Indonesian Grooming Brand Faces Backlash in Malaysia Over Football Meme

Malaysians demand boycott of Indonesian brand after football meme sparks controversy. Kahf apologizes for perceived slight.

Editorial Desk

October 12, 2026 One Min Read

POLICY WIRE — Kuala Lumpur, Malaysia — A men’s grooming brand from Indonesia has drawn sharp criticism in Malaysia following a social media post that appeared to mock the country’s standing in a recent regional football tournament.

The incident occurred after Indonesia secured victory in the inaugural FIFA ASEAN Cup, defeating Thailand at Gelora Bung Karno stadium in Jakarta on October 5. The brand, Kahf, shared a meme on its Threads account featuring the phrase hati-hati beda level, which translates to be careful, different levels. The message was placed between the Indonesian flag and those of neighboring countries, including Malaysia, Singapore, and Thailand.

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Malaysians took offense to the post, perceiving it as belittling their nation and others in the region. Social media users called for a boycott of Kahf products, which are available in major Malaysian retail chains and online platforms. In response, Kahf issued an apology, stating the post did not align with its values and expressing regret for any harm caused. The company emphasized its commitment to respecting all cultures and communities and pledged to rebuild trust through future actions.

Reporting by Policy-Wire (PW)

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Editorial Desk

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