How Khairul Aming’s Rembayung opening became a trust-led cultural moment

When chef influencer Khairul Aming (pictured) opened his first restaurant, Rembayung, on 6 January, it did not unfold like a conventional F&B launch. Instead, the debut quickly evolved into what media intelligence firm Dataxet Malaysia describes as a trust led cultural moment, one driven less by food reviews or promotions, and more by collective pride, credibility, and emotional investment in the founder himself.

Dataxet’s analysis showed that public engagement around Rembayung surged in two distinct waves, underscoring how anticipation and trust sustained momentum from reveal to opening day.

The first spike occurred on 9 and 10 December, following Khairul Aming’s announcement of the RM4 million restaurant across his social platforms. Engagement reached approximately 2.8 million, fuelled largely by admiration for Khairul Aming as an “anak muda Melayu” (Malay youth) success story. Netizens expressed pride and emotional support, while humour around long queues, exaggerated booking timelines, and FOMO (fear-of-missing-out) driven jokes added to the virality.

Crucially, conversations during this initial phase were not anchored in menu details, pricing, or dining experience. Instead, engagement was driven by trust in Khairul Aming’s credibility and personal journey.

Don't miss: Can Publicis’ HEPMIL acquisition unlock new opportunities for boutique influencer agencies? 

A second spike followed on 2 and 3 January, as the opening date approached, generating roughly 1.2 million engagements. This phase marked a shift from symbolic support to clear intent to visit, with renewed resharing of earlier viral content, pre-launch videos of the restaurant, and “OTW” (on the way) narratives. Together, the two engagement peaks illustrated how Rembayung was framed not merely as a restaurant opening, but as a collective win sustained by anticipation and goodwill.

Platform data further reinforced this dynamic. TikTok overwhelmingly dominated the conversation, contributing more than 5.56 million engagements, far outpacing Facebook and Instagram. According to Dataxet, this imbalance highlights how Rembayung’s momentum was built almost entirely through organic short form video virality, rather than traditional media amplification or opinion leadership. The narrative moved at the speed of emotion, humour, and cultural resonance, with TikTok acting as the primary engine for hype and shared pride.

Language analysis from the word cloud revealed that Rembayung was discussed less as an F&B outlet and more as a symbol of identity. Terms such as “bangga”(proud), “Melayu” (Malay), “Malaysia”, “terbaik” (the best), and “sendiri” (self) dominated the conversation, signalling that many netizens perceived the restaurant as a shared cultural achievement. Ownership of the brand extended beyond Khairul Aming himself, whose real name is Khairul Amin Kamarulzaman, with audiences emotionally invested in his journey rather than viewing the venture as a purely commercial endeavour.

Operational friction points, however, also became part of the narrative. The restaurant’s reservation only model drew attention to accessibility barriers, with discussions around website crashes, long waits, parking constraints, and logistics in Kampung Baru. When Rembayung’s reservation site crashed on 5 January, the reaction was telling. Rather than backlash, netizens largely responded with empathy, humour, and encouragement, urging Khairul Aming to take things slowly. Strong language occasionally surfaced, but it was often used defensively, aimed at protecting the founder from perceived attempts to undermine his success rather than criticising him directly.

Pricing debates further highlighted cultural tension. Conversations around “harga” (price), “mahal” (expensive), and “mesra rakyat” (people friendly) questioned whether traditional Malay village dishes should command mid to premium urban prices. While some expressed concern that elevated pricing could alienate core audiences, many defended it as justified for quality, portion size, and the symbolic weight of the venture. Dataxet noted that consensus generally placed costs in the mid-tier range for group dining, reframing value beyond affordability alone.

Sentiment analysis reflected this balance. Positive sentiment accounted for 80% of conversations, driven by admiration, trust, and national pride. Negative sentiment, at 15%, focused mainly on operational concerns and pricing assumptions, rarely escalating into sustained criticism. Neutral sentiment centred on practical questions around location, reservations, and access.

Ultimately, Dataxet concluded that Rembayung represents a significant evolution in Khairul Aming’s brand, from digital creator to cultural entrepreneur. More than a restaurant, the launch demonstrates how trust, authenticity, and community ownership can transform a business opening into a broader cultural moment.

The media intelligence firm's findings come amid scrutiny that followed Khairul Aming’s announcement of his RM4 million Kampung Baru restaurant late last year. According to a report by The Straits Times, the founder acknowledged that he was unable to price the menu at levels that would be “friendly to all”, and on the same day revealed that more than RM500,000 had been spent on kitchen equipment alone.

The report noted that much of the criticism stemmed from a perceived disconnect between Khairul’s carefully cultivated image as a humble champion of everyday Malay fare and his decision to launch an exclusive, reservation-only dining concept. Even so, reflecting the 80% positive sentiment recorded, demand remained overwhelming, with Rembayung’s website crashing after logging 3,000 bookings this week during its first reservation window due to high traffic.

Related articles:
Threads is heating up as Malaysian brands serve sass and banter
Darsa Fried Chicken's Bangi outlet quietly closes as founder distances himself from operations
Starbucks Malaysia parent Berjaya Food narrows quarterly losses