Spritzer launches 'Air Love Cuti-Cuti: Jom Healing' wellness travel campaign ahead of Visit Malaysia 2026
The campaign was launched at an event held at C Space, Pasar Seni, Kuala Lumpur and officiated by Tourism, Arts and Culture Deputy Ministe Khairul Firdaus Akbar Khan.
At the heart of the campaign lies the theme of "healing", encouraging Malaysians to reconnect with nature, rediscover cultural heritage and embrace more balanced, healthier lifestyles through local travel.
Running from June to July 2025, the initiative will encompass a six-episode original travel variety series, an interactive art installation, digital activations on social media and an integrated content marketing push, all aimed at igniting a nationwide movement centred on wellness travel and sustainable exploration. The 'Air Love Cuti-Cuti: Jom Healing' campaign was officiated by Tourism, Arts and Culture Deputy Minister, Khairul Firdaus Akbar Khan at a media event held at C Space, Pasar Seni in Kuala Lumpur. - Photo: SPRITZER
Spritzer's campaign reaffirms its position as the hydration companion of choice for mindful domestic travellers, owing to its naturally nourishing mineral content and longstanding commitment to environmental sustainability.
The heart of healing, reconnecting with nature, culture and self
The "Jom Healing" concept taps into a growing sentiment among Malaysia's younger generation. For many, "healing" signifies taking brief but meaningful getaways to find emotional balance and escape the pressures of daily life.
Spritzer seeks to champion this lifestyle shift, promoting the benefits of nature-focused escapes while offering revitalisation through its natural mineral water.
The brand's message also extends to environmental consciousness, inviting travellers to appreciate Malaysia's natural beauty in a responsible, sustainable way. Spritzer champions "Jom Healing", encouraging travelers to reconnect with nature and staying refreshed and revitalised with Spritzer natural mineral water. - Photo: SPRITZER
Through engaging content and social storytelling, the campaign hopes to inspire deeper appreciation of Malaysia's ecosystems, cultural diversity and heritage.
It calls on the public to take a more thoughtful approach to travel, by recycling, preserving nature and protecting the country's beauty for future generations.
Fostering meaningful bonds through nature, culture and conscious travel
Beyond hydration, Air Love Cuti-Cuti: Jom Healing seeks to forge stronger emotional connections between Malaysians and their homeland.
It also aims to deepen engagement with nature and culture while reinforcing Spritzer's role as the go-to brand for every travel moment.
The campaign spans both physical and digital spaces, incorporating an immersive travel series, social media participation and a thought-provoking art installation to invite Malaysians to share their own journeys of healing and discovery.
Inspiring a new generation of conscious travellers
With a strong focus on Malaysians aged 20 to 40, the campaign appeals to a generation that values meaningful experiences, whether through nature retreats, heritage events, or local cuisine.
These are travellers who see exploration as a form of emotional restoration. The campaign also highlights environmental consciousness, urging travelers to explore Malaysia in a sustainable and responsible way. - Photo by Spritzer's management
At the same time, Spritzer is also engaging international free-and-easy tourists who prioritise sustainability and authentic cultural immersion. In aligning with modern travel values, the brand builds on its warm, relatable image ahead of Visit Malaysia 2026.
One of the campaign's main highlights is its original travel show,
Air Love Cuti-Cuti: Jom Healing, a unique web series that showcases Malaysia's hidden natural and cultural treasures.
Discovering hidden gems: A travel show that heals
Featuring familiar personalities such as Adriana Adnan and Sean Lee, along with travel influencers Fakhrul Aizat, Dee Alimin and Jaslin Puasa, the series follows their journeys through Malaysia's scenic landscapes, from waterfalls and caves to heritage towns and local eateries.
The series isn't just about sightseeing; it's about meaningful self-discovery. It captures tranquil moments at waterfalls like Air Terjun Kimorugi, mystical experiences inside Gua Lembah Lenggong and authentic cultural interactions through batik workshops, fishing net weaving and otak-otak making. This initiative reinforces Spritzer's position as the preferred hydration companion for mindful local travel, thanks to its naturally nourishing natural minerals content. - Photo by Spritzer's management
These therapeutic experiences, including hikes through Sungai Lembing and island-hopping in Pulau Mantanani, reflect a new kind of travel, one that heals.
The series will air exclusively on Viu from June 27 to July 14, with new episodes released every Monday and Friday.
Tarian Bayang, reimagining plastic through art and culture
Complementing the series is an evocative art installation entitled Tarian Bayang (Shadow Dance), which transforms our understanding of plastic waste through artistic expression.
Constructed from hundreds of upcycled plastic bottles, the installation casts patterned shadows onto the ground, resembling batik or lacework as sunlight passes through.
Blending traditional motifs with modern sustainability, it stands as both a tribute to heritage and a stark reminder of the lasting environmental impact of human consumption.
Created in collaboration with artists Oscar Lee and Celine Tan from Co2_Karbondioksida, the installation will be on display at the entrance of Central Market from June 23 to July 22, 2025.
Hydration with purpose
Spritzer is also spotlighting two of its flagship products throughout the campaign. Its Natural Mineral Water, drawn from a 430-acre protected rainforest and naturally filtered over 15 years, is rich in minerals, particularly silica, which supports healthy skin and bones.
This product is Standard and Industrial Research Institute of Malaysia (Sirim)-certified and microplastic-free. Meanwhile, its Sparkling Natural Mineral Water offers a sugar-free, calorie-free refreshment with a light fizz, perfect for Malaysia's tropical climate.
Both are packaged using recycled and fully recyclable materials, highlighting the brand's dedication to sustainability and its long-term Circular Brand vision for 2030. Centred around the concept of "healing," the campaign invites Malaysians to reconnect with nature, explore cultural heritage, and embrace a more balance, healthier lifestyles through local travel. - Photo: SPRITZER
Since the inception of its "Air Love Cuti-Cuti" branding in 2024, a playful wordplay combining "air" (water in Malay) and the love for travel, Spritzer has sought to embody the spirit of self-care, natural exploration and wanderlust.
More than a slogan, the phrase reflects the brand's deep-rooted connection with Malaysia's travel culture.
Looking ahead, Spritzer plans to expand on themes of healing and exploration through future collaborations and content, reaffirming its role as Malaysia's most heartfelt travel companion.
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