ver Rp. 5 million (USD $338), while 31 per cent of the respondents already began researching their online purchases a month before Ramadan. Historically, food and beverages is the most popular category due to the many iftar celebrations held during this season, followed by clothes and gifts. But it is not just muslims who are embracing Ramadan this year. Recently, more international retailers are beginning to realise the potential of this multimillion-dollar market and are taking this season as an opportunity to tailor their offerings for muslim consumers. We first saw western retailers catering to muslims in the Middle East, where brands like H&M and Uniqlo started offering modest wear during Ramadan. This trend was also adopted by luxury players like Dolce & Gabbana, which launched their capsule collection of high fashion abayas and hijabs. Fast-forward a few years later, it is now the norm for international brands to incorporate Ramadan into the retail calendar for muslim-majority countries. Due to the large number of muslims present in Southeast Asia, more and more international brands such as Ikea, Puma, Swarovski and Sephora are using hyper-localised strategies for this festive season and hiring local ambassadors to make their Ramadan/Eid offerings more attractive to local consumers. Here’s a wrap up of some of the most popular Ramadan/Eid campaigns in the region, Ikea For many families it’s customary to decorate the home before welcoming friends and relatives during the festive season. Swedish furniture retailer, Ikea, has been a popular choice in Malaysia, Singapore and Indonesia due its affordable price point and accessible style. On top of their Eid house edits and special promotions, Ikea Malaysia are also providing special activities for the month of Ramadan such as Zakat facilities (a type of donations performed by muslims) and the return of its highly anticipated iftar buffet. As one of the most popular iftar buffets in Malaysia, tickets for this event had to be purchased ahead of time and were sold out before the end of Ramadan. The Ramadan-exclusive buffet is priced at RM39.90 (USD $9) per person and includes unlimited servings of their signature Swedish meatballs alongside a selection of local delicacies.The Ikea iftar buffet that was first introduced in Malaysia, is now being introduced at Ikea Oman and Ikea Qatar for this first time this year. Puma Sports apparel company, Puma, joined in on the festive season by debuting its first ever Eid collection. Limited to only Southeast Asia, the campaign entitled ‘Eid Memories’ consists of modest wear pieces designed in breathable, airy fabrics that are suitable for the tropical climate. Puma Southeast Asia’s Head of Marketing, Eleanor Wang explains, “the pieces remain a versatile wardrobe staple, as well as a tangible throwback for the memories to be cherished and reminisced in the years to come.” Available in menswear and womenswear, the collection features 12 ready-to-wear pieces that can be worn as an ensemble for a total look. Loose and flowy silhouettes are a key element of the collection along with an earthy colour palette to suit the Southeast Asian landscape. Swarovski In keeping with Eid’s iconic green hues, renowned jewellery brand, Swarovski unveiled its new Eid collection and campaign for Malaysia and Indonesia. Especially for this festive season, Swarovski are releasing their signature gems from the Constella, Matrix, Dextera, Gema, Chroma, and Millenia clusters in a new shade of green crystals. The full range of necklaces, bracelets, rings, earrings, and watches are available in both gold and rose gold finishes. Announced via a press event ahead of Ramadan, Swarovski SEA also revealed that popular Malaysian actress Mira Filzah would be the face and star of its Eid campaign this year. The actress, aged only 30 years old, is Swarovski’s youngest local ambassador and the third to wear a hijab. Filzah’s appointment is a fresh injection of youth into the brand, which has traditionally targeted older consumers in the years past. “When I was first approached to be the face of Swarovski this year at only the age of 30, I was slightly surprised due to the iconic statuses of previous ambassadors. For me, to be the face of a global brand like Swarovski is a huge milestone in my career,” said Filzah. Sephora Mega makeup retailer, Sephora, created a special Eid campaign entitled ‘Be Kind. Be Beautiful’ in Malaysia. This campaign features a collaboration with famed local designer Rizman Ruzaini, on three limited-edition scarves inspired by Islamic geometry, batik, and nature. The scarves are part of a gift-with-purchase for top Sephora spenders and can be used as a hijab or an accessory. As part of the campaign, Sephora also aired the ‘Be Kind. Be Beautiful’ video ad, starring a myriad of local talents. The video ad was launched via a 1,310 sqm LED screen in the heart of Kuala Lumpur’s golden triangle, Bukit Bintang. Focusing on the self-reflection and purity aspects of Ramadan, Sephora’s Eid edit offers a wide range of products, from skincare to makeup and fragrances. Makeup classes and festive-themed makeup services are also available at selected outlets throughout the month of Ramadan and Eid. Sephora has also included specially curated travel size products for those travelling this season, along with elaborate Eid-themed gift-sets to give to your loved ones. The Coffee Bean & Tea Leaf In conjunction with Ramadan, the American coffee chain has created a new seasonal menu called the ‘Heart of Eid’, inspired by the spiced coffees of the Turkish Grand Bazaar and food with historical origins dating back to the Ottoman Empire. Using exotic ingredients like dates, cardamom and mangoes, this unique menu is intended to be the perfect ‘Moreh’ or after-night prayer treat. These seasonal drinks are accompanied by limited-time seasonal plates such as Shawarma Chicken Sandwich, Hummus with tortilla chips and a zesty Fattoush Salad. Along with the Ramadan menu, The Coffee Bean & Tea Leaf has also named young Malaysian heart-throb, Meerqeen, as the coffee chain’s first local ambassador. The company’s appointment of Meerqeen is undoubtedly a strategic move, the 22-year old actor is currently starring in a primetime television show airing just before iftar, which is a highly coveted time slot. The highly-buzzed actor caused a frenzy as he was present to officiate the chain’s 150th outlet in Malaysia this month. Taking Eid to new heights Having just exited the pandemic, consumers in Southeast Asia are highly eager to resume Ramadan and Eid celebrations at a large scale. However, with inflation and rising living costs reducing consumers’ spending power, retailers will still need to compete for every dollar. In previous years, the Ramadan season has typically been dominated by local brands and retailers but this year more international names are starting to tap into this market. With Covid no longer being a looming threat, many brands also took advantage of this by focusing more on physical touchpoints with in-person activities such as iftar events and special in-store activations. The use of local faces in ad campaigns also shows global brands’ progressiveness to adapt local cultures and customs in order to appeal to a wider market.