One of Malaysia’s fastest-growing specialty coffee chains, Gigi Coffee, has appointed the Kuala Lumpur-based indie creative agency Chariot as its new creative partner. The announcement, confirmed by MARKETING Magazine Asia, signals a strategic move by Gigi to strengthen its brand presence through bold, culturally resonant ideas as the competition in the local coffee market heats up.
Launched in 2019, Gigi Coffee has rapidly expanded to over 150 outlets nationwide. But it has never been just about coffee. Known for its vibrant branding, sleek store design, and cheeky, lifestyle-first tone of voice, Gigi has become a cultural touchpoint for Malaysia’s young, urban crowd. This new partnership with Chariot is designed to keep that connection fresh and meaningful—through campaigns that stretch across seasonal product launches, digital storytelling, and purpose-led initiatives.
“Gigi’s always been about more than just coffee,” said Marcus Low, Group CEO of Gigi Coffee. “It’s about creating simple, enjoyable moments through disruptive ideas—and Chariot understands how to bring that to life in a real, relatable way.”
Chariot will lead creative ideation, brand communications, campaign development, and social storytelling. But more than just delivering campaigns, both teams are working closely to build ideas that travel “from concept to cup.”
“There’s a natural chemistry between our teams,” added Adrian Cheah, Managing Director at Chariot. “Both Gigi and Chariot are born and bred in Malaysia, with the same drive to grow and make our mark in the region. We’re united by a love for ideas that disrupt, shift behaviour, and challenge the norm—and we’re excited to do that together.”
The collaboration comes at a time when Malaysia’s coffee scene is entering a highly competitive phase. According to World Coffee Portal, the country is expected to reach over 6,100 branded coffee chain outlets by 2028. As local favourites like ZUS Coffee and Bask Bear scale up and international players like Luckin eye the market, brands must work harder to stand out—not just on menus but across mindsets.
For Gigi, staying culturally sharp is non-negotiable. The win extends a purple patch for Chariot. Just days earlier the agency landed Payments Network Malaysia’s (PayNet) masterbrand brief, its second national-infrastructure client after Tenaga Nasional Berhad’s multi-award-winning Chinese New Year film “The Family Anchor.”
Expect to see more from this creative pairing: seasonal drink launches with scroll-stopping content, app-driven fan engagement, and brand activism that feels as authentic as it is unexpected. If their first briefs are anything to go by, Malaysia’s coffee wars just got a fresh jolt of creative caffeine.
That the future of branding is stirred on the streets, sipped on social, and told through stories that stick.
Gigi and Chariot aren’t following trends. They’re setting the next one.
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