Xicha was certified by HALAL, which detonated in Malaysia. 11.7 Free Drink Day witnessed cross-cultural resonance.

When Xicha Malaysia's official social media account announced the news that "HALAL certification has been achieved, and all Malaysian stores will be free to drink on November 7", this brand, which is popular in Asia with innovative tea drinks, instantly created an unprecedented consumption scene in multicultural Malaysia. Behind this seemingly simple marketing post is a deep insight into the respect and integration of local culture by an international brand.

In the early morning of November 7, the winding line outside the Bukit Mandung Tea Store in Kuala Lumpur became a landmark picture of the Malaysian consumer market. Consumers of different ethnic groups - including Muslim women wearing hijabs, young student groups and foreign tourists - waited together in the morning light just to witness and participate in this moment of both commercial and cultural significance.

Queuing crowds outside the Xicha Malaysia store (Photo source: taken by the author)

HALAL certification: more than a certificate

For Malaysia, a Muslim-majority country, HALAL certification is far from a simple administrative procedure, but a core sign of faith, respect, life norms and consumer trust. If any catering brand really wanted to penetrate into the local market, obtaining this certification is an indispensable key step.

The general manager of Xicha Malaysia said frankly: "Obtaining HALAL certification is the goal we set at the beginning of our landing in Malaysia. This process involved the comprehensive audit of the raw material supply chain, the thorough adjustment of the production process, and the strengthening of employee training, which lasted for 14 months.” This represents a commitment - absolute respect for the eating habits and beliefs of Muslim consumers.

Voices of Muslim consumers: from hesitation to complete acceptance

At the event site, Nora Shakira, a 23-year-old graphic designer wearing a dark gray hijab, was waiting in line. "When I saw my friends drinking wedding tea before, I could only ask curiously about the taste," she confessed. "Although I knew its brand, I never tried it out of faith. Now that I see the certification mark, I feel completely secure.”

Muslim customer Noraxikin is in line (Photo source: Author's photo)

"It's not just a matter of having a drink," she continued, adding with relief in her eyes. "It makes us feel seen and respected. In a multicultural country, this kind of inclusiveness is very important.”

Another Malay teacher who came with two children, Mr. Azmi Rahman, looked at this matter from a more macro perspective: "It is a progress that international brands take the initiative to adapt to local culture instead of letting local culture cater to brands. My children like cheese tea. In the past, I needed to spend a lot of time researching the ingredients, but now I can buy it with confidence. Today's free event is more like a grand 'welcome' ceremony.”

The strategy behind the activity: the integration of cultural respect and business wisdom.

In order to cope with the expected large flow, Xicha Malaysia has made sufficient preparations: all stores will send twice as many employees , set up clear queuing lines and free exchange processes, and have special people in the team to assist in placing orders and maintaining order. Despite the surging crowds, the scene was orderly and the atmosphere was warm and friendly.

Market analysts believe that "Xicha's move is a model of 'globalized thinking and localized execution'. Free activities bring huge short-term traffic and brand exposure, but the long-term brand trust and market penetration brought by HALAL certification are the real strategic value. It has successfully transformed a brand from China into an equal option on the multicultural table in Malaysia.

Beyond the meaning of a cup of tea

With the last customer leaving with satisfaction at sunset, the tired but excited employees in the Xicha store began to take stock of the record: the number of receptions in a single store alone had exceeded 1,000. However, what is more precious than sales data is the positive feedback and recognition from consumers of all ethnic groups on social media.

As the end of the event said, "Every cup of tea we give today is building a stronger cross-cultural consumer community for tomorrow.” When your brand can respect and embrace every culture, you can truly become a brand that belongs to everyone.

This free drink storm triggered by HALAL certification has gone beyond the conventional brand marketing scope. It has become a vivid example of showing all brands that intend to enter the global market: true market penetration comes from the deepest understanding and most sincere respect for local culture. In this multicultural hotland of Malaysia, Xicha brews a mellow taste of commercial and cultural integration with a cup of tea.