Hakuhodo Malaysia Sdn. Bhd.

Kuala Lumpur, Malaysia

Established in 1973, Hakuhodo Malaysia is Hakuhodo’s oldest overseas subsidiary. We have a proven track record in providing high quality creative and media services to local and international clients. Backed by Hakuhodo Inc. in Tokyo and our regional hub, Hakuhodo Asia Pacific, in Bangkok, we provide the best mix of Hakuhodo’s global and local knowledge and experience.

Contact information

Unit A-13-01, Level 13, Block A, Menara Mustapha Kamal, PJ Trade Centre, No. 8, Jalan PJU 8/8A, Bandar Damansara Perdana, 47820 Petaling Jaya, Selangor, Malaysia

Tel: +60 3 7800 9082


View our award-winning works
Jun 02, 2020

In the midst of this COVID-19 pandemic, “the new normal” is just a reality that everyone has to quickly adapt to. For Malaysians, of which the majority are Muslims, the adjustment is especially felt during this year’s Ramadan and Aidilfitri – the fasting month, and the celebration that marks the end of the fasting, respectively, in the Islam calendar.

The usual traditions of breaking fast together with friends and family in a big gathering, going to packed Ramadan bazaars, and the practice of communal prayers at mosques – are either cancelled or are observed at home as the government imposes a Movement Control Order (MCO) that restricts Malaysians from even going back to their hometowns to celebrate Aidilfitri with their loved ones.

To lift the spirits of Malaysians, UMW Toyota Motor, working with Hakuhodo Malaysia and Directors’ Think Tank, has prepared three videos, each with its own unique approach and theme, shown on its various social media channels.

The first video was launched during Ramadan month in April. It features real people in order to capture authentic self-discovery journeys. To achieve that, Toyota opened the participation to the public. Malaysians were invited to show how they observe Ramadan while under the MCO.This video was then followed by two Aidilfitri videos that have different themes, both launched in May.

The first, shows a family coming to terms with the current situation and accepting that it is a necessary sacrifice to make. For the second Aidilfitri video, Toyota GAZOO Racing’s celebrity racers sing a classic Aidilfitri song in Malay, ‘Senandung Hari Raya Untukmu’ – with the message of staying cheerful even when one is unable to return to one’s hometown during Aidilfitri. This is to add sparkle to the celebratory mood, even while observing the MCO.

With the idea from Hakuhodo Malaysia, from conceptualising and planning, to executing the film, everything was done while social distancing was strictly practised. The first Aidilfitri video was produced by working with a real family who actually shot the scenes themselves. The father operated the camera and lighting with the family members as the talent and their house as the main location, while the agency and the film director supervised the shoot via video calls.

The ultimate message of the videos is for Malaysians to stay strong and to continue their journey in the face of hardship. Similarly, Toyota is staying resilient by adapting to the current situation. With its e-showroom, virtual test drives, augmented reality app, and more, Toyota is making sure the public can still get its products and services while caring for the public’s safety.

The message of the videos have indeed struck a chord with Malaysians. In a short time, they have been watched by over 3 million viewers. They were also mentioned in Marketing Magazine and were recognized by online publications such as Oh Bulan and Rev Asia as one of the most notable Aidilfitri films of 2020. For a truly meaningful celebration, watch all three videos, available on Toyota Malaysia’s Facebook and Youtube pages.


Link to Ramadan Film:



Link to Aidilfitri Film:



Link to Aidilfitri Music Video:


Jul 28, 2018
Hakuhodo Malaysia wins the prestigious Agency of the Year 2018

Hakuhodo Malaysia has scaled the pinnacle of the country’s advertising industry, being awarded the coveted Agency of the Year at the Kancil Awards 2018, held on July 27 in Kuala Lumpur. Hakuhodo Malaysia collectively won 3 Gold, 2 Silver, 10 Bronze and 10 Merit awards, for a total of 150 points in the celebrated competition. This also stands as a significant and historic win for the office for Hakuhodo, which was ranked No. 5 in last year’s Kancil Awards.

Hakuhodo Malaysia Managing Director Ryusuke Oda, who took over the reins in November 2017, commented that the agency has so far enjoyed a good run in the regional and international awards scene with wins at ADFEST, D&AD and the Cannes Lions International Festival of Creativity. And he believes that the agency’s never-give-up mindset will continue to push its confident journey forward.

Adding to this, Woon Hoh, Chief Creative Officer of Hakuhodo Malaysia, Singapore and Indonesia commented: “The recent creative transformation is clearly visible through the wins for Malaysia. This is in line with the global creative vision.”

Hakuhodo’s client partners have also praised the recent creative achievements of the agency and are looking forward to more successes in the days to come.

2018 holds great promise and change for an agency that has been in Malaysia for over 40 years.


Press release:

May 18, 2017
ASEAN sei-katsu-sha Forum 2016-17: Malaysian Millennials
Kuala Lumpur — May 15, 2017 — Hakuhodo Institute of Life and Living ASEAN (“HILL ASEAN”) a think tank established in Thailand in March 2014 by Japan’s second largest advertising company, Hakuhodo Inc., today announced findings from its latest research into ASEAN sei-katsu-sha[1].
Entitled “ASEAN MILLENNIALS: One Size Fits All? A Generation Gap in ASEAN,” the presentation, based upon in-depth qualitative and quantitative research in Malaysia and 5 other ASEAN markets, highlighted important differences in attitudes to life and work and interactions with digital technology, amongst those who are often categorised together as a single ‘Millennial Generation’ entity, both in Malaysia and other ASEAN countries.
Millennials, or those born in the 1980s and 1990s, have captured the attention of the marketing industry the world over. With their fresh values and high degree of fluency in digital technology, Millennials are very different from previous generations and have been notoriously difficult to reach with traditional marketing approaches.
Millennials are especially prominent in ASEAN countries; whose populations have a high percentage of young people. However, given the dramatic social and economic shifts that have taken place in these countries in recent years, it is difficult to define such a broad age group as a single entity.
In this study, HILL ASEAN studied the perceptions and habits of sei-katsu-sha Millennials in Malaysia and ASEAN, and as a result identified clear differences in behaviour between those born in the 1970s, 1980s and those born in the 1990s. Analysis of the research revealed gaps between them in the way they live and work, their use of digital technology, their shopping behaviour and more.
In general, Millennials born in Malaysia during the 1980’s were shaped by the difficult economic circumstances and political upheavals of the past, which may not have impacted them directly, but certainly affected their parents and extended families. At the same time, they were also born into a transforming society with high promise for the future. This has resulted in a group of 1980’s Millennials who understand that the world is uncertain and as a result they actively try and minimize risk and maximize opportunity for themselves – and they demonstrate this is many different ways through their work, lifestyle and purchasing habits.
However, Millennials born in the 1990’s were not so impacted by difficult times in the past and were much more influenced by the opportunities offered by a promising future, particularly the rapid development of digital technology and globalization. As a result, this group of Millennials are much more willing to take on potentially risky challenges, which they see as opportunities, and are much more less likely to make distinctions between their professional and personal lives.
The differences between these two groups, who have historically been lumped together as the Millennial Generation, has profound implications for anyone trying to interact and market products to them.
The difference between these two groups of Millennials was particularly pronounced in Malaysia where 77% of 1980s Millennials felt a ‘generation-gap’ between themselves and 1990’s Millennials, as opposed to the ASEAN average of 70%.
Similarly, 70% of 1990s Millennials in Malaysia felt that there was a generation gap with the 1980s Millennial cohort, which again surpassed the ASEAN average of 66%. As a result of this research it is evident that there is a clear divide in the attitudes and lifestyles of Millennials in the six ASEAN countries covered, and that this is particularly marked in Malaysia.