The Michelin Guide
The Campaign
Mutant Malaysia led media and influencer engagement for the 2025 MICHELIN Guide Ceremony, managing press communications, event media coordination, influencer hosting, and post-event coverage analysis. We curated a strong mix of top-tier media and KOLs for the exclusive ceremony hosted by Nadia Heng, where 143 establishments were recognised—including 7 MICHELIN Star restaurants and Malaysia’s first MICHELIN Green Star.
The Result
Delivered 659+ earned media coverages; over 200 more than the previous year - valued at RM21.36 million with a reach of 275.8 million. Secured placements across 252 online, 5 print, and 4 broadcast outlets, supported by strong social buzz from 18 KOLs. Hosted 107 media titles and facilitated 4 broadcast interviews, strengthening nationwide visibility for the MICHELIN Guide.
