Indonesian Beauty Brand Kahf Sparks Malaysian Backlash Over Instagram Post

Indonesian skincare brand Kahf has faced backlash in Malaysia after a social media post appeared to imply that Indonesia was superior to other countries, including Malaysia.

The post featured an image of a warning strip reading “Hati-hati beda level”, or “Be careful, difference in level”. 

Kahf Apologises After Instagram Post Appears to Place Indonesia Above Malaysia

The phrase normally warns pedestrians about uneven ground, but Kahf appeared to repurpose it by placing the Indonesian flag above the strip and several other national flags, including Malaysia’s, below it.

The post quickly went viral, prompting anger among Malaysian social media users. Some criticised the brand for posting content they considered offensive, while others called for a boycott and reminded Kahf that Malaysia is an important market.

Kahf subsequently removed the post and issued an apology through its official Threads account, acknowledging that the content was inappropriate.

However, screenshots had already circulated widely online, with some Malaysians claiming they had cancelled Kahf orders. Others posted videos showing themselves throwing away Kahf products, while some promoted Malaysian skincare brands as alternatives.

The backlash has also extended to Kahf’s sister brand Wardah, another popular Indonesian halal cosmetics brand in Malaysia. Both Kahf and Wardah are owned by Indonesian company PT Paragon Technology and Innovation, also known as ParagonCorp.