Malaysian Consumers Have Launched Boycott of Indonesian Brands
Netizens targeted products including Kahf after a post implied Indonesia held a superior status in Southeast Asia.
Updated on Oct. 10, 2026 in Fashion
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Malaysian consumers initiated a boycott of Indonesian products following a social media post by the grooming brand Kahf. The post, which featured caution tape and the phrase 'hati-hati beda level,' drew ire for perceived superiority over other Southeast Asian nations.
Why it matters
The movement reflects rising nationalistic tensions as consumers use targeted boycotts to respond to perceived slights. While the brand issued an apology, public reaction remains divided among influential voices in the community.
The boycott specifically targets brands like Kahf, Mie Sedaap, and Indomie. This follows a broader trend where major firms have faced lawsuits, such as the RM6 million McDonald's Malaysia case against BDS Malaysia.
The players
Kahf
This grooming brand faced significant backlash after a social media post was perceived as disparaging toward neighboring Southeast Asian nations.
Alif Satar
He is a prominent public figure who publicly criticized the apology issued by Kahf, calling it insufficient.
Johan Ghazali
He is a known athlete who expressed his support for the brand Kahf following their public apology.
Indonesian Embassy
The diplomatic mission located in Kuala Lumpur formally acknowledged the ongoing boycott calls and the brand's subsequent apology.
Berjaya Food Berhad
This company operates the Starbucks franchise in Malaysia and recently reported significant pre-tax losses.
The details
The controversy erupted after Kahf posted an image on Threads depicting Indonesia above its neighbors following their Fifa Asean Cup 2026 victory. While the brand attempted to reconcile with a public apology, some figures like Alif Satar deemed the gesture insufficient, even as others like Johan Ghazali offered support.
Timeline
October 2026: The boycott movement against Indonesian brands was initiated.
2026: Indonesia won the Fifa Asean Cup.
March 31, 2024: End of the Q3 financial quarter for Berjaya Food Berhad.
December 2023: McDonald's Malaysia filed a lawsuit against BDS Malaysia.
Culture Shift
This movement follows a pattern set by the McDonald's Malaysia lawsuit against BDS Malaysia. The current trend marks a departure from purely religious-based boycotts, focusing instead on national identity and social media-driven consumer activism.
Consumers may notice shifts in product availability on retail shelves as brands respond to the boycott campaign. Those who frequently purchase Indonesian food items or grooming products may need to seek alternative brands if local retailers decide to reduce stock.
The takeaway
Social media-driven boycotts can lead to rapid shifts in brand perception and product availability for consumers. Shoppers should remain aware of how these digital movements translate into real-world retail changes in their local markets.
Further reading
For broader trends in consumer activism, explore the latest updates on Fashion.
Source note: This article includes information reported by Malaysiakini.
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