SHAH ALAM - Bubbles O2, a local mineral water producer, has formed a strategic partnership with Rasa NYC, a prestigious New York restaurant renowned for its exquisite Malaysian cuisine, aimed at expanding its international presence, particularly in the United States (US).
The Memorandum of Understanding (MoU) was signed between Bubbles O2's managing director, Ain Azizah Arifin, and Rasa NYC's partner, Datuk Fathol Razak Abdul Rauf, at the Rasa NYC Restaurant in New York on June 27.
According to Bubbles O2 managing director, Ain Azizah Arifin, this collaboration represents a strategic move to establish the Bubbles O2 brand in the US market.
She emphasised that this partnership signifies a significant milestone in Bubbles O2's journey to introduce its premium naturally oxygenated mineral water to North American consumers.
"This partnership not only elevates Bubbles O2’s status as a premier naturally oxygenated mineral water brand but also enables Rasa NYC to offer high-quality products to its patrons.
"We are thrilled about this opportunity and believe that our partnership with Rasa NYC will benefit both parties significantly. This is a remarkable start for Bubbles O2 in achieving our global objectives,” Ain said.
She said that Rasa NYC, a renowned restaurant celebrated across the US for its promotion of Malaysian cuisine, will now feature Bubbles O2's premium glass bottles, enriching the dining experience for the restaurant's discerning clientele as Horizons Bubbles O2 expands its reach.
This event, attended by prominent figures from Malaysia’s corporate and diplomatic circles, marks the official commencement of this collaboration.
The MoU signing ceremony was witnessed by key personalities including SME Bank Malaysia, group president and chief executive officer (CEO), Datuk Wira Dr Aria Putera Ismail, Malaysia’s consul general in New York, Amir Farid, KUSKOP, Ecosystem Development Division, deputy undersecretary Zalwani Zalkaply and Bubbles O2 Group of Companies, chairman, Arifin Marzuki,
Rasa NYC, located in the heart of New York City, is known for its authentic Malaysian flavors and exceptional dining experience. With a steadfast commitment to quality and authenticity, Rasa NYC collaborates closely with the Malaysian Embassy to host major international events, establishing itself as a trailblazer in introducing Malaysian cuisine to the global stage.
A leap towards global prominence
Ain also conveyed deep appreciation to KUSKOP and SME Bank for their invaluable support through the Business Export Program (BEP), which has played a pivotal role in enabling this ambitious foray into the US market.
She added that the support and guidance from BEP were essential in reaching this milestone. Furthermore, with BEP funding, Bubbles O2 participated as an exhibitor at the Summer Fancy Food Show 2024, hosted from June 23 until 25 at the Jacob K. Javits Convention Center in New York City.
"Partnering with Rasa NYC provides a prestigious platform to introduce our premium products and showcase Malaysian hospitality on the international stage.
"With robust support from various stakeholders, we are confident that this partnership will open more doors and lead to greater success in the future,” she added.
Ain stressed t that this opportunity represents a significant step towards achieving Bubbles O2’s vision of emerging as a global leader in the natural oxygenated mineral water industry.
The best platform for local brands
In the meantime, Aria highlighted the significance of the MoU as a platform to elevate quality local brands to the global stage.
"This initiative demonstrates how Malaysian SMEs can succeed internationally with the right support and strategies. It creates new opportunities for Malaysians to establish their businesses abroad.
"SME Bank is committed to assisting SMEs in expanding their reach globally through appropriate programs,” he said.
Meanwhile, Malaysia’s consul general in New York, Amir Farid, praised the initiative, stating that any business in New York can greatly enhance its brand through such collaborations.
"The entry of Bubbles O2 into the US market highlights the capability of Malaysian businesses to compete globally.
"This partnership not only promotes Malaysian products but also strengthens economic ties between Malaysia and the US,” he added.
A commitment to excellence
Rasa NYC's owner-partner Fathol expressed his enthusiasm for the collaboration, highlighting his pride in showcasing a premier Malaysian product at Rasa NYC.
"I am deeply honored to partner with Bubbles O2 and bring their exceptional products to New York. This marks the beginning of a promising relationship.
"I extend my heartfelt thanks to all the agencies for their unwavering support, and I am committed to elevating this partnership to its highest potential,” he said.
Expanding market presence
Zalwani echoed these sentiments, expressing confidence that the MoU will strengthen Malaysia’s business ecosystem on a global scale.
"We will continue to support initiatives that bring Malaysian-made products to the international arena. The partnership with Rasa NYC is a crucial step for Bubbles O2 in exploring the US market.
"As a distribution partner, Rasa NYC will introduce Bubbles O2 products to a discerning customer base in New York and its surroundings.
"This partnership provides an excellent opportunity for Bubbles O2 to expand its market presence and enhance brand recognition among US consumers,” she said.