Taco Bell, Sinar Daily team up to empower Gen Z through lifestyle, career outreach

KUALA LUMPUR - Aiming to make a meaningful impact on youth, Taco Bell Malaysia and Sinar Daily have launched a collaborative programme at Universiti Tun Abdul Razak (UniRazak) designed to raise mental health awareness and introduce corporate values in a relatable and engaging way for Gen Z students.

Held under the banner of Choose Your Hard, the event featured a Treasure Hunt activity that blended fun with purposeful messaging. Sponsored by Taco Bell, the programme highlighted the fast-food brand’s growing role in youth engagement beyond just food.

“This programme not only raises awareness on mental health, but also reflects the values we believe in – giving back to the community, especially Gen Z.

“Today, we saw first-hand how students mentioned Taco Bell by name and came because they knew we were the sponsor. That proves our brand's impact among young people,” Taco Bell Malaysia’s Head of Marketing, Belinda Ho said.

Taco Bell Malaysia’s human resources (HR) representatives were also present at the programme to explain career opportunities to university students, including internships and part-time work. Photo by Asril Aswandi Abd Shukor

Choose Your Hard also marked Taco Bell’s first direct collaboration with university students.

The brand currently operates around 20 outlets concentrated in the Klang Valley and Penang, with plans to expand into southern Malaysia in 2026 including to Sabah and Sarawak following a restructuring.

“We will continue our marketing approach with the slogan ‘Live More’, which has been localised into ‘Live Kaw Kaw’ to resonate better with local consumers,” Belinda added.

To further support youth development, Taco Bell also brought along their human resource (HR) team to present internship and part-time job opportunities to students.

The partnership with Taco Bell marks a fresh boost for Sinar Daily’s outreach initiatives.

Lifestyle editor Syahirah Mokhtazar shared that the platform is constantly exploring new ways to connect with the Gen Z audience.

Some of the participants of the Choose Your Hard programme held at Universiti Tun Abdul Razak (UniRazak), Kuala Lumpur. Photo by Asril Aswandi Abd Shukor

“Collaborating with a brand like Taco Bell that already has influence among content creators is a big help in reaching that target. This is the first edition and the response has been very positive.

“If Taco Bell is open to sponsoring again, we are definitely open to continuing the collaboration,” she added.

Although there are no immediate plans for a tour to other campuses, Syahirah said the team is open to future ideas.

The initiative is part of Sinar Daily’s broader strategy to connect with young people through lifestyle content, career platforms and social awareness while building long-term partnerships with influential brands.