“Yeo’s Itadakimasu – Tuna with a Twist” brought the Taste, Culture and Spirit of Japan to the Heart of Bukit Bintang
YEO’s has launched its first canned Teriyaki Tuna in Malaysia, introducing a Japanese-inspired flavour to its existing tuna range.
The launch was marked by the “Yeo’s Itadakimasu – Tuna with a Twist” roadshow, held from Oct 2 to 4 at The Starhill Ground Floor Piazza in Bukit Bintang.
The new Teriyaki Tuna features tuna in a savoury-sweet teriyaki sauce and joins Yeo’s Chilli Spicy Tuna as part of the company’s tuna offerings.
Yeo’s country general manager Tan Mei Yen said the new product reflected the company’s efforts to introduce new flavours while retaining its established product heritage.
“Yeo’s has always been driven by a spirit of innovation, evolving with the tastes and lifestyles of consumers while staying true to our heritage.
“From being among the first in Malaysia to introduce canned curry chicken to the familiar flavours Malaysians have grown up with, we continue to explore new flavour inspirations from around the world, bringing fresh and relevant choices to the table.
“With Yeo’s Teriyaki Tuna, we are taking this journey a step further by introducing a Japanese-inspired flavour that brings a contemporary twist to a familiar pantry staple, creating new possibilities for families and younger generations to enjoy Yeo’s in ways that fit today’s tastes,” she said.
Yeo’s said the launch also comes as tuna remains a familiar seafood choice among Malaysian consumers.
A study published in Food & Nutrition Research on fish consumption patterns among adults in Peninsular Malaysia identified tuna as the fourth most frequently consumed marine fish among those surveyed.
Figures from the Fisheries Department also showed that 431,000kg of tuna worth RM7.76 million were brought into Penang in 2024, more than double the volume recorded in 2023, according to Yeo’s.
Tan said the new product was designed to offer consumers a convenient option that could be incorporated into different meals.
“We know that Malaysians appreciate food that is convenient, versatile and full of flavour. With Yeo’s Teriyaki Tuna, consumers can enjoy the savoury taste of teriyaki in a format that is easy to incorporate into everyday meals, whether enjoyed on its own, paired with rice or noodles, or used to create their own dishes.
“Beyond introducing a new flavour, Yeo’s Teriyaki Tuna is also high in protein and a source of Omega-3, offering nutritional benefits that complement today’s growing interest in more balanced and mindful food choices.
“We are excited to bring this new flavour to Malaysians and let them discover their own favourite way to enjoy it,” she added.
The Bukit Bintang roadshow featured product sampling, a stamp-collecting activity, a Japan-inspired photobooth, a Gashapon game and a cosplay competition.
Prizes included Yeo’s products, Touch ‘n Go reloads, onsen vouchers and a flight ticket to Japan.
Yeo’s also conducted a street activation in Bukit Bintang inspired by Tokyo’s Shibuya Crossing, with members of its activation team dressed in kimonos and other traditional Japanese clothing.
The company is also running the “Yeo’s To Japan Contest – Win Tickets to Japan” from Oct 1 to Nov 30.
Consumers who purchase participating Yeo’s products, including Yeo’s Teriyaki Tuna or Yeo’s Chilli Spicy Tuna, can submit a photo or video showing how they enjoy the products on Facebook, Instagram or TikTok, while tagging the relevant Yeo’s Food Malaysia social media account.
Twelve winners will be selected under the contest.
Yeo’s Teriyaki Tuna and the Chilli Spicy Tuna variant are available at selected supermarkets and hypermarkets, including Lotus’s, Village Grocer, Jaya Grocer, NSK Grocer, AEON and Econsave.
The launch forms part of Yeo’s efforts to expand its product range with flavours inspired by international cuisines while offering consumers convenient options for everyday meals.
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