In Tune with Tradition: Fresh & White’s East Malaysian Tribute

Oral care brand Fresh & White pays homage to East Malaysia by celebrating its talented people, culture and their homeland. Launched this month, the regional campaign is led by a lively video ad starring popular Bornean singer, Hairee Francis, leading a flash mob as they sing and dance to a song that embraces their uniqueness.

To ensure authenticity, the musical-styled video was shot entirely in East Malaysia and is a vibrant showcase of local talent. The production utilized local experts – from the film director and crew to the cast – and features a score incorporating traditional instruments like the lapin, sape, kulintangan and sompoton.

Rather than relying on well-worn cultural references such as longhouses, harvest festivals, or iconic landscapes, the video portrays the everyday integration of culture into contemporary life, while the singing and dancing element serves as a recognition of the community’s creative talent and passion.

“As the world moves forward, it is more important than ever to preserve the traditions that shape our cultural identity. Building on the momentum of last year’s ‘Long Lasting Tradition, Long Lasting Freshness’ campaign, we are continuing our commitment to honour East Malaysia’s rich heritage but in a way that feels fresh, relevant and inspiring to a new generation,” said Deenie Ong, Head of Oral Care division at Southern Lion.

Ong added that the campaign also acknowledges the brand’s growing market in the region. “Fresh & White has strong support in East Malaysia, and this is our way of giving back – with a culturally relevant campaign that feels personal. The decision to launch it outside the typical Gawai and Keamatan periods was deliberate. We wanted to show that celebrating culture doesn’t have to be seasonal.”

A special Borneo edition of Fresh & White toothpaste packs featuring distinctive ethnic motifs is now exclusively available in East Malaysia. This limited-edition packaging is part of a social media contest that reinforces the brand’s promise of stronger teeth and fresher breath. To participate, consumers simply need to sing a line from the campaign song with enthusiasm and confidence for a chance to win attractive cash prizes.

Muma Malaysia Creative Director, Kong Wei Wen said, “With this campaign, we wanted to move past the usual stereotypes and present a more genuine reflection of East Malaysia — its people, creativity, and evolving culture. From the start, it was important to us that the storytelling felt authentic, which is why we worked closely with local talent at every level, from production to music and casting.

This campaign is a great example of how brands like Fresh & White can build lasting emotional connections by celebrating communities in a way that’s both culturally respectful and creatively fresh.”