ZUS Coffee reclaims its Malaysian identity: What makes a brand truly Malaysian?

Malaysian coffee chain ZUS Coffee seeks to settle the argument on whether the brand is a local or international one in a hilarious new brand film that takes place in court. The film was done in conjunction with advertising agency Fishermen Integrated which features comedian Kavin Jay and content creators Arieff Yong and Ryan Howlet with ZUS Coffee on trial to determine if the brand is truly Malaysian. 

“At a time where coffee aficionados prefer top-tier international coffee, local brews have been at the receiving end of unenthusiastic perception,” said the brand in a statement.

Don't miss: Telekom Malaysia blends music and generative AI for national day

“However, in this short and sweet production, ZUS Coffee, Fishermen Integrated and their partners Imagineers Film successfully captured Malaysian pride and proved that ZUS Coffee’s Malaysian-made blend is on par and equally as delectable if not greater than their international counterparts,” the statement explained.

The film sees ZUS Coffee take the stand in a court trial as its defence seeks to prove that the brand is local against the prosecution that claims the brand is an international one due to its fancy name and high quality. Kavin Jay, who plays the defence lawyer for his client ZUS Coffee shares that it is common for brands to have glamorous-sounding names and that a name should not be taken too seriously. To prove his point, Jay mentions the Pulau Kentut islands that have names that mean “Fart Islands”, but should not be avoided due to the negative connotation behind their name.

Jay also shares that local quality does not equate to low quality but one that caters to the taste of the Malaysian palate to further prove that ZUS Coffee is truly a Malaysian brand.

“The campaign which showcases the Malaysian spirit hopes to spread the message that local quality is not low quality. As Malaysians, we are more than capable to produce products and deliver services that are of world-class standards, as evidently so,” said Mark Darren Lee, the managing director of Fishermen Integrated. 

To further highlight Malaysian pride, Malaysian brands such as Julie's, Farm Fresh, Inside Scoop and Boh make a cameo in the brand film, cheering ZUS Coffee on in the trial.

“Our partnership proves that Malaysian brands are capable of delivering top-notch products and services and in the case of this collaboration, we're proud to have produced such a heart-warming piece that has resonated with our fellow Malaysians and our "buatan Malaysia (Made in Malaysia)  champions!" said Stephy Foong, vice-president of growth and marketing at ZUS Coffee.

Since its launch in 2019, ZUS Coffee currently has 270 stores nationwide and prides itself on employing local crew members to ensure that its products suit the local Malaysian taste, according to a statement by the brand. 

What makes a brand Malaysian?

This is not the first we have seen of Malaysian brands elevating their brand identity beyond its Malaysian heritage. There are many brands that initially found their footing on Malaysian soil but grew their brand internationally over decades. Brands such as Jimmy Choo, BritishIndia and Giant have expanded their operations and elevated themselves beyond the title of a local Malaysian brand. 

However, that begs the question, what makes a brand Malaysian?

Mark Lee, the co-founder and head of digital at Fishermen Integrated said that when local brands go international, there is still an intrinsic footing in where it found its initial success. Brands such as Jimmy Choo, he said, bring pride to Malaysia because it maintains the spirit of Malaysia. "This comes with the understanding that these brands were initially created to address the needs of and elevate the quality of living of Malaysians," he added.

When it came to Zus Coffee's desire to reinforce its Malaysian heritage through this campaign, Lee provided insight that it is all the more significant considering the hot seat Malaysia has found itself in as of late.

Especially with the 1975 debacle that unfolded in July as well as the Swatch crisis that found Malaysia being targeted for its supposedly regressive politics, Lee noted that the country was being put down internationally.

However, in Malaysia the scene was slightly different. He said that coming under scrutiny and criticism actually helped bring Malaysians together and reinforced the "oneness" amongst it people. Therefore, Lee explained, Zus Coffee found it to be an opportune time to show off that in spite of adverse situations, Malaysians maintain a stronghold on their culture and values.

"From the comments under the video, we could see that everyone is surprised that Zus Coffee is Malaysian, because people may stereotype Malaysian products to be of lower quality. However, that is not the case. We do produce quality products and that should be recognised," Lee added. 

Dorothy Fong, founder and CEO of IDOTYOU believes that simply because a brand is made in Malaysia does not make it authentically Malaysian. "The brand must have a strong conviction to bring out the culture and identity of Malaysia," she said. Once a brand does so, she said, even if it goes international, it will be recognised for its Malaysian-ness.

No matter what a brand becomes, people always trace it back to its founding story.

Join #PRAsia on 2 November in Singapore and 8 November in Malaysia, connecting 100+ PR and communication leaders worldwide to share ideas, forge partnerships, and unlock endless possibilities.

Related articles:
Nestle Malaysia and Starbucks put up fashion show for new coffee range
Coca-Cola and Win Metawin explore bonds created over shared meals in new brand film
AmBank embraces cosy cafe concept for consumers with Bask Bear Coffee integration