MAMEE recalls bags after AI artwork of Lord Murugan sparks backlash

MAMEE has apologised for an AI-generated illustration of the sacred Lord Murugan on its Selangor-themed bag, after the artwork drew criticism from consumers and religious groups.

The artwork depicted the Lord Murugan statue at Batu Caves with a three-pointed trident rather than the vel, a divine spear or javelin that represents wisdom and light.

“We sincerely apologise to the entire Hindu community for the offence, disappointment and concern that have been caused,” said MAMEE on a statement on Instagram.

The company said it had started recalling the bags through its retail network and distribution channels. How Yuan Yi, chief marketing officer of MAMEE-Double Decker, told A+M that there were no remaining unsold units in the market.

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MAMEE said the bag was intended to celebrate Malaysia’s diversity in religion, culture and traditions. However, it acknowledged that the team should have been “more alert to the sensitivities of this country”.

“It was never our intention to show any disrespect, and we acknowledge the error in judgement on our part,” it said.

The company added that religious symbols and places of worship carry “deep spiritual, cultural and emotional significance” and should be represented with “the utmost care, accuracy and respect”.

On 20 September, Malaysia Hindu Sangam, the representative body of Hindus in Malaysia, said MAMEE’s management team had visited its national president, Sangapooshan Thanga Ganesan AMN, together with central council members, to formally extend its apologies to the Hindu community nationwide.

The delegation was led by MAMEE chief executive officer Pierre Pang, chief operating officer Varun Naidu and chief marketing officer How Yuan Yi.

The incident also highlights the scrutiny brands face when using AI-generated creative assets, particularly when the technology produces inaccurate or culturally insensitive imagery.

In Singapore, an AI-generated National Day banner had caught flak in July, with community members calling for greater oversight of AI-generated creative assets.

According to DoubleVerify's "2026 global insights: Media quality in the age of AI"report for Asia Pacific, 42% of consumers said they would react negatively to brands advertising alongside poor-quality AI content.

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