BRAND Kardinal—an emerging name in alternative tobacco products—is slated to open its door for IllumiRaya, a Raya Open House unlike any other. Set at the scenic Boathouse by the Lake, Ampang, the event promises to deliver an illuminating sensorial experience of taste, sight, and sound.
An Illuminating Evening of Tradition & Innovation Inspired by the illumination of Eid and the glow of Kardinal’s latest closed-pod system, KS Lumina, IllumiRaya will bring together a collection of musicians, experience makers, and artists, shining a light on the intersection of emerging tech, performance arts, and culture.
Not Just a Smoking Cessation Brand
Giving the spotlight to both seasoned and up-and-coming musicians, as well as unique
experience makers in production design, emerging tech, street and traditional arts, IllumiRaya recentres Kardinal as a lifestyle brand with an eye on the cultural zeitgeist.
Attendees will be treated to captivating live performances by rock legend Amy Search,
hip-hop mavericks GARD WUZGUT, indie rock quartet Midnight Fusic, and alt.
Pop songstress Lunadira. On the traditional side, Kicau-Bilau mixes ambient music with traditional instruments, Jemput Dengar curates a DJ set filled with vintage tunes from the Nusantara region, while JK Performance Studio delivers a modern silat performance, all backed with live visuals by experimental AR artist Tobu.
In addition to the music performances, production artisan Seni Lab is set to illuminate the
venue with light-based décor while audiovisual collective Filamen fills the gap with interactive
installations.
Adding to the spectacle is a live mural painting showcase by street artist
Fritilldea, whose works have been commissioned by local and international brands.
Introducing the Raya Discovery Pack for KS Lumina
Exclusive to the Raya season, Kardinal is launching an AR-enabled Raya Discovery Pack for
KS Lumina at IllumiRaya. With an interactive AR component designed by creative tech
company EDT, the Pack is ideal for capturing your product experience on social media.
This limited drop Pack comprises one device and 10 KSpods curated for the Raya season, andwill be given out to every IllumiRaya attendee as a gift.
A Glimpse Into the Future of Kardinal With a stellar lineup of legends and emerging musicians, creative technologists, and artists, IllumiRaya shows Kardinal’s commitment in supporting the creative community in Malaysia.
“We hope IllumiRaya leaves a lasting impression on the public.
“Our goal remains aiding smoking cessation on a nationwide level, but the Kardinal brand experience is beyond that.
“Kardinal supports the arts, musicians, technologists, and more—we’re cultural purveyors”.
Says Erwin Teow
Director of Operation.
Established in 2017, Kardinal is an award-winning Malaysian company with seven years of
experience in manufacturing alternative tobacco products (e-liquid and vape). Kardinal is
committed to providing an exclusive experience, converting our deep understanding of adult tobacco consumer needs into better and more satisfying products. More importantly, Kardinal delivers solutions and provides assistance to adult smokers who may long to quit or reduce their nicotine intake, should they desire.
Kardinal is expanding worldwide with a focus on the local market, and seeks to resolve the
societal concerns of the tobacco industry.
