Julie’s Pickleball Pop‑Up Wins Fans at Sunway Pyramid

Julie’s Biscuits has successfully wrapped up its four‑day #WhereFlavourMeetsYourGame pop‑up at Sunway Pyramid’s Blue Concourse. From 12 – 15 June, shoppers sampled the brand’s punchy new Sweet Chilli Cheese and Sour Cream & Onion sandwich biscuits while testing their skills on a dedicated pickleball court set up in the heart of the mall.

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Turning Flavour into Play

Guided by the tagline “Where flavour meets your game,” the activation translated Julie’s vibrant personality into a hands‑on experience. Julie’s Biscuits director Tzy Horng Sai said:

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“Pickleball, being vibrant, fast‑growing, and inclusive across all age groups, felt like the perfect fit. It’s a little unexpected — just like the flavours themselves. What we’ve created is more than just a court -- it’s a fully immersive setup complete with photo‑worthy installations, flavour‑inspired activities, and exciting giveaways. It’s a space for people to play, engage, and experience the Julie’s brand in a whole new way.”

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Throughout the pop‑up, visitors took turns on the court, explored flavour‑inspired activity zones, and picked up limited‑edition giveaways—capturing plenty of social‑media‑ready moments along the way.

Amplifying the Experience

Influencer drop‑ins, live social streams, and digital billboards across the Klang Valley extended the buzz beyond the mall, ensuring Julie’s newest flavours remained top‑of‑mind after the final serve.

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Riding Malaysia’s Pickleball Wave

The event taps into pickleball’s rapid rise nationwide. Earlier this year, creative agency Chariot Agency sponsored Infinity Sports Academy and Subang Jaya Pickleball Club to support their competitive ambitions, while Pickle Social Club collaborated with streetwear label Pestle & Mortar Clothing on the sell‑out “Off the Court” apparel capsule—clear signs that the sport’s culture is gaining mainstream traction.

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What’s Next for Julie’s

Now that the court has been packed away, #WhereFlavourMeetsYourGame lives on online as fans share their best rally clips and flavour reactions. Julie’s hints at more interactive pop‑ups in the pipeline, proving that when bold biscuits meet an energetic sport, the game is only just beginning.