Kahf apologizes for ASEAN Cup meme mocking Malaysia — SkimNews
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- Kahf posted a "hati-hati beda level" ("be careful, different levels") meme on Threads after Indonesia beat Thailand in the inaugural FIFA ASEAN Cup final on Oct 5 at Gelora Bung Karno stadium in Jakarta, visually separating the Indonesian flag from those of Malaysia, Singapore, and Thailand.
- Malaysian netizens accused the Indonesian brand of belittling regional neighbors and called for a boycott of Kahf, whose products are sold at major health and beauty retail stores and on online platforms in Malaysia.
- Kahf deleted the post and issued a public apology on Threads, calling the meme "unacceptable" and pledging the brand "take full responsibility for falling short" — though screenshots of the meme continue circulating widely online.
- Malaysia placed third in the ASEAN Cup and had earlier knocked out Singapore 6-0 in the group stage, adding fresh football rivalry to the backdrop of the brand backlash.
Why it matters: Kahf's products sit on shelves at major Malaysian health-and-beauty retailers and on Malaysian-facing online platforms, giving the boycott threat real commercial reach across the border. The episode shows how a single celebratory Threads post can detonate into a cross-border reputation crisis the moment it touches regional sports rivalries — and how brand apologies now travel as screenshots long after originals are deleted.
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