown through generations while staying true to our roots," said Alvin Ang See Ming, Executive Director of 888 Tea & Coffee. "Through Bersama Kita Tertarik, we hope to celebrate the Malaysian spirit of connection and highlight how a simple tradition like enjoying a cup of teh tarik can bring people closer."
A tourism partnership
The campaign sits inside a bigger tourism push. As part of Visit Malaysia 2026-2027, 888 Tea & Coffee has joined Tourism Malaysia as a Strategic Partner, with the aim of introducing teh tarik culture to international visitors. The pitch positions the drink, and the social ritual around its distinctive pulling technique, as a piece of culinary tourism travellers can experience firsthand.
"Teh tarik has become an integral part of Malaysia's everyday life," said Mohd Akbal Setia, Deputy Director General (Promotions) at Tourism Malaysia. "This simple beverage has transcended its ordinary role to become a reflection of Malaysia's culinary heritage, diverse culture and warm hospitality."
A new teh tarik on the shelf
Alongside the music video, 888 Tea & Coffee has introduced 888 Teh Tarik Malaysia, a new blend that packages the familiar taste into a convenient format. The brand says it is made with a specially crafted formulation of premium tea extract and no artificial colouring, aiming for the smooth texture and aroma associated with a traditionally pulled teh tarik, in a form you can prepare anywhere.
The launch is another chapter for a brand with deep roots. 888 Tea & Coffee operates under Thong Guan Industries Bhd, which started in 1942 as a family tea merchant in Sungai Lalang, Kedah, and has since grown into a manufacturer with products sold in more than 70 countries. Its range now stretches beyond tea and coffee to instant drinks, breakfast cereal and chocolate malt.
The timing fits a busy Merdeka season for Malaysian food and drink brands. Luckin Coffee recently tied a drinks range to a local animated series in its Kisah Bawah Tanah campaign, and Lapisan Patisserie leaned into local flavours with its Merdeka 2026 collection. 888's contribution is to set the season to music, with a cup of teh tarik as the through line.
