Sticky Rice Wins Regional Social Media Mandate for Kia and Emborg

Sticky Rice, the rapidly expanding social-first agency under Trapper Group, has achieved two significant wins: the regional social media mandates for Kia APAC, the globally recognized automotive brand represented by their Master Agency, Innocean Malaysia, and Emborg, a prominent food company.

The agency has been entrusted with providing a comprehensive suite of social media services for both brands across the ASEAN region. These strategic victories highlight Sticky Rice’s proficiency in delivering innovative, data-driven social media solutions that foster brand growth and enhance audience engagement across the diverse cultures and countries within ASEAN.

Since its launch in 2023, Sticky Rice has been on a mission to redefine social media marketing by consolidating fragmented digital assets into cohesive, performance-driven strategies. The agency’s unique approach blends agility with deep analytical rigor, ensuring that every campaign—whether playful and viral or brand-building and reputation-focused—delivers measurable business impact.

Implementing social media marketing plans at scale across the ASEAN markets, and leveraging local insights to create distinct campaigns and content that resonates with culturally diverse consumers is a skill that few agencies, other than Sticky Rice, can promise and deliver.

Engineering Growth Through Social-First Innovation

The regional wins with Kia and Emborg highlight Sticky Rice’s ability to adapt to diverse industries, from automotive to FMCG, across a variety of different countries in Asia, while maintaining a relentless focus on storytelling and audience connection.

“Social media isn’t just about posting content—it’s about sparking conversations, building communities, and turning engagement into tangible results,” said Janice Wee, Business Growth Director at Sticky Rice. “Kia APAC and Emborg represent two very different but equally exciting challenges.

For Kia APAC, we’ll be leveraging social to amplify their innovation in mobility, while for Emborg, we’re crafting a strategy that highlights their dairy expertise, wide portfolio of quality and nutritious products, and how these products make everyday cooking tastier and easier for families.

Tackling the nuances of consumers in Malaysia and across the ASEAN markets is an exciting challenge and our team thrives on this kind of variety, proving that a tailored, insight-led, data-driven approach always wins.”

Why Brands Choose Sticky Rice

What sets Sticky Rice apart is its hybrid model of creativity and precision. The agency doesn’t just manage social channels—it engineers growth by:

• ⁠Unifying brand voices across platforms for consistency and impact.
• Harnessing real-time data and mobilizing a suite of powerful AI tools to optimize content and engagement strategies at a country level across the ASEAN region.
• Balancing entertainment and substance, ensuring content resonates emotionally while driving key messages delivered in multiple regional languages and scripts.
• Leveraging influencer partnerships across ASEAN to expand reach authentically.

With expertise spanning Social Media Management, Community Engagement, Strategy & Analytics, Research & Reporting, Media Planning & Performance, and Influencer Collaboration, Sticky Rice ensures brands don’t just exist on social media—they thrive.

A Future Built on Bold Moves and Authentic Connections

These latest account wins mark a pivotal moment for Sticky Rice, reinforcing its reputation as the go-to agency for brands that refuse to settle for generic social media management and have bold ambitions to grow in Malaysia and throughout Asia. In a digital landscape crowded with noise, Sticky Rice cuts through with strategies that are as insightful as they are inventive.

“Winning Kia APAC and Emborg isn’t just a milestone—it’s validation that our social-first philosophy works,” added Janice. ”

Brands today need more than a content calendar; they need a partner who understands the algorithms, the audience psychology, and the art of turning engagement into loyalty.

That’s where we excel. And this is just the beginning—we’re ready to engineer growth for every bold brand seeking to dominate social.”

As Sticky Rice continues to expand its portfolio, one thing is clear: the agency is not just keeping up with the evolution of social media—it’s helping to shape it.

Sticky Rice is a next-generation social media agency under Trapper Group, built to engineer growth for brands through strategic, creative, and data-led social solutions.

By blending cutting-edge analytics with storytelling prowess, Sticky Rice transforms social platforms into powerful engines for brand affinity, reputation, and ROI.