JAKIM reminds Muslims to refrain from celebrating Valentine's Day

Malaysia’s Department of Islamic Development Malaysia (JAKIM) has reminded Muslims again to refrain from celebrating Valentine’s Day, stating that it goes against Islamic culture and practice. The group took to its Facebook page to make the aforementioned statement, adding that celebration of Valentines is not endorsed by the religion. "Valentine’s Day, which falls on Feb 14 every year, has never been endorsed in Islam, and is not part of Muslim culture," it said.

In its caption, it also quoted Prophet Muhammad, stating that anyone who “resembles a race, then he is part of them,” implying that Muslims who follow the practices and customs of others will become part of the culture, serving as a reminder for Muslims to not stray from the religion.

The post has since amassed 1,700 likes and almost 600 shares. This is not the first time that JAKIM has put out an anti-Valentine's Day stance. Its protest against the event can be dated back to 2011, when the launched a “Awas – Jerat Valentine’s Day” (beware of Valentine's Day) campaign. 

Is Valentine’s Day a hugely marketed event in Malaysia?

Meanwhile, any festive season is a lucrative time for brands. This year, Valentine’s Day comes dangerously close to a few other landmark holidays such as Christmas, the western New Year, and of course Chinese New Year. When deciding which festive event to put your marketing dollars behind, industry players suggest that brands first have to consider here are whether or not it has a role to play, is it able to create a narrative that is not only authentic but also compelling for the audience.

According to Casey Loh, creative chief at The Clan, while there are brands and retailers that will push for promotions and deals on the special day, they “do not go all out to make it a huge deal”. “While there are still many campaigns that talk specifically about the day to reach out to a targeted audience from relevant brands, many others that prefer not to offend anyone will choose to stay silent or relegate their acknowledgement of the day to a simple social media post,” he added.

Jarrod Reginald, executive creative director at The Chariot Agency added that mostly, the activities around Valentine’s Day are dine-in promos and retail. “Grocers should seize this opportunity for people to cook more at home,” he added.

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