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About Us
Hojiak Sekali is a food adventure that celebrates the soul of Melaka — its legendary flavours, cultural roots, and the stories behind every bite. Born from a love for tradition and a craving to reconnect people with local heritage, our campaign brings Melaka’s most iconic foods to life in a playful way.
What's The Name About?
The name Hojiak Sekali is a fun mix of Hokkien and Malay, commonly heard in everyday Malaysian conversations.
"Hojiak" (好吃) is Hokkien for “delicious” or “tasty.”
"Sekali" is Malay for “really” or “extremely.”
Put them together, and you get “Super Delicious!” — a phrase that perfectly captures the way we feel about Melaka’s iconic street food.
Mission
Our mission is simple: to help the new generation rediscover and reconnect with Melaka’s iconic food — not just through taste, but through stories, characters, and playful experiences
Our Mediums
Our website is the core of the Hojiak Sekali campaign, connecting all experiences in one place. We launched the journey with a campaign teaser (IG Reels ad) to spark interest, followed by an on-ground bus tour that brings Melaka’s iconic food to life. Visitors to the tour can get an exclusive blindbox and redeem a HoJiak Kit — complete with a food passport to unlock campaign merch. Through guerrilla marketing elements like the sky advertising balloon and tiffin carrier replica, we grab attention and guide people back to the website for a fully connected and playful cultural experience.
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