JASMINE TO SHARE EXCITING TALES VIA DAPUR IRAMA MUSICAL, SEHARUM BUNGA JASMINE TIKTOK SERIES

KUALA LUMPUR, April 24 (Bernama) -- Jasmine Food Corporation Sdn Bhd (Jasmine) will showcase exciting stories and vibrant content via its two new series, a musical recipe series - Dapur Irama, and an exclusive TikTok drama - Seharum Bunga Jasmine.

Jasmine chief executive officer (CEO) Dennis Foo said both series were part of Malaysia’s leading rice producer’s broader evolution from a legacy rice brand to a modern cultural voice - one that understands that relevance comes not just from products but the stories brands choose to tell.

"Ramadan is a season of meaning and memory. Our aim was to honour those traditions while telling stories in ways that feel current, bold, and deeply Malaysian.

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"With Dapur Irama and Seharum Bunga Jasmine, we wanted to do more than advertise - we wanted to entertain, inspire, and build connections," he said in a statement here today.

Dapur Irama is a first-of-its-kind content experience where recipes are not just taught, but sung, with each episode fusing AI-generated music and vocals with professionally curated Malaysian dishes, transforming everyday cooking into a multisensory performance.

“From the rhythm of the wok to the harmony of flavours, Dapur Irama taps into the emotional and cultural resonance of food - while presenting it through a wholly modern lens,” Dennis said, describing it as not merely a recipe series but as a cultural remix that has amassed over 9 million views across digital platforms so far

Seharum Bunga Jasmine, he said, was a ‘Drama Built for the Swipe Generation’ that promises to entertain viewers with must-watch mobile content bound to capture their attention.

The TikTok-exclusive vertical drama follows billionaire Ken’s search for a new CEO amid boardroom intrigue that includes high-stakes entanglement of power, rivalry, and romance — all optimised for the vertical scroll and designed to grip audiences from the very first frame.

With this drama series spanning 30 daily episodes of 2-3 minutes each, Jasmine becomes one of the first FMCG brands in Malaysia to produce serialised narrative content built entirely for short-form video platforms.

“The future of brand storytelling lies in meaningful content that entertains, engages, and reflects the cultural pulse of the moment.

“Watch Seharum Bunga Jasmine now on TikTok @jasminefoodmy,” Dennis said, adding that viewers could cath Dapur Irama on all of Jasmine’s social media platforms. 

-- BERNAMA