Why everything “kasi lokal?”

Malaysia is such a diverse country with multiple cultures. They could even blend together, created something special which could really bring as “Truly Malaysia”. With multiple cultures, Malaysian have their own something that uniquely in Malaysia, from languages down to the local foods. To connect well with Malaysian consumers, brands could follow most of the local’s taste, craft campaigns that dance along with local memes, humor or lifestyle. As most Malaysians are well-aware of their identities whether through cultural references even abit (twin towers at the background? #MALAYSIAMENTIONED)

Bahasa Rojak and Local Dialects

“Bahasa Rojak”, the recipe for it just consist of all Malaysian languages (Malay, Chinese, Tamil & English) into daily casual conversations. Any brands that make use of this could feel so “Made in Malaysia”.

• During Merdeka month, McDonald’s Malaysia using “Mekdi” in its branding. It’s the pronunciation of “McD” which common in Malaysian’s conversation
• Grab’s on running the campaign “Jom Makan”, which embracing the friendliness of inviting someone to eat along. Funfact: “jommakan” is actually a promo code too to be used at Grab

Embracing Local Traditions and Festivities

Malaysia celebrates many cultural and religious festivals. As long respecting the sensitivities of local cultures, it often resulting with positive engagement.

• During Chinese New Year, Alot brands having ads regarding family reunions which become crucial part among Chinese communities.
• While for Hari Raya campaigns, “Balik Kampung” which means back hometown are often been depicted

Malaysian’s Memes and Virals

Many meme worthy materials appeared and brands take on the opportunities to jump in the viral band wagons with their marketing.

• As recently goes viral, the Open AIGhibli-Style Image Generator, which inspired many to generate their very own Ghibli styles drawing.pic. Brands could generate their own Ghibli style of their products for marketing too.
• “Hijau”, means green in Malay. Such word went viral during an incident (even thought not a good one). While being spotted in local night market where “xxx xxx hijau” been used as one of the selection (Can’t write curse words here!)

Highlighting Local Food and Culture

Malaysian, usually unite together when it’s all about food! So much campaigns revolves around local foods that been modernized, from cendol to asam laksa. So much when about foods, it meant to be big hit.

• Fastfood like KFC or Mcdonald, adding nasi lemak in their menu, as it almost a staple food for every Malaysian.
• Zus Coffee, a local coffee brand, introduced gula melaka in their menu (and all taste so nice!)
• Already well-known for their variety flavors, Kit Kat Malaysia have their own Malaysian taste too like cendol or durian flavor
• Inside Scoop, this ice cream brand always goes beyond with local specialties (even pei pa kao ice cream!), introduced alot with local twists such as pulut tai tai or milo dinosaur.