Curated festive menus at JIN Gastrobar
Golden Screen Cinemas (GSC) is capitalising on the festive season to deepen consumer engagement across its lifestyle ecosystem, launching a multi-faceted Raya campaign that blends experiential retail, dining, fashion, and entertainment under one umbrella.
With Raya marking a key period for family gatherings and consumer spending, GSC is rolling out themed promotions across its cinema, F&B, and boutique lifestyle offerings. These include curated festive menus at Velvet Restaurant and Bar (Sunway Mall 163), JIN Gastrobar (The Gardens Mall and The Mall, Mid Valley Southkey JB), and Kissa Cafe and Diner (The Exchange TRX), strategically positioned within high-footfall retail destinations.
To elevate the seasonal experience, GSC has partnered with Malaysian fashion label BEHATI and floral atelier Florism de Art to deliver immersive in-venue experiences. From 18 March to 13 April, shoppers and cinema-goers can engage with BEHATI’s exclusive showcase of its latest Raya collection, QABA, at Aurum Theatre, The Exchange TRX. Simultaneously, bespoke floral installations by Florism de Art enhance the ambience at key GSC locations, further reinforcing brand lifestyle positioning.
Raya bersama GSC
This initiative underscores GSC’s commitment to integrating cultural celebration with modern lifestyle trends—aligning physical touchpoints with social media-friendly moments and visual merchandising designed for organic content creation.
Beyond physical venues, the campaign extends online with the upcoming “Raya Bersama GSC” promotions, rolling out from 27 March onwards. The campaign will feature cross-promotional F&B rewards, leveraging GSC’s digital channels to drive footfall, loyalty, and F&B conversions. By aligning promotional efforts with popular film releases in early April, GSC is set to benefit from the surge in holiday season cinema attendance.
As Malaysia’s leading cinema exhibitor, with over 628 screens across Malaysia and Vietnam, GSC continues to diversify its value proposition beyond cinema. Through its luxury Aurum Theatres, thematic dining venues, and lifestyle-led partnerships, the brand is well-positioned to tap into growing consumer demand for holistic entertainment experiences.
The Raya campaign exemplifies GSC’s ability to integrate food, fashion, and film into a cohesive seasonal activation—enhancing dwell time, spend per visit, and brand equity across its properties. For more information, follow GSC’s F&B Brands on Instagram:
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Velvet Restaurant and Bar: @velvet.cinemas
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JIN Gastrobar: @jingastrobar
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Kissa Cafe and Diner: @kissacafetrx
