Sushi King Celebrates Father’s Day with Malaysia’s First Kaiten Belt Card Exhibition

Sushi King, Malaysia’s leading Japanese restaurant chain, marked this Father’s Day with a creative celebration that put the spotlight on dads in the most unexpected way. Across outlets nationwide, the brand transformed its iconic kaiten sushi belt into a moving gallery featuring portraits of fathers drawn by their children.

The campaign, conceptualised by creative agency Fishermen Integrated, invited kids to submit drawings of their dads online. These sketches were then printed and placed on the kaiten belt alongside freshly prepared sushi, turning each restaurant into a heartwarming tribute to fatherhood.

Elaine Chiew, General Manager of Sushi King Asia, shared the inspiration behind the campaign. “This Father’s Day, we wanted to do more than just run a promotion. We wanted to create a shared moment between families, one that feels personal and lasting.”

“Our refreshed brand direction is about bringing more joy to the dining table and turning everyday meals into memorable experiences. Seeing the kids’ drawings travel along the kaiten belt, right next to our sushi, was truly moving. It reminded us that what we serve isn’t just food. It’s connection, celebration and love.”

The initiative is part of Sushi King’s ongoing transformation following its 29th anniversary, with a renewed focus on experiences that bring people together. For many families, the drawing activity became a moment of bonding and laughter, while the visual tribute on the kaiten belt added a personal touch to the dining experience.

Fish Cheng, Associate Creative Director at Fishermen Integrated, explained the creative spark behind the idea. “We’ve always seen the kaiten belt as more than just a way to deliver sushi. It’s iconic. So we thought, what if it also delivered something emotional? The kids’ drawings were perfect. Each one was filled with love and honesty. It turned the belt into a celebration of dads in the most delightful way.”

Adding to that, Mark Darren Lee, Co-Founder of Fishermen Integrated, reflected on the wider creative approach. “At Fishermen, we love building ideas that move naturally from digital to real life. This was one of those simple, meaningful ideas that just clicked. It was fun. It was honest. And it got people smiling. We’re really thankful to the Sushi King team for trusting us to make it happen.”

What started as a simple drawing activity became a nationwide celebration of fatherhood, reminding everyone that sometimes the smallest gestures leave the biggest impression.