11 brands in Malaysia that channeled their inner emo for My Chemical Romance

My Chemical Romance (MCR) fans in Malaysia had reason to celebrate when the band officially announced Kuala Lumpur as a stop on its Southeast Asia tour in 2026. After weeks of cryptic teasers and iconic black-and-white visuals appearing on digital billboards across the city, speculation ran wild, and early July finally brought confirmation, setting the internet ablaze. The concert announcement quickly became a cultural moment.

Tickets for the KL show sold out in under four hours, causing both elation and heartbreak among fans. But it wasn’t just MCR’s loyal fanbase that got in on the excitement, local brands wasted no time riding the wave, jumping on the trendjack bandwagon with posts filled with emo nostalgia, tongue-in-cheek humour, and references to the band’s iconic lyrics and aesthetic.

From fast food to fintech, brands across Malaysia tapped into their inner emo to connect with audiences, celebrate the announcement, or even share their collective disappointment over the lightning-fast ticket sellout.

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Here are 11 standout brands that caught A+M’s eye with their creatively dark, emotional, and entertaining tributes to the return of My Chemical Romance, in alphabetical order. 

1. 4 Fingers Malaysia

True fans from the 2000s will instantly recognise the iconic My Chemical Romance lyric, “When I was a young boy,” from Welcome to the Black Parade. Putting a crispy twist on the nostalgia, 4Fingers welcomed customers to its own “chicken parade.” The post, styled in MCR’s signature font, was a clever and subtle nod to fans, capturing the spirit of the moment and the hype around the upcoming concert.

2. AEON BiG 

AEON BiG leaned into the emo spirit with its “Oh my Rabuuu” (Oh my Wednesday) social series, giving a nostalgic twist to its weekly product highlights. Timed to 16 July, the campaign kicked off with Zespri kiwis and fresh avocados, followed by a feature on Zess original cream crackers.

But what really stole the show was the presenter, an AEON BiG staff member fully decked out with emo eyeliner and a fringe filter, embodying the early 2000s emo vibe with commitment and humour. The result? A fun, tongue-in-cheek nod to both MCR fans and budget-conscious shoppers.

3. Domino's Pizza Malaysia

Domino’s Pizza Malaysia tapped into their emo-tional side with a cheeky reel titled "Bila dah lama sangat tunggu MCR update hari kedua", poking fun at the cryptic update shared by MCR’s concert organiser, Hello Universe. The organiser had teased fans with a vague post saying “the march is not over”, after tickets for the first show sold out within a day.

Seizing the moment, Domino’s showed staff members looking dejected while going about their day, packing pizza boxes, cleaning windows, manning the till, and delivering orders. We hear you, Domino’s. We really do.

4. Fly FM 

Local radio station Fly FM joined in on the excitement with a throwback post featuring photos of its hosts fully decked out in fringes and eyeliner... a nod to the MCR era. The photos were originally shared earlier this year when the band announced its South America tour, with captions pleading for a Malaysia stop. Now, with the dream finally coming true, the throwback serves as a perfect full-circle moment.

5. Hot FM

Hot FM joined the celebration with morning host Khairy Jamaluddin breaking the news live on air as soon as the update dropped. The station followed up with a playful parody, teasing that “Gerard Way” had made a surprise visit, only for it to be a knockoff version cheekily named “Highway.” Hosts Fizi Ali and Aisha Mazlin were seen cracking up at their own skit, making it a fun, lighthearted tribute to the concert announcement.

6. Maggi Malaysia

My Chemical Romance or Maggi Cukup Rasa? Maggi leaned into clever wordplay for its take on the MCR trend, spotlighting its Cukup Rasa seasoning as the "MCR" fans can enjoy anytime — no need to wait until 2026. The playful post was captioned in Bahasa Malaysia: "There's no need to wait for a concert to have a satisfying taste experience. There's always Maggi Cukup Rasa to complete your life."

7. Mydin Malaysia

Mydin Malaysia embraced the emo spirit with a playful MCR-inspired video, complete with eyeliner and fringe filters, a trendjack that’s pulled in nearly 4,000 likes in just a week. The video features a staff member in full emo getup, dramatically showcasing fresh produce like onions, fish, chicken, and cabbage as part of its “Pasar Segar Deals” ("Fresh market deals") promo running from 11 to 13 July.

Netizens loved it, with comments like “Mydin Chemical Romance” and plenty of laughing emojis flooding the post — proving that even grocery shopping can get a little emo.

8. Nandos Malaysia

Nando’s Malaysia joined the MCR frenzy with a relatable take on ticket sale heartbreak. In a reel set to I’m Not Okay (I Promise) by My Chemical Romance, a Nando’s staff member channels peak emo energy while going about his in-store duties — cleaning tables, serving dishes, and taking orders, all with a dramatically downcast expression. The video struck a chord with fans, perfectly capturing how Malaysians felt after missing out on concert tickets.

9. RHB Group

Would you expect a banking group to jump on an emo rock band trend? RHB certainly surprised many by embracing the My Chemical Romance (MCR) wave, dressed head to toe in black and putting their own spin on the iconic G note that kicks off MCR’s Welcome to the Black Parade.

In their post, RHB captured the powerful emotional connection music can create, writing: “When that G note hits, something moves within us. No matter your background, style, or playlist, it only takes one song to bring everyone together.” RHB showed that even in the world of finance, there’s room for a little unexpected fun.

10. Subang Parade 

When a shopping mall is named “Parade,” a Welcome to the Black Parade parody is practically inevitable. In a simple yet clever Instagram post, Subang Parade played on the iconic song’s title with the caption “Welcome to Subang Parade,” followed by its location and opening hours.

The post amused netizens, who shared their own nostalgic thoughts, including @kuro_man85, who commented, “When I was a young boy, my late father used to take me to Subang Parade.” The heartfelt comment resonated, earning 158 likes.

11. Wonda Coffee

Finally, Wonda Coffee kept things clean and simple with a heartfelt condolence post for those who missed out on MCR concert tickets. Titled “We’ll carry on... even without the tickets,” the post offered a comforting message to Malaysians to “stay strong with Extra Presso,” one of the brand’s signature coffee drinks. Clever move, Wonda — we see what you did there.

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