The campaign, which celebrates the authentic coconut flavour and signature dipping ritual of Roma Kelapa, culminated in an 11-day consumer roadshow at AEON, LG East Court, IOI City Mall, running from July 2 to 12.
KUALA LUMPUR: Roma has launched its latest Roma Kelapa “Sedap Dimakan, Enak Dicelup” campaign, marking the return of South Korean star Lee Min-ho as the biscuit brand’s ambassador for a third consecutive collaboration.
The campaign, which celebrates the authentic coconut flavour and signature dipping ritual of Roma Kelapa, culminated in an 11-day consumer roadshow at AEON, LG East Court, IOI City Mall, running from July 2 to 12.
Designed to bring families, shoppers, content creators and fans together, the campaign featured interactive activities, product sampling and exclusive Lee Minho-themed merchandise, while highlighting the brand’s long-standing philosophy of “Serving Goodness and Happiness”.
Roma Kelapa, one of the brand’s flagship products, is made with real coconut and fortified with vitamins E, B1, B2, B6 and B12. Known for its rich coconut aroma, crunchy texture and distinctive flavour, the biscuit has become closely associated with its signature dipping ritual, which the company says has been enjoyed by generations of consumers.
A key feature of this year’s campaign is the continued partnership with Lee Minho, whose popularity across Asia and cross-generational appeal align with the brand’s values of authenticity, trust and togetherness.
As part of the collaboration, Roma has introduced a limited-edition Lee Minho Roma Kelapa pack, available across four product variants.
The roadshow’s flagship event on July 4 brought together members of the media, influencers, key opinion leaders, content creators and Lee Minho fan communities for a series of experiential activities.
Guests participated in a “See, Smell, Crunch & Savor” session, allowing them to experience the biscuit’s aroma, texture and taste while learning more about the heritage behind the Roma Kelapa brand.
Visitors to the nationwide roadshow can also redeem exclusive campaign merchandise while stocks last, including Lee Minho stickers, floral hand towels and Roma blind boxes containing limited-edition Lee Minho keychains and Roma shopping bags.
The campaign forms part of Roma’s broader efforts to strengthen consumer engagement by combining its heritage product with interactive brand experiences and celebrity collaboration.
Roma said the initiative aims to encourage Malaysians to rediscover the simple pleasure of sharing Roma Kelapa with family and friends while celebrating the brand’s authentic coconut goodness.
