Kahf boycott calls are spreading across Malaysia after a football meme from Indonesian men's grooming brand Kahf turned a regional sporting triumph into a cross-border controversy. The brand deleted the post and apologised — but #BoikotKahf keeps circulating, celebrities are weighing in, and the dispute is far from settled.
The meme that started it all
Indonesia defeated Thailand on penalties to win the inaugural FIFA ASEAN Cup on October 5. Celebrating, Kahf's Threads account shared a meme styled like a caution sign reading "HATI-HATI BEDA LEVEL" — Bahasa Indonesia for "Careful, different levels." The image placed the Indonesian flag above the flags of Malaysia, Thailand, Singapore, Vietnam, the Philippines, Laos, Myanmar and Timor-Leste, plus Australia, captioned "Tutor cara masuk Eropa dong" — roughly, "Teach us how to get into Europe."
It looked like football banter after a historic win. But many users read it as a brand belittling its regional neighbours — and its own customers. The backlash was sharpest in Malaysia, where Kahf has a strong presence built with singer and actor Alif Satar; some Malaysian consumers had even believed the brand was locally produced.
#BoikotKahf and discarded products
Criticism of the meme escalated into calls to boycott Kahf products in Malaysia, with some users also targeting its sister brand, Wardah. The hashtag #BoikotKahf began circulating, and several users shared videos of themselves throwing away Kahf products they had bought.
The anger intensified when screenshots from a Kahf TikTok livestream began circulating. The hosts were accused of pinning provocative comments about Malaysia, while one female host was accused of playing a football video mocking Malaysian viewers and sticking out her tongue before ending the stream. Some users questioned whether the brand's apology was sincere, and calls grew to boycott other brands under Kahf's parent company.
Kahf apologises
Kahf removed the meme and issued a public apology on Threads, saying respect was at the core of its values and that it had "failed to live up to that value." The brand apologised for the disappointment caused, thanked users for holding it accountable, and pledged to rebuild trust through its actions — not just words. But the apology did not end the criticism, with some Malaysian consumers questioning whether it went far enough after the livestream screenshots emerged.
Celebrities weigh in on both sides
Indonesian actor Boy Hamzah drew criticism after reportedly posting a video suggesting Malaysia's smaller population meant a boycott would have little impact on Kahf — alongside controversial remarks about the two countries' shared history, including a claim that Malaysia would not exist without Indonesia.
In Malaysia, singer, actor and TV host Alif Satar — a Kahf brand ambassador — distanced himself from the post, saying he did not support content that belittled any country or individual and stressing that Malaysia and its people deserved respect. While acknowledging Kahf's apology, he said rebuilding trust required meaningful action, and urged people to respect differences of opinion without insults.
Malaysian Muay Thai fighter Johan Ghazali took a different stance, saying he would keep supporting Kahf — the brand had made a mistake, but deserved the chance to move forward after apologising. And Malaysian actor Sharnaaz Ahmad urged both nations not to let online disagreements damage their longstanding ties — criticising the provocative post from a business account, but suggesting the dispute should not be prolonged once an apology had been made.
The takeaway
The Kahf episode sits at the boundary between sporting rivalry and national pride — and at the question of whether brands should play with that fire on official accounts. Kahf framed its post as football banter; many Malaysians saw a commercial brand mocking the markets it sells to. With the apology landed but boycott calls continuing, the brand's real test is what it does next.
Watch: "KAHF DIBOIKOT MALAYSIA — Already Apologized, But Still Viral" — a video breakdown of what happened, why the "Hati-hati beda level" post offended Malaysian users, and whether Kahf's apology goes far enough.
Music in this post's reel: Kevin MacLeod - Volatile Reaction (incompetech.com), licensed under CC BY 3.0
Sources:
- Malay Mail — "From football meme to boycott calls: Why Indonesian grooming brand Kahf is facing backlash in Malaysia"
- Sinar Daily — "Kahf controversy: How the 'beda level' post sparked boycott calls in Malaysia"
- BOOM! Entertainment — "Controversy Involving Indonesian Brand, Alif Satar Stresses That Country and People Must Be Respected"