East Asia goes wild for Fast and Furious 8 promotions


There aren’t many movie franchises that’ll make it as far as the Fast & Furious has (8 movies and counting) – and by looks of the recent promotional activity surrounding the latest movie, it seems like the world still can’t get enough. Fast cars, non-stop action and Dwayne Johnson seem to have cooked up a universal formula for fun which has got brands from around the world enticing their customers with licensed merchandise.

However, we’ve noticed an extra push in term or promotional merchandise appearing from east Asia relating to the movie, and we’ve been pleasantly surprised with the range of items they’ve had to offer.

We’ve looked at a handful of our favourites below.

MBO Cinemas – Malaysia

As one of Malaysia’s leading cinemas, MBO have really looked to complete cinema goers’ Fast & Furious experience. Having teamed up with Hot Wheels, they’ve created a number of cinema bundles which are available to visitors for the first 3 weeks of the movie’s release.

The bundles are made up of a box of popcorn, die cast model of a Hot Wheels car from the movie and a customised drink cup featuring Fast 8 branding and car dashboard dials for the lid. To add an extra air of exclusivity to the offering they’re making available a selection of 4 different cars for each of the first 3 weeks of the movie’s release, meaning hardcore Hot Wheels collectors could well return to get their hands on different cars.

Petron Corp – Philippines

This is probably the most fitting of partnerships in terms of the brand and its relevance to the promotions. Petron Corp are the biggest suppliers of oil in the Philippines, and have looked to capitalise on car crazed customers visiting their service stations with a range or promotional products.

They’ve put together a collection of 6 products, which include a reversible umbrella, a sunshade, a colour changing tumbler and a windbreaker jacket. Customers can get their hands on the merchandise when they spend a certain amount on fuel.

Takashimaya Department Stores – Japan

Takashimaya operate a range of department stores across Japan and sell a wide range of products. The beauty of their diversity of products is that it allows them to also offer a range of Fast and Furious merchandise – and they’ve certainly made the most of it! They’re range includes the likes of t-shirts, caps, bags and mugs.

Takashimaya are encouraging fans to spend more on their Fast 8 merchandise by incentivising those who spend over $100 with a free pair of cinema tickets to watch the movie.

It’s great to see the use of traditional promotional products in the form of t-shirts, umbrellas and mugs offered by the likes Petron and Takashimaya alongside bespoke items such as those used by MBO. Each offer something different but ultimately all play their role in raising interest and spreading brand awareness.