Julie’s Joins Line-Up Of Big Malaysian Brands At Expo 2020 Dubai

KUALA LUMPUR, 30 Aug (Bernama) -- Malaysia’s homegrown biscuit brand Julie’s has signed up to be Malaysia Pavilion’s industry partner at Expo 2020 Dubai, promising sweet treats for the pavilion’s visitors. Malaysian Green Technology and Climate Change Centre (MGTC) chief executive officer Shamsul Bahar Mohd Nor announced that Julie’s, which is available in the UAE and over 80 countries, is once again partnering with Malaysia Pavilion at the world expo. The world expo, themed “Connecting Minds, Creating the Future” will be held from Oct 1, 2021 to March 31, 2022 in Dubai, United Arab Emirates with the participation of over 190 countries and organisations. Malaysia’s participation at Expo 2020 Dubai is led by the Ministry of Science, Technology and Innovation with MGTC as the implementing agency. Shamsul Bahar said Malaysia Pavilion’s participation at the expo will showcase Malaysia’s best products and services, and Julie’s, established in 1985, is not only well-known among Malaysians but has captured markets in over 80 countries. “The biscuit brand also uses Malaysian palm oil which supports the Pavilion’s initiative to promote Malaysia’s sustainable agriculture commodity through its exhibit contents and programmes,” he said in a statement. He revealed that at Expo 2017 Astana in Kazakhstan, Julie’s products were a hit with many visitors, so the company will be extending this treat to those who visit the Malaysia Pavilion at Expo 2020 Dubai. Shamsul Bahar said Malaysia’s programmes during the expo are designed to provide opportunities for Malaysian companies to gain access to global markets. “The involvement of big names in the industry, acting as Malaysia Pavilion partners, will encourage other Malaysian companies to leverage on Expo 2020 Dubai, particularly by participating in Malaysia’s 26 weekly thematic trade and business programmes,” he said. Julie’s director of sales and marketing Martin Ang said this is the fourth time the company is getting involved with Malaysia Pavilion in a world expo. "It is an opportunity for Julie’s to promote our Malaysian identity and capabilities on a global platform,” said Ang in the same statement. Ang also revealed that Julie’s will air weekly cooking shows by its celebrity chefs at the Malaysia Pavilion amphitheatre to demonstrate how one can easily whip up various recipes and canapes using Julie’s products, which is sure to delight both physical visitors and followers of Julie’s social media. Julie’s will launch two campaigns consecutively in the duration of the exhibition – a Spend and Win contest and a Gift With Purchase redemption of Julie’s eco-friendly pastry mat - to drive awareness of Malaysia’s participation in Expo 2020 Dubai. Aside from its recent award-winning rebranding initiative and Eid al-Fitr 2021 campaigns, Julie’s is widely known for its wholesome and go-to brand of biscuits, with its signature Peanut Butter Sandwiches, Love Letters, Le-mond Cream Puff Sandwiches, OAT 25, Butter Crackers and more. -- BERNAMA