Nongfu Spring, China’s number one packaged water company and one of Asia’s most valuable non-alcoholic beverage brands, has appointed Havas Malaysia as its social and KOL agency partner for its Malaysia market entry, marking the brand’s first social agency collaboration in the country as it expands its international footprint.
Under the new remit, Havas Malaysia will lead the overall social strategy and launch of Nongfu Spring’s presence across key platforms, with flagship RTD fruit tea brand Chaπ (Cha Pai) as its hero focus. The scope includes the development of a comprehensive social launch campaign, a multicultural KOL programme targeting Malaysian Gen Z, as well as always-on social media management, community engagement, and event coverage through 2026-2027.
As part of the engagement, the agency will also support content development for East Leaf unsweetened jasmine green tea and Nongfu Spring Natural Drinking Water, helping to build a cohesive and locally resonant brand ecosystem across TikTok, Instagram, and other relevant platforms.
This appointment comes as Nongfu Spring accelerates its international expansion, with Malaysia representing its first large-scale multiracial market following launches in Hong Kong in early 2025 and Singapore in late 2025. The move underscores the brand’s ambition to connect meaningfully with diverse youth audiences through culture-first, digital-led storytelling.
“Malaysia is a pivotal market for Nongfu Spring’s international expansion, and we wanted a partner who truly understands how to connect with Malaysian youth across cultures and platforms. Havas Malaysia demonstrated not just creative excellence, but a genuine passion for building Chaπ into something meaningful here. We’re excited to explore our brand world of infinite possibilities together,” Lynn Lai, Regional Marketing Director, SEA, Nongfu Spring shared.
“We’re thrilled to partner with Nongfu Spring as they bring Chaπ to Malaysia. This is a brand built on bold ideas: infinite possibilities, authentic self-expression, and a genuine connection with young consumers. That’s exactly the kind of challenger energy we love at Havas,” Nizwani Shahar, Chief Executive Officer of Havas Malaysia added.
“We can’t wait to help Chaπ become the RTD tea that Malaysian Gen Z desires, falls in love with, and makes their own.”
