Kuala Lumpur: Jasmine Food Corporation Sdn Bhd (Jasmine) will showcase exciting stories and vibrant content via its two new series, a musical recipe series – Dapur Irama, and an exclusive TikTok drama – Seharum Bunga Jasmine.
According to BERNAMA News Agency, Jasmine Chief Executive Officer (CEO) Dennis Foo stated that these series are part of Malaysia’s leading rice producer’s broader evolution from a legacy rice brand to a modern cultural voice. Jasmine aims to demonstrate that relevance comes not only from products but also from the stories brands choose to tell.
“Ramadan is a season of meaning and memory. Our aim was to honour those traditions while telling stories in ways that feel current, bold, and deeply Malaysian,” Foo explained. With Dapur Irama and Seharum Bunga Jasmine, Jasmine seeks not only to advertise but also to entertain, inspire, and build connections.
Dapur Irama offers a unique content experience where recipes are sung, blending AI-generated music with Malaysian dishes, turning everyday cooking into a multisensory performance. Dennis highlighted that Dapur Irama taps into the emotional and cultural resonance of food, presenting it through a modern lens, and has already amassed over 9 million views across digital platforms.
Seharum Bunga Jasmine, described as a ‘Drama Built for the Swipe Generation,’ promises to entertain with mobile content designed to capture viewers’ attention. The TikTok-exclusive vertical drama follows billionaire Ken’s search for a new CEO, featuring boardroom intrigue, power struggles, rivalry, and romance, all tailored for the vertical scroll to engage audiences from the outset.
The drama series spans 30 daily episodes of 2-3 minutes each, making Jasmine one of the first FMCG brands in Malaysia to produce serialised narrative content specifically for short-form video platforms. Foo emphasized that the future of brand storytelling lies in meaningful content that entertains, engages, and reflects the cultural pulse of the moment. He invited viewers to watch Seharum Bunga Jasmine on TikTok @jasminefoodmy and catch Dapur Irama across all of Jasmine’s social media platforms.