Alicafé, Malaysia’s No. 1 Tongkat Ali & Ginseng energy coffee brand, is powering up the nation through the launch of its latest bold new campaign, #KuasaKauKaw – a celebration of stamina, focus, and resilience for the modern Malaysian man.
Alicafé proudly announces the appointment of Datuk Remy Ishak as its official Brand Ambassador, a choice that goes beyond celebrity endorsement. Datuk Remy Ishak isn’t just a familiar face on the big screen; he is the embodiment of the new wave of Malaysian men: confident yet grounded, ambitious yet principled, modern yet deeply rooted in his upbringing.
“Datuk Remy exemplifies the qualities we hold dear: boundless energy, perseverance and a deep respect for heritage and upbringing.”, said Yang Amat Dihormati Tengku Dato’ Setia Putra Alhaj bin YAM Tengku Bendahara Azman Shah Alhaj, Chairman of Power Root Berhad. “His two decades of success, newfound fatherhood and steadfast presence in our community make him more than a celebrity – his modern code of chivalry is a true reflection of today’s Malaysian man – one that exercises his values in thoughts, actions and belief.”
For over two decades, Alicafé has stood for energy with heritage, combining natural vitality with uncompromising coffee quality. This enduring formula has made Alicafé’s Tenaga Legenda™ the trusted choice of millions across Malaysia.
“I believe every success begins with the right energy. Alicafé embodies that active, energetic and inspiring lifestyle that aligns with my career journey. Becoming an Ambassador for Alicafé is not just a commercial collaboration, but also a way for me to support a true Malaysian product.” said Datuk Remy, when asked about his decision to work with Alicafé.
KuasaKauKaw – Powering the Modern Malaysian Man
The media launch of Alicafé #KuasaKauKaw campaign officiated Datuk Remy Ishak as Ambassador, as he showcased his real strength on the King of Hammer machine, a simple yet powerful force to define #KuasaKauKaw. Held at the vibrant and luxurious Aurum The Exchange TRX , Imax Hall, this campaign truly reflects a fusion of the brand’s heritage and new-age values with a bold, modern vibe.
Remy’s lead role in the commercial underscores the brand’s belief that while men already possess inner strength, Alicafé Tongkat Ali & Ginseng coffee delivers a better, faster, more natural source of sustained energy. More than a campaign, Alicafé #KuasaKauKaw is a tribute to all men who drive society forward — celebrating their stamina, focus, and resilience in building a better life for themselves, their loved ones, and their communities.
Alicafe’s Current Range – For Every Taste and Lifestyle
From 3-in-1 Instant Powder (Original, Lebih Pekat, Karamel, Hazelnut White Coffee) to Ready-to-Drink Cans (Original, Kurma Madu), Alicafé offers a flavour for every mood and moment. Selected SKUs are widely available in chained supermarkets, hypermarkets, mini-markets, provision shops, petrol kiosks, and household stores nationwide — making it easy for Malaysians everywhere to enjoy their legendary energy coffee anytime.
Expanding Reach Through Strategic Engagements
Following the launch, Alicafé will extend its connection with Malaysian audiences through strategic collaborations — As the Official Brand Sponsor of Astro’s Muzikal Lawak Superstar 2025, Alicafé will bring its legendary energy to the stage — fuelling the resilience, creativity, and on-stage stamina of the nation’s top comedic talents. Humour is one of the most powerful ways for Alicafé to connect with its consumers, and this reality competition provides the perfect stage to capture their attention while reflecting the brand’s vibrant, approachable personality.
“This season of Muzikal Lawak Superstar is all about bigger laughs and bolder performances – and we are thrilled to have Alicafé join the fun,” said Raqim Ahmad, Vice President, Scripted and Entertainment Production, ASTRO Channel. “Alicafé’s unique blend of energy and heritage aligns perfectly with the vibrant spirit of our contestants, giving them the boost they need to go the distance. We’re confident this partnership will bring even more excitement to our viewers at home, especially with a brand that truly resonates with them.”
With health now at the forefront of most adults’ priorities, Alicafé is responding to evolving lifestyle needs. In 2026, the brand will introduce a less sweet variant, offering the same quality coffee — so the health-conscious can also enjoy the legendary energy from Alicafé.
