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.
- Chatime also having their taste of locals when collaborate with T&Co and introduced Bandung Sago pearl milktea.
Noticed share more points when about it’s about local foods! Checkout another similar article here, which about food too!
Partnering with Local Influencers and Celebrities
Another way could be work alongside influencers who already well-known around Malaysia and their local cultures.
- Zizan Razak, are well-known to collaborate with Watson for Raya Sales Campaign.
- Soloz, one of Malaysia’s biggest gaming influencers, have always been the face of Razer Malaysia. Other than featuring in gaming events, Soloz also have alot giveaways & reviews on his account.
Community Engagement
Huge corporations will have social initiatives that give back to the community. Supporting local causes (or as a disaster reliefs too) creates goodwill and enhancing brand loyalty.
- Yellow Heart, a platform by Digi, specifically geared to deliver on the Sustainability Development Goal. Offering initiatives like lifetime rebate for gold citizens & OKU.
- During the Covid-19 pandemic, Carlsberg Malaysia launched the Safer School campaign where they donated funds and resources to improve facilities in underprivileged schools.
All “Kasi Lokal!”
Winning over the hearts of Malaysian can be simply making them feel seen, heard, and valued. It about embracing the local cultures, memes (not offensive) and humor. Those successful to follow with Malaysian taste will build stronger connections with the audience, hence enjoying a positive marketing outcome. This really means localized marketing more than just translating ads, it’s more towards understand the way to be the true Malaysian.
