Ngupi by ZUS®️ (Ngupi), the homegrown coffee brand, has officially become the Official Coffee partner for Astro Malaysia Holdings Bhd’s (Astro) popular reality show Big Stage Alpha.
This strategic collaboration aims to strengthen Ngupi’s connection with Malaysian youth through mainstream entertainment platforms, combining coffee culture with local talent.
According to Ng Chun How, Business Lead of ZUS Coffee (FMCG), Ngupi leverages the everyday phrase “jom ngopi” to bring a local identity to the forefront, offering nostalgic flavours and experiences that resonate with Malaysians.
He shared, “Big Stage Alpha offers the perfect platform to deliver our brand message — that Ngupi belongs to all Malaysians. Aligning our brand with rising talents is a natural extension of Ngupi’s identity.”
In addition to product placements on TV, the partnership will extend to a social media campaign, Ngupi Bersama Idola (Ngupi with Your Idol), and digital activations featuring the show’s contestants. These initiatives are designed to deepen brand engagement and expand market reach organically.
The announcement was marked by a press event attended by Ngupi’s leadership team, including Raymond Seah, Head of Marketing; Michelle Ong, Brand Manager; and Adli Alias, Special Projects Manager. The event also featured all 18 contestants of Big Stage Alpha, symbolising the union between Malaysia’s coffee culture and emerging music talent.
Ngupi is poised to disrupt the ready-to-drink and instant coffee market, aspiring to become a household name in Malaysia and Southeast Asia.
The brand uses its proprietary TRIBLENDLOC™️ technology to preserve the authentic flavours of local favourites such as Kopi Putih, Kopi Cham, Kopi O, and Kopi Coklat, all available in convenient instant sachets.
With increasing demand for quality lifestyle products, Ngupi is now available for purchase on platforms like the official ZUS website, Shopee, Lazada, TikTok Shop, and major supermarkets such as AEON and Lotus’s.
“We’re not just selling coffee — we’re sharing stories, nostalgia, and the essence of the Malaysian identity in every cup,” Ng added. This collaboration also sets the stage for future partnerships with creatives and lifestyle brands.
The launch of Ngupi builds on the success of ZUS Coffee’s Expresso™ canned coffee series, part of their broader strategy to make high-quality specialty coffee more accessible to Malaysians while highlighting the creativity of baristas behind every brew.
