UNIQLO Malaysia responds to claims that Oriental Kopi collab artwork was AI-generated

UNIQLO Malaysia has come under fire after claims surfaced that the artwork used in its UTme! graphic tee collaboration with local kopitiam chain Oriental Kopi was AI-generated. Netizens quickly pointed out flaws in the designs, such as misaligned window awnings and pixelated textures, sparking criticism across social media.

Launched on 17 October, the collaboration featured nine exclusive designs inspired by Oriental Kopi’s signature dishes, including nasi lemak, polo buns, and egg tarts, celebrating the nostalgic charm of Malaysia’s kopitiam culture. It remains unclear whether the artwork was created by UNIQLO, Oriental Kopi, or both.

Responding to A+M’s request for comment, UNIQLO Malaysia said: “We have taken note of the feedback shared by members of the creative community and are aware of the comments regarding our recent UTme! designs. UNIQLO has always valued creativity and collaboration. We take all feedback seriously and are carefully looking into this matter internally together with our partners.”

UNIQLO is well known for its collaborative approach to the UTme! graphic tee line, which regularly features both global and local creatives. In Malaysia, the brand currently offers collections with Monchhichi, Star Wars, Minecraft, Disney’s Mickey Mouse, and Peanuts. Last year, it partnered with local design studio Bunga dan Bintang, founded by Malaysian illustrator Kirin Sharom, whose hand-drawn designs celebrated local food and cultural icons through a line of shirts and tote bags. Beyond Malaysia, UNIQLO's wider UT range has showcased works by Japanese artist Yu Nagaba, as well as pop art legends such as Andy Warhol, Keith Haring, and Jean-Michel Basquiat.

Don't miss: UNIQLO leans into Oriental Kopi hype with latest collab

_{Posts about the issue on Threads and Reddit.}

Public criticism and sentiments

Based on findings by media intelligence company DATAXET Nama Malaysia, the overall sentiment towards the collaboration between the two brands was overwhelmingly negative at 70%, with the rest being 20% positive and 10% neutral. Of the public comments, some key themes which emerged are about the AI-generated flaws and poor quality of the artwork (40%), neglect of local artists and perceived cheapness (22%), unappealing designs and reluctant advertising (15%), while 10% justified AI adoption as a legitimate efficiency tool. 

Dataxet Nama also found that engagement peaked dramatically on 17 October with 4,543 interactions, coinciding with the product launch and media coverage. This surge reflects intense initial interest, fueled by publicity and controversy over the AI-generated designs. Engagement remained notably high on 18 October (1,828), indicating ongoing discussions and reactions from consumers and artists alike.

_{Courtesy of DATAXET Nama Malaysia} 

Meanwhile, media intelligence firm CARMA found that sentiments were mixed with some saying that ultimately companies will use AI to save time and money, will others said that the use of AI signalled that anyone could generate these designs at home, causing the UT collections to lose their limited-edition appeal.

The backlash erupted shortly after launch, as Malaysia’s creative community took to Threads and Reddit to point out flaws in the artwork. On r/malaysia, users criticised the use of “AI slop,” noting that either brand could have hired a local designer. Redditor @Big_Vermicelli9954 highlighted issues like a misaligned banana leaf on the nasi lemak, a prawn with a missing head, and butter merging into kaya on toast. Some debated that UNIQLO might continue using AI art if it cuts costs. “I’m cool with the UT T-shirts as they’ve got plenty of cool designs, but using AI artwork for an established brand like UNIQLO, especially for the UT line, looks like an uncool move to me,” wrote @Randomus-08.

On Threads, artist and toy designer Michael Chuah (@michaelchuah) criticised the brands, with his post gaining 1.4K likes and 500 shares. “Why use AI-generated images? Oriental Kopi can’t afford to hire an illustrator for the project? This is a disappointment,” he wrote. Another illustrator recreated the designs in hours to show how easily similar visuals could be made manually, while a user shared a ChatGPT prompt for prawn noodles resembling Oriental Kopi’s version. Chuah’s post also sparked debate about distinguishing poor AI visuals from real illustrations.

Illustrator Douglas Chin (@douglas._.chin) invited artists to spot glitches, with @chilicandy noting single-coconut trees and others flagging merged butter slices and a disappearing spoon under the cendol bowl. Another creative, @thecalmreset.studio, pointed to the yellow tint and overly smooth lines as signs of AI, while @beithoven added, “even if it was created with AI, someone should be tasked with touching it up, but obviously, they don’t bother.” User @irvandytan said: “If it’s real, it’s kind of humiliating for UNIQLO to collab with AI-generated graphics without taking a closer look… I don’t know if I want to spend money on AI-generated stuff like this, even if it looks cute and iconic.”

_{Alleged signs of AI-generation pointed out by Threads and Reddit users.}

Industry reactions

Brand practitioners have said that the UNIQLO x Oriental Kopi controversy reflects a broader tension between efficiency and authenticity as brands experiment with AI in creative production. While they acknowledge the technology’s growing presence in marketing, they caution that human oversight remains essential to preserve craftsmanship and credibility.

Former DIA Brands managing director Sutapa Bhattacharya noted that while AI is becoming increasingly popular amid cost and time pressures, it should remain a tool, not a replacement for human creativity. “AI is but a tool to help the process,” she said. “We still need the human role in ensuring that authenticity and quality are not compromised. We also need to ensure that when we do use AI, we do it well.”

Echoing this, former AirAsia brands co. CEO Rudy Khaw emphasised that attention to detail and brand governance must not be neglected. “Attention to detail is a dying art and habit,” he said. “The brand needs to ensure that its teams across the project put care and consideration into such details. It should be the collective responsibility of everyone across the production line to check and call out anything that may seem amiss.” He added that brands should begin enforcing AI governance frameworks, setting clear rules around what’s acceptable when integrating AI into creative output.

Khaw also cautioned that while AI can accelerate workflows, its misuse risks producing “mediocre or lacklustre work.” He urged brands to see AI as a means to push creativity forward, not merely to cut costs.

Consumers today can spot AI-generated work from a mile away.

“AI is a great tool and companion in creativity, but there’s much in the human soul, intuition and mindset that AI cannot replicate. Humans should always put on that final glaze and wipe off any drips that aren’t meant to be part of the plating," he added. 

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