KUALA LUMPUR, Feb 23 — Malaysia entered an unique 60-day festive window as Chinese New Year transitioned into Ramadan and Hari Raya Aidilfitri, a rare calendar alignment bridging major cultural and religious milestones, which was officially termed the “Super Season” by social media giant TikTok.
TikTok Malaysia’s country general manager for global business solutions Nikhil Rolla said the window spanning from late January through Ramadan and culminating in Aidilfitri represented a sustained period of heightened engagement, reflecting Malaysia’s muhibbah spirit where key cultural and religious celebrations intersected.
“This year, we are witnessing an unique moment for Malaysians, as the cultural traditions and celebrations of two of the country’s largest communities coincide, creating more meaningful opportunities for togetherness and shared experiences,” he said in a statement today.
He said TikTok continued to be inspired by how its community came together to discover, share and connect on the platform, adding that the company aimed to fully support participation throughout the 60-day cultural period.
According to him, the “Super Season” was defined not by a short-term spike but by a sustained period of elevated digital activity.
During Ramadan last year, the platform recorded a 100 per cent increase in video views, reaching 92 billion views.
User behaviour during the fasting month followed what TikTok described as a “Suhoor to Nightfall” rhythm, with video views surging by 289 per cent during pre-dawn hours as users searched for recipes and spiritual inspiration.
Video creation rose by 28 per cent during iftar as users shared moments of breaking fast, while 76 per cent of users turned to TikTok for festive inspiration last year, contributing to a 48 per cent rise in search volumes.
Nikhil said the data underscored a shift in user behaviour, with the platform serving not only as a source of entertainment but also as a discovery and utility tool during peak festive periods.
To help enterprises tap into the 2026 convergence, TikTok introduced Festive and Holy Month packages, including TopView Boost, Scripted Series and a Branded Search Hub.
TopView Boost allowed brands to secure first-screen visibility during critical shopping days, while Scripted Series leveraged creator-led short video content to drive audience engagement. The Branded Search Hub was designed to capture high-intent festive searches.
“We are seeing a shift where users turn to TikTok not just for entertainment, but as an utility,” he said, noting that the gap between seeing an advertisement and closing a sale has narrowed.
TikTok cited campaigns by Nestlé’s MAGGI and MILO, which generated over 45 million and 40 million views respectively through creator-led content celebrating family nostalgia and the spirit of buka puasa.
Meanwhile, local brands including Proudlab and Mewah Exclusive also leveraged the platform’s commerce features with Mewah recording a 129 per cent growth in gross merchandise value (GMV).
At the Southeast Asia TikTok Partner Awards 2026 themed “Strong Ties, Stronger Results”, TikTok recognised partners for excellence in branding, commerce and performance marketing, highlighting the role of strategic collaboration in sustaining visibility and converting demand during Malaysia’s peak festive season.
