CU Malaysia and aT Kuala Lumpur Launch Nationwide K-Food Festival

24 October 2025

KUALA LUMPUR: CU Malaysia, the country’s leading Korean convenience store chain, has announced the strengthening of its partnership with the Korea Agro-Fisheries & Food Trade Corporation (aT), a government agency under the Ministry of Agriculture, Food and Rural Affairs (MAFRA) of South Korea. Together, they are working to promote authentic Korean cuisine and lifestyle experiences throughout Malaysia via nationwide promotions and cultural events.

As part of this collaboration, CU Malaysia is currently running a K-Food promotion across all 160 outlets nationwide, in partnership with the aT Kuala Lumpur Centre. The campaign features a selection of exclusive imported Korean snacks and beverages, reflecting CU’s commitment to bringing high-quality Korean products to Malaysian consumers.

Shoppers can enjoy special offers such as Buy 2, Get 1 Free on selected snacks and a K-Food combo set priced at RM11.90, which includes CU Tteokbokki, Cantabile fruit drinks, and Istea pouch beverages. The initiative aims to make authentic Korean flavours more accessible to Malaysians, both during festive seasons and in everyday life.

This nationwide K-Food campaign complements the upcoming "K-Fresh Universe Malaysia 2025," the first-ever Korean food and lifestyle festival in Malaysia, organised by aT with support from CU Malaysia. The 10-day event will take place from 24 October to 2 November 2025 at Mytown Shopping Centre (Town Park & Sunken Garden) in Kuala Lumpur. Visitors can expect a vibrant showcase of premium Korean fruits, authentic ingredients, and freshly prepared delicacies crafted from top-quality Korean produce.

Guests will also enjoy a bustling marketplace offering a wide array of K-snacks, desserts, and beverages. CU Malaysia will feature its signature Korean favourites, including CU Tteokbokki, Korean Corn Sausage, CU Gimbap, alongside popular Korean drinks and desserts.

"We are excited to present the K-Fresh Universe Malaysia 2025, an event that celebrates Korea’s rich culinary culture and lifestyle," said Mr. Chang Chung Ho, Director of aT Kuala Lumpur Centre. "CU Malaysia’s ongoing support and collaboration are vital in making this initiative successful. Together, our goal is to expand the reach of K-Food in Malaysia and strengthen cultural ties between our nations."

As a key partner of aT Kuala Lumpur Centre, CU Malaysia continues to play a vital role in introducing the excellence of K-Food to Malaysians. Through its extensive network of stores and participation in major cultural events, CU remains dedicated to promoting authentic Korean flavours, lifestyle, and innovation—bringing the heart of Korea to every Malaysian neighbourhood.

The K-Fresh Universe Malaysia 2025 festival will be open daily from 10:00 AM to 10:00 PM, with free entry for all visitors. Experience ten days of authentic Korean cuisine, culture, and entertainment through exclusive combo deals, premium K-snacks, and genuine Korean products imported directly from Korea.