Threads is heating up as Malaysian brands serve sass and banter

Malaysian brands are having field days on Threads, and we're here for it.

If you haven’t checked out Instagram’s Threads yet, now’s the time, because Malaysian brands have been on a roll. From cheeky banter to nonsensical replies, these brands are redefining what it means to have a voice on social platforms, and it’s quickly becoming the new playbook for engaging with customers (and even other brands).

Over the past month, the number of local brands joining in on the banter has grown, with SMEs also hopping on the trend. Among all of them, a few stand out for being both hilariously funny and unexpectedly fluent in “bahasa Gen Z” (Gen Z language) on Threads. These include Pelangi Books (yes, the publisher of your exam revision books), Subang Parade (your neighbourhood mall), Islamic bank MBSB, Watsons Malaysia, and Malaysia Airports, just to name a few.

Beyond building brand love and earning praise for their wit, these brands are also unlocking a whole new way for audiences and customers to engage—communicating on the same wavelength, complete with Malay shortforms, slang, and a little bit of chaos. While this might remind some of how Western brands once playfully bantered on Twitter (now X), this new phenomenon among Malaysian brands brings a uniquely local and refreshingly familiar tone for young audiences.

Below, A+M reached out to the marketers behind a handful of these brands who are making waves on Threads, to uncover how they’re creating a new brand engagement ecosystem on the platform.

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1. Gigi Coffee

Mira Aina Mohd Shah, brand digital senior executive, Gigi Coffee

Threads has become a more casual, playful space for Malaysians, contrasting with Twitter’s fast-paced, news-driven environment. Its Instagram link brings in a younger, lifestyle-focused audience, making it ideal for brands to show personality naturally. Gigi Coffee’s growth on Threads has been steady, driven by consistent, community-focused engagement, reaching over 10.7K followers in less than two months. Brand banter started small and spontaneous but evolved into lively, culturally attuned conversations, giving the platform a uniquely Malaysian feel.

Gigi Coffee’s tone is chaotic, funny, and Gen Z, leaning into local humour, slang, and culture. The approach aims to engage the community, share information playfully, and humanise the brand. The trend signals that Malaysians want relatable, friendly interactions with brands that feel like part of the conversation, not distant advertisers.

2. llaollao Malaysia

Tirzah Yeo, head of marketing, Woodpeckers Group

Threads is gradually becoming the new digital kopitiam for Malaysians—a welcoming, conversational space that feels safer and less combative than Twitter. For llaollao, growth was organic, picking up traction within the first week by leaning into how Malaysians use Threads like a group chat. Brand banter took off at launch, evolving into playful, conversational engagement on topics from trends to random thoughts, humanising the brand instantly.

Our tone is self-aware and playful, showing up like a friend in the chat rather than an advertiser. The goal is to stay relatable, build equity, and be part of cultural chatter without heavy promotion. The trend signals that Malaysians want authenticity, humour, and community-driven interactions, rewarding brands that read the room, join conversations, and remain agile while delivering value.

3. Lotus's Malaysia 

Deon Lee, director of customer and marketing, Lotus's Malaysia

Threads has quickly become a fresh, community-driven space for Malaysians, offering real-time discussions that feel more relaxed than Twitter. Lotus’s strong Instagram following helped the transition, as many existing followers naturally engaged with the brand on Threads. Brand banter started in late 2024, gaining real momentum in 2025 as more Malaysians shifted platforms, allowing brands to experiment with conversational, playful content. Lotus’s tone is light, friendly, and human, aiming to speak with customers rather than at them, building familiarity and genuine connections.

The rise of this trend shows Malaysians increasingly value authenticity, humour, and relatability over corporate-sounding communication. For Lotus, Threads provides a space to entertain, engage, and foster positive word-of-mouth, while we continue growing our presence and creating memorable interactions with our community.

4. MBSB Bank 

Norsiah Juriani Johari, CMO, MBSB Group

Threads in Malaysia is still early days, which is good—unpolished, human, and full of real conversation. Growth isn’t linear; it comes from tiny, consistent interactions: show up, listen, respond. Brand banter started as a way to speak to people as individuals, not crowds, and has evolved into meaningful, playful engagement rooted in real-time cultural participation.

At MBSB, our tone is simple, human, and sincere. We aim to be in conversation, not in campaign mode, earning trust and relevance where customers actually spend time. Malaysians want presence over perfection, belonging over broadcasts, and we’re committed to showing up, adding value, and earning trust one interaction at a time.

5. Setel 

Threads has quickly become a comfortable, low-pressure space for Malaysians across generations, offering open conversations, lighthearted humour, cultural perspectives, and personal expression in a way that feels more relaxed than the intensity often seen on X. While X remains a hub for real-time news, Threads resembles a public group chat, where content feels personal, advertising is less intrusive, and the algorithm prioritises genuinely enjoyable content. Setel joined Threads at launch, growing its presence through consistent, authentic engagement that reflected how Malaysians naturally communicate online.

Brand banter, once sporadic, gained momentum in early November 2025, evolving into multi-brand conversations, localised humour, and playful exchanges that are fun, cheeky, and community-driven. The rise of this trend signals that Malaysians want authenticity, relatable interaction, and brands that understand local humour and values. Threads allows brands to show up, participate naturally, and build trust in a space where human connection comes first.

6. Taco Bell Malaysia

Belinda Ho, CMO, Taco Bell Malaysia

Threads has quickly become a relaxed, community-driven space for Malaysians, offering a more playful and spontaneous vibe than Twitter. Brand bantering began just a week ago, starting with casual, off-the-cuff replies from a few brands, and quickly went viral as Malaysians engaged with the humour and tone. Taco Bell Malaysia joined in, leaning into cheeky, hyper-local, human interactions that feel like talking to a friend rather than a brand.

The banter builds brand affection, cultural relevance, and real-time engagement, particularly with younger audiences. This trend shows Malaysians want authenticity, humour, and relatability online — they prefer conversation over corporate announcements. For Taco Bell, Threads isn’t just a channel; it’s a space to show personality, connect with the community, and participate in Malaysian online culture in a genuinely fun way.

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