Food is the best engager with no language barrier. Unlike typical food programmes or reality shows, The Kuih Master features a unique challenge for contestants to replicate the best Hokkien traditional kuih recipes, endorsed by local food enthusiasts. This culturally relevant approach fosters talkability among the Chinese community, creating local buzz and igniting conversations about our rich culinary heritage.

At the end of this programme, there will only be one true Kuih Master!


How does this benefit your brand?

1. High Viewer Engagement: Leverage the dedicated audience of culinary competition reality shows, including food enthusiasts, home cooks and aspiring chefs, for engaged viewership.

2. Targeted Audience Reach: Effectively reach individuals who are interested in culinary arts, cooking techniques and food trends via this programme to foster brand loyalty and higher conversion rates.

3. Brand Integration Opportunities: Don’t miss out diverse opportunities for authentic and creative brand integration, including product placements, sponsored challenges and branded content segments.

4. Cross-Platform Marketing: Spanning across multiple platforms (TV, Radio, Digital & Social Media) and complemented by Addressable Advertising for an expanded reach, you can implement integrated marketing campaigns for maximized brand visibility and engagement across platforms.


Branding Opportunities


  • Opening & Closing Credits
  • TVC Inside Program
  • Breaker In & Out
  • Product Placement / Integration across 8 episodes
  • Lower Third Banner
  • Host Mention
  • End Roller Credit
  • Program Promo with Sponsor’s Tag on
  • Branded Promo


  • Recorded Promo in MELODY


  • Facebook Post @ Astro Hua Hee Dai
  • Facebook Post @ XUAN

Astro Addressable Advertising

  • Precise Audience Targeting

Channel: Astro Hua Hee Dai | CH. 333
Date & Time:
7 July – 25 Aug 2024 | Every Sunday, 8:30pm
Duration: 60 mins / episode
Genre: Culinary Competition Reality Show
Production: Mid April 2024