In a bold move that challenges conventional festive design and sets a new sustainability benchmark for the retail industry, Paradigm REIT Malls today unveiled its 2026 Raya festive campaign, “Ceria Raya Mesra Bumi”, across Paradigm Mall Petaling Jaya and Paradigm Mall Johor Bahru.
The campaign marks what is believed to be Malaysia’s first large-scale Raya festive décor installation fabricated predominantly from recycled cardboard, transforming everyday waste materials into immersive festive landmarks that celebrate the spirit of Aidilfitri. More than a seasonal visual refresh, the initiative represents a deliberate shift towards sustainable placemaking, where creativity, cultural expression and environmental responsibility intersect.
At a time when festive décor is often associated with excess, disposability and short-term use, Paradigm REIT Malls is demonstrating that meaningful celebration does not have to come at the expense of the environment.
Through “Ceria Raya Mesra Bumi”, visitors can expect thoughtfully designed Raya installations that highlight the warmth of togetherness, generosity and renewal — values deeply rooted in the Raya tradition — while using recycled and recyclable cardboard as the primary construction material.
The décor is designed not only to delight shoppers but also to spark conversation and reflection around sustainable consumption. Following the festive period, materials used in the installations will be responsibly managed and recycled, reinforcing a full-cycle sustainability approach.
This initiative builds on Paradigm REIT Malls’ ongoing Environmental, Social and Governance (ESG) agenda, positioning its malls as platforms for positive behavioural influence within urban communities.
To ensure credibility and measurable impact, Paradigm REIT Malls has collaborated with SWCorp Malaysia (Solid Waste Management and Public Cleansing Corporation) to support sustainability education, waste management best practices and post-campaign recycling efforts.
Moon Tan, Retail Director of Paradigm REIT Management Sdn Bhd said, “Ceria Raya Mesra Bumi is our way of leading by example. Sustainability should not be an abstract concept or a marketing message — it must be visible, tangible and scalable. As mall operators, we influence millions of touchpoints each year. By reimagining festive décor using recycled materials, we hope to inspire our communities, tenants and partners to rethink how celebrations can be both joyful and responsible.”
She added that the campaign reflects Paradigm REIT Malls’ long-term belief that malls can play a pivotal role in shaping more conscious consumer habits without compromising emotional connection or festive spirit.
In conjunction with Visit Malaysia Year 2026, Paradigm REIT Malls also announced a strategic collaboration with Mastercard, the exclusive payment provider for Tourism Malaysia’s shopping segment, appointing Mastercard as the official payment provider for Paradigm Mall Johor Bahru from Raya 2026 through 31st December 2026.
The collaboration positions Paradigm Mall Johor Bahru as a key retail gateway within Malaysia’s tourism ecosystem, particularly for cross-border visitors from Singapore and regional travellers. Throughout 2026, Mastercard cardholders can look forward to a series of curated reward-driven and experiential programmes designed to enhance both convenience and value.
These include Raya Gift-with-Purchase campaigns, exclusive cardholder privileges and the highly anticipated Voucher Bonanza Sale, where Mastercard cardholders enjoy an instant 20% discount when purchasing WCT Buddy shopping vouchers. The vouchers can be redeemed at more than 200 participating retailers across Paradigm Mall Johor Bahru, spanning fashion, dining, lifestyle and essentials.
Dheeraj Raina, Senior Vice President, Area Marketing and Communications SEA, Mastercard, said: “Shopping consistently ranks among the top spending categories for international tourists visiting Malaysia, accounting for over 35% of total visitor expenditure, particularly among short-haul and cross-border travellers. As retail continues to drive a significant share of inbound tourism receipts, the way consumers choose to pay becomes equally important.
Through our collaboration with Paradigm REIT Malls, Mastercard is supporting Visit Malaysia Year 2026 by enhancing the retail experience for frequent Singaporean travellers and beyond – with fast, secure and seamless digital payments, coupled with compelling cardholder privileges. Together, we aim to drive greater shopper confidence, higher tourist spending and stronger tourism impact throughout 2026.”
Extending the campaign beyond décor and promotions, Paradigm REIT Malls is collaborating with Suria FM, Malaysia’s favourite radio station, to bring Raya celebrations closer to families through an exclusive POS receipt redemption programme, on-ground activations and festive broadcasts.
As part of the partnership, Suria FM DJs and artistes will make special meet-and-greet appearances at Paradigm Malls, creating live engagement moments and strengthening emotional connection with shoppers during the Raya season.
The festive experience is further elevated through support from AirAsia Buds, AirAsia’s lifestyle rewards platform. AirAsia Buds characters – Tappy, Bam, Ogu and Biggie – will be incorporated into the Raya décor, while the AirAsia Buds mascots will make special appearances throughout the festive period, adding a playful, family-friendly dimension to the campaign and rewarding shoppers with added lifestyle benefits.
“Ceria Raya Mesra Bumi” underscores Paradigm REIT Malls’ evolving role beyond retail — as a community connector, sustainability advocate and cultural storyteller. By weaving together environmental responsibility, tourism alignment, strategic collaborations and festive joy, the campaign reflects how modern malls can create experiences with lasting impact.
The Raya campaign will be activated throughout the festive season at Paradigm Mall Petaling Jaya and Paradigm Mall Johor Bahru in 2026.
