Lessons from Kampung & Co: Why a brand name can make or break a launch

On 11 January, Sunday, housing and local government minister Nga Kor Ming shared a post on X about the launch of a store in Kuala Lumpur highlighting products from local Malaysian communities. The store, named Kampung & Co., featured a Mandarin name within its logo, 新村好店, which loosely translates to "the good village shop."

The store offers quality goods and daily necessities produced by the people of Kampung Baru. While Nga intended to highlight the store’s support for local goods in line with the government's "One village one product" (1K1P) initiative, the post, and the brand itself, soon met backlash from netizens.

According to media monitoring company CARMA, online criticism focused on the use of Chinese characters alongside the Malay word kampung (village), sparking debates about cultural sensitivity and national language prioritisation. Sentiments were largely negative, with netizens raising concerns about the blending of cultural elements, particularly in a context where Malay language and identity are actively promoted.

Some netizens, however, expressed confusion at the backlash, noting that the Bahasa words were visually more prominent than the Chinese characters. Several comments even called for a "boikot" (boycott) of the store.

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Meanwhile, media intelligence firm Dataxet Malaysia found that social media discussions around the Kampung & Co. store launch revealed a highly polarised reaction to the use of Chinese characters alongside the Malay word “Kampung” in its signage. While netizens debated cultural symbolism and the prominence of Bahasa Melayu, Dataxet Malaysia observed that overall sentiment skewed positive, with 65% defending the brand’s approach, 25% critical, and 5% neutral.

Supporters highlighted that the signage complied with legal requirements, with “Kampung” prominently displayed above the smaller Chinese text, and praised the store’s efforts to promote local goods and attract tourists. Critics, however, viewed even minor Chinese text as diluting Malay identity, framing it as symbolic of broader cultural or political concerns.

The online conversation also reflected deeper societal tensions, with language serving as a proxy for questions of hierarchy and belonging. Word patterns revealed that discussions quickly escalated from retail branding into ideological and historical debates, linking the Chinese characters to national identity, ethnic balance, and historical narratives around Chinese communities in Malaysia. At the same time, pragmatic voices highlighting the store’s business sense and tourist appeal were largely drowned out, underscoring how even well-intentioned branding decisions can ignite emotion-laden debates in a multicultural context.

Managing cultural risk, beyond intent

For brands navigating a culturally sensitive landscape, industry players say it is impossible to appeal to everyone, but there are strategies to reduce ambiguity, balance representation, and build crisis preparedness. As seen with the incident, a store’s name can impact a brand’s early success, as missteps may derail business efforts or undermine the promotion of a social cause.

Rafizah Amran, principal consultant at TWF Communications, noted that language and cultural choices are reputational risk decisions, not just creative ones. “In a multiethnic society, language carries symbolism, history, and emotional weight. When tensions arise, audiences do not assess intent first. They assess what they see and what it appears to signal,” she said. “A brand may technically meet all requirements but still face hostility if the public perceives imbalance or exclusion. The risk often lies in how prominence and hierarchy are communicated visually.”

Rafizah, who was also the former deputy chief of communications, marketing and stakeholder engagement for Prasarana Malaysia, points to established brands including Mamee and Royal Selangor, which anchor themselves in Malaysian heritage while maintaining inclusive messaging. Even newer brands such as ZUS Coffee use English names but ensure their positioning, pricing, and communications remain unmistakably local, reducing potential backlash.

She added that social media monitoring is essential to distinguish between isolated criticism and sustained hostility. “Not every backlash requires an immediate public statement. Monitoring sentiment, clarifying quietly, or making measured adjustments is often more effective than a defensive response that amplifies attention,” Rafizah advised.

Practical approaches for branding

From a branding perspective, Dave Prem, senior director at Redhill Malaysia, said diversity in decision-making is key. “We need people from different backgrounds to chime in during the decision-making process, ensuring outputs respect sensitivities and resonate with target communities,” he said. “Brands don’t need to appeal to everyone. It’s valid to consciously prioritise key audiences over universal approval.”

Prem also emphasised preparation: Compliance with city council regulations is the baseline, while testing concepts with representative audiences and investing in upfront research can prevent crises. He cited Kampung & Co. as a case where a well-prepared spokesperson and thoughtful language choice could have mitigated scrutiny.

"If there was a strong reason behind the prominent Chinese writing in the signage, it should have been something addressed during the launch, explaining its significance and justifying its need. Leaving it unaddressed opened the initiative up to more scrutiny," Prem added. 

Similarly, Hwei Lee, chief consultant at Rubix Communications, said: “Approach Malaysia’s unique identity with care. Apply inclusivity thoughtfully across creatives, language, and context to resonate broadly. Situations such as these create space for audiences to understand the story behind the brand, not just react to surface elements.”

Whatever it is, planning ahead is always a good plan. "The main takeaway is that cultural initiatives and marketing activities require the same level of
preparedness as any other reputational risk. Good intentions alone do not prevent backlash. Preparation does," said Rafizah. For organisations with the capabilities, this could include planning beyond launch day, assigning key people to monitor sentiment, escalate concerns or decide whether a response is required. 

Flexibility should also be built into execution, while also recognising that silence, clarification, and correction are all legitimate crisis tools. She added:

Brands that endure tend to share one characteristic. They are not reactive. They are prepared.

Staying authentic in the face of backlash

For some industry leaders, authenticity and conviction remain central. Rudy Khaw, former CEO of AirAsia Brand Co, observed: “Culture makes the world move. Claims of appropriation aside, using language inspired by another culture isn’t an issue as long as nobody is claiming it as theirs. Brands just need to be true to themselves when engaging on social media.”

He added, “Yes, pressures from netizens are real, but brands must stand up for their creative direction if they believe in it."

There will always be both critics and supporters. The last thing we want is creativity being so constrained that it loses all meaning.

Lee also reinforced the point that "there’s no single formula, but approaching our unique identity with care, and applying inclusivity thoughtfully across creatives, language, and context helps branding resonate across a broader audience." She added that controversies can also be opportunities for education and dialogue: "When conversations arise, whether positive or critical, they create space for context, allowing audiences to learn from the exchange and better understand the stories."

The Kampung & Co. incident underscores that cultural and linguistic choices carry weight beyond intent. Brands that take deliberate steps, such as diverse decision-making, scenario testing, and crisis planning, are better positioned to navigate sensitive contexts. Equally important, is maintaining authenticity and purpose in communications to ensure that a brand can weather backlash while preserving creative integrity.

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