Premium Outlets Malaysia Unveils “An Artful New Year Celebration” in Collaboration with Malaysian Artist Kenji Chai
Premium Outlets Malaysia ushers in the Lunar New Year with a vibrant, art-led festive campaign in collaboration with Malaysian contemporary artist Kenji Chai, titled Premium Outlets@ x Kenji Chai: An Artful New Year Celebration. Running from 1 February to 3 March 2026, the campaign transforms selected Premium Outlets destinations into immersive festive art spaces that blend creativity, culture, and retail experiences in celebration of the season of renewal.
Anchored at Genting Highlands Premium Outlets, the collaboration extends to Johor Premium Outlets and Jakarta Premium Outlets, introducing Kenji Chai’s distinctive visual language across multiple regional markets. Conceived as a multi-season initiative, the collaboration extends beyond Lunar New Year, with the Hari Raya creative theme to be unveiled on 4 March 2026.
Drawing inspiration from his upbringing in Sabah and his deep connection to nature, Kenji incorporates flora and animal characters into the designs, creating a harmonious balance between urban expression and natural elements. Executed in his signature style, the installation features bold motifs rooted in cultural symbolism, capturing the energy of the festive celebration while offering moments of calm and reflection. Central to the installation is a female character dressed in a cheongsam, symbolising Lunar New Year traditions and heritage, reinterpreted through a contemporary lens to encourage younger generations to continue appreciating these cultural narratives.
Complementing the main installation is a curated selection of artwork displayed within the exhibition space, offering visitors deeper insight into Kenji’s creative journey and artistic philosophy. Through graffiti and street art, Kenji uses visual storytelling as a powerful tool to express Malaysian culture and share it with audiences around the world.
Campaign Highlights
i. Wishing Wall Contest
As part of the campaign, shoppers at Genting Highlands Premium Outlets and Johor Premium Outlets are invited to participate in the Wishing Wall Contest, encouraging visitors to reflect on their aspirations and festive hopes. From 1 February to 3 March 2026, shoppers can write their wishes and place their entries on the Wishing Wall. The winner will be announced on 9 March 2026 and will receive gifts worth up to RM2,500 from Premium Outlets.
ii. Lunar New Year Red Packet Redemption Program
To further celebrate the festive season, Premium Outlets Malaysia is offering a Lunar New Year Red Packet redemption program featuring a limited-edition design by Kenji Chai. Shoppers who spend a minimum of RM388 in a single receipt can redeem an exclusive Premium Outlets Red Packet, while stocks last.
Through this campaign, Premium Outlets Malaysia continues to reimagine the festive season as a platform for creativity, cultural expression and meaningful connection, inviting shoppers to experience Lunar New Year through art, storytelling and shared moments.
Genting Highlands Premium Outlets and Johor Premium Outlets are open Monday to Sunday, 10am to 10pm. For full campaign details, visit the Events page at www.premiumoutlets.com.my
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