As the first brand to bring authentic Singapore Peranakan snacks to the Myanmar market, precise brand establishment was imperative. Coal created a brand that appealed to Rasa Sayang’s target demographic groups and retained a sense of Peranakan heritage at the same time. With the creation of the Rasa Sayang brand also came the development of the brand’s strategy, identity and market position, laying the foundation of Rasa Sayang’s communication with the market. Through targeted and brand-focused social media marketing and advertising, Rasa Sayang has gained growing popularity and brand loyalty in the Myanmar market, becoming an undeniable leader in the industry.