Malaysia’s iconic coffee brand
brews new flavors for Filipino coffee lovers
Filipino coffee lovers got their first full taste of Malaysia’s iconic kopitiam culture as OldTown White Coffee officially launched in the Philippines with an immersive, five-day event that celebrated both tradition and flavor innovation.
Held on July 9, at Robinsons Magnolia, the showcase titled “Back to Where It All Began” re-created the experience of OldTown’s birthplace, Ipoh, through virtual reality tours, nostalgic street scenes, and interactive installations. More than just a product launch, the event offered a cultural deep dive into what makes OldTown’s creamy, full-bodied white coffee a household name across Asia.
“This brand was born from Ipoh’s humble kopitiam culture, and today we celebrate that heritage while unveiling new flavors. We believe our refreshed look and expanded range will delight anyone seeking a cup of rich, smooth, and creamy coffee,” said Jazmin Leong, country sales manager – Philippines of Jacobs Douwe Egberts (JDE).
Guests moved through three main experiences: a VR cycling tour through Ipoh’s historic alleys, a walk-through of mini shophouse replicas that traced the evolution of white coffee, and a 3-Bean Blend Tic-Tac-Toe game introducing the Arabica, Robusta, and Liberica mix that defines OldTown’s signature taste.
At the heart of the event were two new variants made specifically for the local market, the Salted Caramel Flavored White Coffee, offering buttery-sweet notes for indulgent drinkers, and 30 percent Less Sugar White Coffee, a smoother, less sweet option that doesn’t compromise on creaminess.
“It’s very important because OldTown, with its deep-rooted heritage from Ipoh, has always wanted to bring the product into more households across the world. Filipinos are very experiential when it comes to food and drink, and we believe that rich cultural experience will resonate,” Leong told Manila Standard Lifestyle.
OldTown White Coffee was first introduced in 1999, modernizing the traditional Hainanese coffee-roasting method into convenient, instant blends. Today, it’s recognized in over 30 countries and continues to be anchored by its time-tested 3-bean formula.
While OldTown products have been available in major Philippine supermarkets since November 2024, the official launch signals a broader market push—backed by a newly announced exclusive distribution partnership with San Miguel Corporation.
“With San Miguel’s strong distribution network, we’re confident we can reach more Filipino consumers. They’ve been our long-time partner in coffee, and adding OldTown to their portfolio truly strengthens our reach,” Leong added.
Alongside the new flavor offerings, OldTown also reaffirmed its full product lineup for local consumers: the Classic White Coffee, prized for its rich aroma and smooth texture, and the Hazelnut Flavored White Coffee, a comforting blend of roasted nuttiness and signature creaminess.
Looking ahead, Leong said the team is actively developing more variants, potentially with local inspiration.
“We’re still working on our pipeline. While we can’t share specifics just yet, we’re excited to explore even more flavors that connect with local preferences,” she stated.
