When banter backfires: What a backlash against an Indonesian grooming brand in Malaysia signals
An Indonesian men's grooming brand, Kahf, is facing boycott calls in Malaysia after a football-themed meme was perceived as insulting to neighboring countries. The backlash has expanded to include other brands under the parent company, ParagonCorp.
Why it matters
Demonstrates how social media-driven nationalism can impact cross-border business operations and brand reputation in Southeast Asia.
Kahf has faced boycott calls in Malaysia after a football meme was perceived as belittling the country and other regional neighbours.
Kahf, an Indonesian men's grooming brand, sits on the shelf of a local retailer in Kuala Lumpur on Oct 14, 2026. (Photo: CNA/Fadza Ishak)
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