Carlsberg turns up the heat with ‘World of Smooth 2025’ celebration

Things are getting spicy this season as Carlsberg Malaysia rolls out World of Smooth 2025, a nationwide celebration of Malaysia’s fiery food culture — perfectly paired with the smooth, refreshing taste of Carlsberg Smooth Draught. Running from September to November, the campaign blends bold flavours, lively music, and immersive experiences that turn everyday hangouts into unforgettable smooth moments.

A flavour trail that cools the heat

The festivities kick off with the Smooth & Spicy Food Trail — a culinary journey celebrating Malaysia’s love for all things hot and spicy. From kurau cili garam in Malacca to tongue-tingling mala hotpot in Johor, every stop is handpicked to showcase Malaysia’s signature spice, balanced with the smooth finish of Carlsberg Smooth Draught.

Each destination offers a one-of-a-kind pairing experience — the beer’s easy-pour pull-off cap, smooth body, and crisp finish make it the perfect match for spicy dishes. Whether it’s fiery sambal or aromatic Thai curries, an ice-cold Carlsberg Smooth Draught resets the palate while enhancing every bite.

Adding more heat to the mix, Carlsberg has partnered with MiX store to launch the Smoothest Self-Heating Steamboat Set. This portable, ready-in-15-minutes feast allows spice lovers to pour in Carlsberg Smooth Draught for an extra layer of smoothness — choosing between 30%, 50%, or 100% beer infusion depending on preference. Featuring bold soup bases and premium ingredients, it’s crafted for those who like their meals hot and their beer cool.

“With World of Smooth 2025, we’re levelling up the ‘Spicy Trail’ journey,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia. “Food is at the heart of Malaysian culture, and our passion for spicy flavours deserves to be celebrated alongside the effortlessly smooth brew that is Carlsberg Smooth Draught. It’s about delivering experiences that are unique, cool, and right on trend.”

CarlsCrib: Where spice meets sound

The main attraction — CarlsCrib: Smooth Edition — will take place from November 14 to 15 at Sentul Depot, Kuala Lumpur. Designed as an immersive hangout for foodies, music enthusiasts, and beer lovers, the event promises two days of spice, sound, and smooth vibes.

Guests can explore a curated line-up of fiery food stalls featuring flavours from around the region, take on spice challenges, and chill out with ice-cold Carlsberg Smooth Draught in between. The entertainment line-up is equally hot — featuring Hong Kong singer-actress Shiga Lin headlining the Fiery Heatwave, alongside genre-blending acts like Tydel and YuNoHoo, whose Indian-influenced rap beats promise to turn up the tempo.

The DJ stage will feature international talents including DJ Angemi from Italy, DJ Roxy June from Thailand, and Malaysia’s own DJ Tick. For live music lovers, Fang Kong will deliver raw, high-energy performances to keep the weekend buzzing.

Fans can register at carlscrib.my to redeem a complimentary Carlsberg Smooth Draught and join the celebration.

Collect, chill, and celebrate smooth

To complement the nationwide celebration, Carlsberg Smooth Draught is releasing the smoothest collectible of 2025 — a limited-edition series of mini Bluetooth speakers inspired by the World of Smooth theme. Each mystery blind box contains one of five vibrant designs, with a secret exclusive version hidden among them for lucky collectors.

From now until November 2025, beer lovers stand a chance to win these mini speakers by purchasing Carlsberg Smooth Draught — whether it’s RM90 worth at pubs, six big bottles at eateries, or two 6-can packs from hypermarkets, 99Speedmart, or online stores. Convenience store shoppers can also join a special promo, where buying any can of Carlsberg Smooth Draught could win them the full speaker bundle.

Whether you’re chasing bold flavours, cool beats, or just a smooth hangout with friends, World of Smooth 2025 promises to deliver Malaysia’s hottest and coolest celebration of the year. With its mix of food adventures, fiery performances, and unique collectibles, Carlsberg Malaysia continues to celebrate what Malaysians love most — spice, culture, and good company.