Riding on a long history, consistent quality, and a deep-rooted connection in local food culture, Red Eagle has nourished millions of Malaysian households for 50 years, starting with the well-known cooking oil.
As consumer tastes changed over time, so did Red Eagle’s product portfolio, introducing sesame oil, bihun and other culinary oils that Malaysians love, including the Red Eagle garlic, onion and mala garlic infused oils, which are made from real ingredients for extra crunchiness and aroma in cooking.
One thing for sure, Red Eagle remains a flagship product range of Yee Lee Corporation since 1976, stamping its footprint on everyday essentials from cooking oil to specialty oil and even bihun, which remains a trusted companion in Malaysian kitchens for its versatility on different occasions.
Entering a new era
From cooking oil origins to having other products along the way, the evolution of Red Eagle underscores the brand’s commitment to growth and excellence, driven by continuous improvement, an uncompromising principle upheld by Red Eagle since day one.
Take the Red Eagle edible oils for instance, they are specially produced to bring out the flavour, richness, smoothness, tenderness and crispness of different dishes, from stir-frying to deep-frying, flavouring, dressing, marinating, dipping and finishing. Trusted for generations, the entire Red Eagle product range deepens the brand’s connection with families, offering more of what Malaysians can cook with every day.
The popularity of Red Eagle lies in its credible quality, making it a reliable choice that meets the evolving expectations of modern households through daily meals, festive moments, family gatherings, and so on. This has been a lasting legacy that keeps the brand successful all along.
Trusted for generations and instantly recognisable through the distinctive wings-spreading logo, Red Eagle is stepping into a new era of bold ambition with renewed spirit – as a heartfelt tribute to the Malaysian families who have been staying loyal to this beloved brand for the past five decades.
Reconnecting with consumers
In an effort to continue this culinary heritage, staying relevant and competitive in a constantly evolving marketplace remains a resolute commitment for this iconic brand.
The Red Eagle Relaunch campaign, anchored by the powerful tagline of “A Promise, Crafted in Gold”, Red Eagle is all set to take its quality pledge to the next level, from ingredients
sourcing to manufacturing processes and packaging improvements – all while embracing the future with a refreshed identity and renewed purpose.
As we usher in the 2026 New Year, Red Eagle is reintroducing itself with a modern and refreshing look – to honour a storied journey that aligns with today’s Malaysian lifestyles, and pays tribute to consumers who made the brand a household favourite.
“Red Eagle’s remarkable journey would not have been possible without the strong support from our loyal consumers. It’s their trust passed down through generations that shaped Red Eagle into a beloved brand nationwide,” remarked Dominic Poh, Head of YL Brands Sdn Bhd.
Continuing the quality promise
With a subtle, new look that reflects the pride of this heritage, Red Eagle is moving forward with a renewed commitment to quality – a promise refined for the Malaysia of today, and tomorrow.
Doing what the product range is designed for and striving for excellence, the rebranding exercise strengthens not only Red Eagle’s presence, but also fortifies its relevance, and emotional connection with Malaysian consumers.
“Over the past few decades, Red Eagle has evolved far beyond its original mission, growing in scale, scope, and market reach. Today, we need a brand that not only keeps pace with our growth but also stands for something meaningful, something that is ready to expand into new frontiers and connect with new audiences all over Malaysia,” said Poh.
Extending the core brand values
With core brand identity built around the values of quality, health, heritage and versatility, Red Eagle products adhere to high production standards, being Halal and HACCP certified, together with the ISO 9001, National Mark of Malaysian Brand and the Swiss Vitamin Institute (SVI) recognition.
“Our brand must do more than just to reflect our core product, it must embody the company we have become and the future we are building. We are clearly aware that our foundation rests significantly on the trust of Malaysians. Therefore, this new look is more than just a refreshed appearance, it’s a heartfelt gratitude to the people who made it all possible, and a proud promise to achieve highest possible standards in everything we do,” he emphasised.
Being a prominent Malaysian cooking brand, the Red Eagle cooking oil is available in 8 different volumes from the 500g to 17kg packaging – for home and commercial kitchens, plus street food vendors. Red Eagle also has sesame oil and other culinary oils infused with garlic, onion and mala garlic for those looking for a distinct touch. For bihun lovers, Red Eagle offers a yet another versatile staple for your everyday meals and special occasions.
Notably, the 500g choice now comes with eco-friendly packaging – using 40% less plastic compared to the previous PET bottle – reflecting its dedication to responsible innovation and environmental stewardship. In addition, the 1kg, 2kg, 3kg and 5kg bottles are also recyclable, reinforcing its commitment to a greener future for all.
“Through years of testing, tasting, and refinement, we keep improving our processes to deliver quality products to our customers. We lead with innovation to craft flavours that resonate with Malaysia’s rich culinary heritage. From home kitchens to restaurants and street stalls, we are proud to be part of every dish, everywhere,” said Poh.
Engaging with consumers
In conjunction with the rebranding launch, Red Eagle will be having a series of publicity to drive nationwide awareness, reconnecting with Malaysians through the unveiling of Red Eagle’s new look and renewed brand promise.
An integrated customer outreach approach is being adopted to maximise brand visibility and engagement, combining multiple channels like social media, radio, website, trade displays, billboards, and Red Eagle Mobile, including delivery trucks and the eye-catching Red Eagle “Ong-The-Go” Truck!
Red Eagle “Ong-The-Go” Truck
From 16 December 2025 until 15 February 2026, a very special truck affectionately dubbed the “Ong-The-Go” Truck will be traveling across different major towns on the west coast of Peninsular Malaysia, meeting and greeting consumers with a series of fun and engaging activities. This is a centerpiece of the relaunch campaign for people from all walks of life to take part in. For updates on these activations, be sure to follow @RedEagle on social media.
“This rebranding is more than a redesign and marketing campaign, it’s a movement grounded in gratitude, continuity, and shared aspiration. As Malaysians rise to new opportunities, we
at Red Eagle, rise with them. As families reignite traditions and values, the brand reignites its commitment to quality and trust. And as the nation redefines its tomorrow, Red Eagle stands ready with a promise crafted in gold,” pledged Poh.
“Again, without the loyal support from our customers, we would not be able to come this far today. Therefore, on behalf of Red Eagle, we sincerely thank you for being part of this extraordinary journey,” he extended his gratitude to Malaysian consumers who contributed to the rise of this beloved brand.
Find out more about the Red Eagle product range at: www.redeagle.com.my
