Kahf apologises after Malaysia backlash over ASEAN flag post

Indonesia-based men's personal care brand Kahf, owned by ParagonCorp, has apologised after a social media post comparing ASEAN countries sparked backlash in Malaysia.

The controversy began when Kahf published an image on its official Threads account, @kahfeveryday, featuring the phrase “Hati-hati beda level” (roughly translated as “Beware, different levels”) alongside national flags. Indonesia's flag appeared above a yellow line, while the flags of several other ASEAN countries, including Malaysia, were positioned below it.

The layout was interpreted by Malaysian social media users as suggesting that Indonesia was superior to its neighbours. The post was subsequently deleted, but screenshots continued to circulate online.

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The post emerged amid heightened football rivalry after Indonesia beat Bangladesh 9-2 in a match that helped determine qualification for the FIFA ASEAN Cup 2026 final. Malaysia had beaten Singapore 6-0, with goal difference playing a decisive role in determining which team advanced. Some Malaysian fans also questioned the additional time given in Indonesia's match against Bangladesh, adding to tensions surrounding the results.

The controversy quickly expanded beyond football, with consumers criticising Kahf for what they perceived as a disrespectful portrayal of Malaysia and other ASEAN countries.

Following the backlash, Kahf issued an apology, acknowledging that the post was unacceptable and did not reflect its values.

In its statement, Kahf emphasised the relationship between the two countries, saying: “The bond between Malaysian and Indonesian communities has always been rooted in brotherhood and respect. We are committed to upholding the same respect across all countries and cultures. We take full responsibility for falling short of that commitment.”

Kahf also acknowledged that an apology alone might not be enough to restore the trust affected by the incident, pledging to improve through its actions rather than words alone.

“We sincerely apologise for all the disappointment caused. Thank you for holding us accountable,” it added.

MARKETING-INTERACTIVE has reached out to ParagonCorp for comment.

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