For the first time in its long history, Yuen Chun, Malaysia’s oldest sauce brand stepped directly into the community by hosting a special “(CHINESE CHARACTER) Flavour Legacy” Chinese New Year roadshow at Lalaport Bukit Bintang City Centre (BBCC). Running from 24th January to 15th February, the event celebrated tradition and connection, highlighting the exclusive Yuen Chun Legacy Gift Box. Each curated heritage gift set features a bottle of Triple Fermented Light Soy Sauce, Japanese Teriyaki Sauce, and Signature Oyster Sauce, alongside limited-edition saucer plates and exclusive festive red packets, making it a perfect gift for reunion dinner tables.
The energy at the LaLaport Centre Court was vibrant and interactive. Visitors snapped photos with a super-giant soy sauce bottle, participated in an on-site “Cap Quest” giveaway to win luxury hotel stays, reminiscing the childhood memories at the traditional game station, buy & win mystery gift and queued up for custom Chinese calligraphy. Master calligrapher Ms. Connie Loh and her fellow artists personally handcrafted beautiful exquisite Spring couplets and exclusive “Horse” art pieces for visitors who purchased the gift set.
The warmth from the crowd was deeply moving. Longtime customers shared stories of their lifelong loyalty to Yuen Chun, pointing to the consistent, uncompromised quality they trust in every single bottle. Over the weekends, the space came alive with the aromas of live cooking. Popular halal Chinese cuisine expert Chef Jia Le whipped up incredible dishes, sharing how to utilize Yuen Chun products to elevate home cooking, and offering delicious, free food samples that left a lasting, flavorful impression on everyone who stopped by.