NESCAFÉ as recently partnered with SCORE Marathon 2026, to extend the experience beyond the finish line and creating a vibrant platform where coffee, music and community came together in celebration of friendship, connection and self-expression.
Inspired by the ease of making café-style iced coffee with NESCAFÉ Espresso Concentrate, NESCAFÉ aimed to show how simple it is for anyone to prepare coffee at home. In collaboration with the Malaysia Book of Records at SCORE Marathon 2026, the brand sought to set a record for the “Most Coffee Cups Served in an Hour.” Using its ready-to-mix liquid coffee concentrate, NESCAFÉ successfully served nearly 4,000 cups in an hour, or over 60 cups per minute, achieving a record while highlighting the accessibility of NESCAFÉ Espresso Concentrate.
Set against a lively backdrop of music, dance, and festival vibes, the partnership between NESCAFÉ and SCORE Marathon turned the finish-line into a vibrant gathering spot. Runners and spectators came together to relax, reconnect, and enjoy refreshing iced coffee. The event not only marked a record achievement but also highlighted Malaysia’s thriving iced coffee culture and coffee’s special power to unite people through shared interests.
Khoo Sui Ying, Consumer Marketing Manager, NESCAFÉ Malaysia shared, “Coffee today is about so much more than just a stimulation boost. For many young Malaysians, it’s become part of how they spend time with friends, discover new experiences and enjoy the moments that matter. Whether it’s cooling down with an iced coffee after a run or catching up with friends over good music and great vibes, coffee often brings people together. That’s what inspired NESCAFÉ Espresso Concentrate – to make it easier for consumers to enjoy café-style iced coffee whenever and however they want. Through our partnership with SCORE Marathon 2026, we wanted to celebrate this evolving coffee culture and create a space where people could come together, connect, and enjoy great coffee.”
Zen Thian, Business Development & Partnerships Director, SCORE Malaysia also added, “There’s a whole culture around people grabbing coffee after a run and that’s really what inspired this partnership. We wanted to build on that moment naturally, giving runners a space with music and dancing to celebrate in and a record-breaking coffee moment that made it even more memorable. Creating something meaningful for NESCAFÉ was just as important, not just a logo on a banner. Seeing 50,000 runners and spectators come together for music, dance and iced coffee tells us we got the experience right and partnerships like this are what we’re chasing more of.”
As coffee evolves into a platform for creativity and connection, NESCAFÉ Espresso Concentrate allows consumers to make café-style iced coffee at home. Available at major retailers, it opens up endless possibilities, from classic iced lattes to unique creations. For recipe ideas and ways to enhance your coffee experience, visit https://www.nescafe.com/my/espresso-concentrate and see how easy it is to create your next favorite coffee drink.