Central Market issues apology following backlash over 'rempit' Threads posts

Central Market Kuala Lumpur has issued a public apology following criticism over its use of "rempit"-style Malay captions on social media, after netizens argued that the tone was inappropriate for a heritage institution known for celebrating Malaysian arts and culture.

The controversy emerged after a series of posts published on Threads and Instagram adopted highly colloquial, informal Malay commonly associated with internet slang and youth culture. Rempit refers to mat rempit, a term for an individual or youth who participates in illegal street racing or public disturbance.

While the posts appeared to be an attempt to engage younger audiences through a more casual social media voice, many users questioned whether the approach was aligned with Central Market's identity as one of the country's most recognisable cultural landmarks.

Several social media users described the captions as unprofessional, with some suggesting that the language undermined the institution's reputation and heritage status.

Don't miss: Threads’ rise in Malaysia and why brands must act more human to stay relevant

Comments by Threads users

Critics added that although the institution was trying to create a friendly "sempoi" connection with social media users, it crossed the line into condescension, gaslighting, and rude manners, inconsistent with the values associated with a heritage destination. Some also accused Central Market of using AI to generate its caption

The backlash prompted Central Market to issue a public statement on Threads announcing its formal departure from the social platform, and apologised for the posts.

Screenshots of past Central Market Threads posts

"We would like to offer our most sincere apologies for our previous posts. We recognize that the content shared was insensitive and deeply hurtful, and we take full responsibility for the impact it has caused," the organisation said.

It added that the posts did not reflect who it is or the values it holds.

"We deeply regret our actions. There is no excuse for the issues that have arisen due to the posts, and we understand that the community expects and deserves better from us," the statement read.

Central Market also thanked community members who had "rightly held us accountable", adding that it would use the incident as an opportunity to learn, listen and reconnect with the values of inclusivity and respect.

The organisation further announced that its social media channels would be overseen by new administrators moving forward. "To help us maintain a welcoming, and positive space, our social media channels will be overseen by new admins dedicated entirely to upholding the values and standards you expect from us," it said.

It also expressed hope that Central Market would continue to be "a place of joy as well as unity for everyone to feel deeply welcomed and valued".

Screenshots of Central Market's Instagram captions

The incident highlights the increasingly delicate balance brands and institutions face as they seek to remain culturally relevant and appeal to younger audiences on social platforms.

In a recent A+M article, industry professionals from social media agencies shared their thoughts on the rise of Threads in Malaysia. While Threads lowers the barrier to entry for conversational content, agency leaders warned that it also raises the cost of getting tone and intent wrong.

A brand's performance depends on how well it aligns with the platform’s text-first behaviour, shared Pandan Social's Daniel Woodroof. “You have to understand the context Threads exists in. Either a well-timed, entertaining comment, or something genuinely informative. That's the whole game,” he said, while emphasising cultural sensitivity in Malaysia’s fast-moving digital environment.

iWiser's Shakthi DC said cultural fluency goes beyond avoidance of risk and into understanding local expression and humour. “Malaysian Threads humour is specific, rooted in local idiom, shared lived experience, and an instinct for absurdity,” she said. She added that audiences are quick to reject content that feels manufactured or overly engineered, especially in a space built on informal interaction.

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