Bask Bear Coffee & Toasties, Malaysia’s fastest-growing coffee chain, is the official Food & Beverage (F&B) sponsor for Itam: A Sun Bear Story, Malaysia’s first feature-length documentary on the endangered Malayan sun bear.
This announcement was made during a media event unveiling the collaboration between producers Brainchild Pictures Malaysia Sdn Bhd and Tourism Malaysia to promote the film as part of Visit Malaysia 2026 (VM2026).
Tourism Malaysia Deputy Director-General Samuel Lee and Brainchild Pictures Director Raymond Tan both symbolically received Charcoal Toasties from Bask Bear mascot Brader BLE flanked by VM2026 mascots, Wira and Manja.
This presentation of the brand’s Limited-Time-Offer (LTO) Charcoal Toastie marked its official sponsorship of the film, reflecting a shared commitment to sustainability, conservation and Malaysian storytelling. This LTO ends on Jan 21, 2026.
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This sponsorship marks a “full-circle” moment, as the brand drew its identity from the Malayan Sun Bear, known locally as Beruang Matahari. The species, unique to Southeast Asia, symbolises the courage and warmth that have defined the brand since its inception.
For Bryan Loo, Founder and CEO of Loob Holding Sdn Bhd, the partnership represents a natural alignment between brand purpose and national conservation efforts.
“Bask Bear was inspired by the Malayan sun bear from day one, so supporting Itam is deeply personal for us,” said Loo. “This collaboration allows us to extend that inspiration beyond our cafés, turning awareness into action while celebrating a uniquely Malaysian story on a national and international stage.”
“We are proud to support Itam, which Tourism Malaysia has recognised, and to acknowledge the vital work of the Bornean Sun Bear Conservation Centre (BSBCC) in Sandakan in protecting this endangered species,” he adds.
Produced by Brainchild Pictures, Itam: A Sun Bear Story chronicles the rehabilitation and release journey of a rescued sun bear under the care of BSBCC. Through intimate storytelling
and striking cinematography, the film highlights the urgent need to protect one of Southeast Asia’s most endangered species and its fragile rainforest habitat.
In response, Tan said collaborations with brands such as Bask Bear help broaden the film’s reach beyond traditional cinema audiences.
“Itam: A Sun Bear Story is much more than a documentary; it is a call to protect one of Malaysia’s most vulnerable wildlife species. Itam’s journey from trauma to freedom mirrors the challenges faced by countless animals whose habitats are disappearing.
“We are grateful to partners like Bask Bear for helping bring this conservation message to the public in a meaningful and accessible way,” he added.
As part of its involvement, Bask Bear has rolled out an ongoing, ITAM-themed LTO menu inspired by the sun bear and Malaysia’s tropical forests, available until Jan 21, 2026. The offerings include its first-ever charcoal toasties and signature Aren® palm sugar beverages, sourced from local farmers in Borneo, reinforcing the brand’s ongoing support for local ingredients and environmental awareness.
The new line-up of food includes:
• Cheezy Chicken Charcoal Toastie
• Spicy Aren Chicken Charcoal Toastie
• Spicy Aren Beef Charcoal Toastie
• Cheezy Chicken Rice Bowl
• Cheezy Fries & Tenders Bowl
In addition, the exclusive Aren beverages on offer:
• Aren Aerocano
• Aren Latte
• Aren Cocoa
In tandem, Bask Bear will roll out a special collection of merchandise featuring its mascot, Brader BLE. The items, available nationwide for a limited time while stocks last, continue the brand’s tradition of turning cultural collaborations into collectable moments for fans.
This initiative builds on Bask Bear’s previous conservation efforts, including its 2023 ‘Save Our Sun Bear’ adoption and awareness campaign in support of BSBCC. Collectively, these efforts reflect a growing movement among Malaysian brands to integrate sustainability into business innovation.
The collaboration between Brainchild Pictures and Tourism Malaysia positions Itam: A Sun Bear Story as a national symbol for ecotourism leading into VM2026.