UNIQLO 'Cai fan' keychain kerfuffle: Where does inspiration end and imitation begin?

UNIQLO Singapore's latest foodie merch served up a tasty idea, but it also sparked a spicy debate. The global brand had dropped a customisable key chain inspired by cai fan (mixed rice) where shoppers who spent SG$100 or more could choose acrylic toppings from a buffet of familiar hawker fare to design their very own mini rice plate.

The initiative drew sharp comparisons to PointyRice, a local indie brand celebrated for its cai fan-themed merchandise, raising questions about where inspiration ends and imitation begins. 

This isn’t the first time Uniqlo has faced scrutiny over its local food-themed designs. In May, In the retail giant faced criticism for its UTme! collection, which closely resembled Musoka Club’s "Dress code: Kopitiam edition" launched in July 2023. 

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The latest clash underscores the tricky terrain global brands navigate when trying to authentically celebrate Singapore’s culture without stepping on local toes. When is a tribute a copy, and where exactly does cultural inspiration end and creative imitation begin? 

To Danielle Chow, Singapore country lead at Mad Hat Asia, it boils down intent and involvement. "Cultural inspiration means really understanding and respecting the culture, ideally working with local voices along the way. When brands use superficial elements without nuance or conversation, creative imitation is likely to occur," said Chow.

To avoid missteps, Chow advised brands to involve local creators early, conduct originality checks and put safeguards in place to flag any overlaps. "Internally, collaboration between marketing, legal, and CSR teams ensures everyone is aligned," she said, adding that: 

Most importantly, indie creators should be treated as partners, not just sources of inspiration.

Echoing this, Robin Chang, APAC general manager of W Communications noted that creators’ outputs - from ideation to design - should be treated as intellectual property. “In an economy that is facing downward price pressure, it’s hard to strike an equilibrium without one party feeling like they’ve received the shorter end of the stick,” he said.

“That’s why open communication and going into the conversation with the right mindset plus follow-through actions will reflect the right respect given to communities and partners," said Chang. 

Moving forward, brands should be guided by clear creative briefs and ethical practices rooted in respect. “This will earn a brand allegiance and respect that ladders up to breakthrough work with trust,” said Chang. “It starts with genuine conversation and a clear indication of forming a partnership.”

The cultural tightrope

These creative clashes reveal a deeper issue: global brands navigating Southeast Asian culture must do more than localise, they must participate authentically. “Brushing it off or being defensive will not help,” warned Chow. 

“Brands ought to examine the problem carefully, get in touch with the relevant creator, and be willing to have an honest discussion. Respect and openness go a long way, whether that means providing credit or explaining the procedure," she added.

Agreeing to her point, Chang said that reflection and intent must underpin any creative project involving cultural elements. "A brand can embark on a discovery route with their teams on creativity integrity and speak true to it. Always allow some room for discussion and work on collective parameters on what is acceptable versus an outright adaptation that can quite possibly passed off as imitation," said Chang. 

When working with independent creators, he added, brands should reach out with genuine passion for a conversation in light of creating a dialogue space. "Good creative minds can always produce good ‘ah-hah’ moments that strike a chord with target audience," explained Chang. 

Turning controversy into credibility 

Handled well, creative controversies don’t have to end in disaster. In fact, they can be turned into long-term brand wins, said Chow. “While these situations are tricky, how a brand handles them can actually build trust,” she said.

“A good response means owning up where necessary, reaching out to the creator, and explaining the process openly. If the brand were really interested in fostering collaboration or supporting a community effort from that point on, it would go a long way to showing that this is a brand that didn't really just react to the situation but is based in that community," said Chow. 

For global brands working in Southeast Asia, that trust doesn’t come from localisation alone, explained Chow. She added: 

My advice is simple: don’t just localise your messaging, truly participate in the culture.

“Singapore is full of talented artists that need their voices heard. Brands that co-create with them, give proper credit, and build genuine relationships will earn real trust. At the end of the day, it’s about respect, humility, and showing that you value the community beyond just business." 

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