BBDO VOICES
Exploring The Modern Concept of Malaysian Identity
and Unity
The anomaly
Truly Asia. 1Malaysia. We all know that the beauty of Malaysia and what makes it unique
is it’s long established multiracial and multicultural heritage. However is this where story
ends? Whilst other nations have established (and stereotypical) national traits that their
people are said to uphold regardless of race (E.g, USA’s optimism and confidence: The
American Dream, Singapore’s ‘kiasu-ness’ and 1st class ambition etc.), Malaysia is more
known for the fact that it is simply multicultural but not so much for the traits that bind
them (other than an inherent love for food!). Whilst brands try to traverse the differences
with various vernacular translations etc. and while the Government attempts to build a
sense of togetherness, we dig a little deeper into the concept of race and identity in
Malaysia to see what’s beyond the surface and if and how businesses can be part of the
cultural narrative…
What does it mean to be a Malaysian?
A melting pot of distinct races, each with their own
distinct cultures, what is it that binds Malaysians? What
common ethic or philosophy do they subscribe to?
In this edition of BBDO Voices, we explore the concept
of the common Malaysian identity. Is there one? What is
it? Is it positive or negative? How will it impact the nation
and how can or should businesses be part of the
narrative?
A culmination of an extensive survey and subsequent
group discussions and interviews with Malaysians from
all walks of life, the following are our findings…
Are Malaysians united? Is unity what they
want?
Unity is the goal but not always the reality
Many Malaysians believe that more unity amongst Malaysians is the way
to go and will assert a sense of unity and respect for fellow Malaysians,
however it is clear that walking the talk is harder than it seems.
Most but not all believe Malaysia is united
A significant number of Chinese (30%) and Malays (15%) interviewed for
this research, do not believe that the nation is united. Whilst the majority
believe the nation is united, there is some work needed to create
widespread confidence.
Majority of Malaysians and their parents agree that Malaysia is united,
this belief is relatively weaker among younger group and Chinese race
•
Generational differences in perception of Malaysian unity
Half of Malaysian youth is not influenced by their parents’
opinion on Malaysia unity. And this group split into half for the
belief vs. non-belief of an united Malaysia
My parents believe Malaysia is
united and I agree with them
I am not aware of how my
parents think but I think Malaysia
is as united as it can be
My parents believe Malaysia is
united but I disagree with them
50%
41%
55%
52%
65%
44%
Low base
29%
23%
18%
3%
1%
3%
4%
1%
24%
28%
19%
26%
31%
Total
18-24
25-30
31-35
Chinese
D1. Which of the following statements best describes your and your parents’ perception of Malaysian unity?
Total Respondents (206), Chinese/Malay/Indian (98/93/9), 18-24/25-30/31-35 (68/88/50),
*low base
33%
32%
24%
I am not aware of how my
parents think but I think Malaysia
is not as united as it can be
Q#:
Base
37%
16%
4%
15%
11%
Malay
Indian
11%
Lower income groups prioritise religion over
nationality when it comes to identity
Nationality is the most binding of traits regardless of race or religion,
however lower income groups opt for the more divisive factor of religion as
more important when it comes to identity.
2/3 of Malaysians describe their identity using nationality. However,
Malays are more likely to think of their identity in terms of religion and
Chinese in terms of race.
•
Personal identity in Malaysia
Total
Nationality
67%
Race
17%
Religion
14%
Total
Nationality
Q#:
Base
67%
Race
17%
Religion
14%
Male
Female
-2
Chinese
1
0
5
-3
1
Below
51,600RM
2
-6
1
-2
6
-3
-8
-7
1
5
1
2
31-35
-1
5
1
-4
14
-3
Low -11
base
9
Single
Married
without kids
-5
-3
-14
Married with
kids
6
5
-2
Kuching
-4
-1
-14
25-30
Klang
-1
5
Low base
14
18-24
Kuala Lumpur
11
-12
Above
51,600RM
Indian
-4
7
-2
Malay
-10
16
-6 base
Low
6
-8
B1. Which of the following do you think best describes your identity in Malaysia?
Total Respondents (206), Male/Female (83/123), Chinese/Malay/Indian (98/93/9) (Kuala Lumpur/Klang/Kuching (155/35/16) , Less than 51,600RM/above 51,600RM (59/147) , 18-24/25-30/3135 (68/88/50), Single/Married without kids/Married with kids (130/55/18)
*low base
A little more reserved at ‘marrying age’
Interestingly, Malaysians are very open to making friends outside their own racial
groups, however this sentiment dips considerably between the ages of 25 to 30
years old.
A majority of Malaysians are open to making friends outside their racial
group, in particular the youngest, oldest and female respondents
•
Influence of race on friendship _ Do they make friends outside of their racial group?
Very likely
39%
33%
43%
34%
Somewhat likely
Neutral
Somewhat unlikely
Very unlikely
29%
29%
28%
29%
22%
26%
28%
25%
26%
31%
-3%
2%
Total
Q#:
Base
40%
44%
Male
Female
C2. How likely are you to make friends outside of your racial group?
Total Respondents (206), Chinese/Malay/Indian (98/93/9) , 18-24/25-30/31-35 (68/88/50)
40%
18%
2%
35%
35%
29%
32%
30%
26%
*low base
25-30
Low base
11%
0%
11%
5%
1%
8%
6%
18-24
78%
31-35
Chinese
Malay
Indian
Racial stereotyping still exists
Most but less than 50% believe that all races pursue all types of
professions. Finance and business is largely pegged to Chinese, Medicine
and Law to Indians and Social sciences to Malays.
The perception of ambition for profession are different by race. Every
race is associated with specific professions
•
Perception of race on profession in Malaysia
Only 1 in 5 audience think that
“Everyone Pursues These Professions
Regardless of Their Races” for all
professions
Malays pursue this profession more
than other races
Indians pursue this profession more
than other races
Chinese pursue this profession more
than other races
Everyone in Malaysia pursues this
profession regardless of their races
6%
19%
21%
49%
Don't know
5%
Chinese is strongly associated
with finance and
entrepreneurship professions
while Indian with Medicine and
Law, Malays with Architecture
and social sciences
8%
9%
37%
7%
13%
6%
17%
39%
58%
Q#:
Base
19%
49%
48%
7%
12%
7%
Law
45%
40%
5%
6%
Medicine
16%
3%
18%
14%
Engineering Architecture
C5b. In your opinion, which of the following statements best describe how people pursue these professions in Malaysia?
Total Respondents (206)
3%
54%
34%
5%
14%
Social
sciences
Finance
Own
business
A little more trust in people of own race
Only 1 in 4 claimed that race does not matter when it comes to
receiving/giving recommendations. However, people from the same race
trust their own rather than someone from a different race.
Race does has a role in source of recommendations for
products, only 1 in 4 claims that race does not matter
•
Same race product recommendation
Top 2 Box
Very likely
43%
46%
18%
19%
25%
27%
Somewhat likely
Neutral
Unlikely, race does
not matter
16%
20%
41%
44%
10%
22%
48%
24%
31%
33%
12%
21%
22%
56%
34%
22%
34%
20%
35%
29%
Believe
Not
Malaysia believe
is united Malaysia
is united
35%
39%
24%
18%
18-24
25-30
D3. How likely is it that you will buy a product based on the recommendation of a person of your race?
Total Respondents (206), Believe/Nonbeliever (151/55, Chinese/Malay/Indian (98/93/9), 18-24/25-30/31-35 (68/88/50)
24%
40%
11%
29%
Low
44%
base
31%
11%
28%
27%
31-35
Chinese
*low base
55%
27%
24%
Total
Q#:
Base
36%
13%
33%
Malay
Indian
Not only rose tinted view
Unity communications are largely appreciated from brands and the
Government, however for those who do not believe Malaysia is united, a
more realistic and pragmatic approach to unity is appreciated.
Does Malaysia have a common identity?
What potential common threads are there?
Acceptance of little commonality,
perhaps is the commonality
Common threads are hard to come by, however acceptance of this fact
with the resilience to carry on is perhaps the uniting factor.
Singular Malaysian Identity does not exist
Perhaps it’s time to acknowledge that a Malaysian identity is a mish mash
of diverse races and that’s not a bad thing.
Initial frustrations
With common threads hard to find except a multiracial environment,
Malaysians are quick to voice less desirable common traits: Lazy; whiners;
inefficient etc.
Leads to strength in resilience
However initial frustration leads to the realisation that Malaysians are a
hardy bunch with attributes of tolerance, resilience and ‘boleh-ness’ –
The will to just get on with things, even if there are challenges…
‘Tolerant’
Most respondents agree that Malaysians are overall tolerant of misgivings
from wherever/whomever. A sense that whilst they may not understand or
agree, they will find a way to get on.
‘Empathetic’
A sense of comfort within their own cultures, able to express themselves
culturally freely. Whilst many agree that situations can be improved, many
also concede that things could be a lot worse
Together, for themselves
Interestingly, all Malaysians agree on two things. Support for national
sports champions and food! As long as the fruits of unity benefit them
personally, Malaysians are more inclined to it. Lee Chong Wei and Nicol
David are highly regarded by all kinds of Malaysians, as they are the only
choice of worldclass sports champions that Malaysians can lay claim to.
Likewise, food from different racial backgrounds are revered as they
benefit individual stomachs!
Sports heroes have appeal across races, but entertainment media
celebrity preferences tend to be divided along racial lines
•
Celebrity preference ranking by race
Chinese
Rank 1
Lee Chong Wei
Nicol David
Owen Yap
Rank 2
51%
12%
Malay
Rank 3
19%
38%
12% 82%
9% 59%
Owen Yap
Chinese
Newsreader and
Emcee
Q#:
Base
Nicol David
Awal Ashari
Rank 2
38%
14%
18%
23%
Rank 3
13% 69%
13% 50%
12% 12% 17%
41%
18% 11% 9% 38%
Maya Karin 10%10% 11% 31%
8% 6% 9% 23%
JinnyBoy
Chinese
Radio DJ and YouTube
star
Lee Chong Wei
Neelofa
11% 6% 12% 29%
Jinny Boy 5%6% 10% 21%
JJ & Ean
Rank 1
JJ & Ean
English-language
Radio DJs
Lee Chong Wei
Chinese
Badminton World
no. 1
D5b. Please rank them by dragging and dropping them into order of preference
Total Respondents (206), Chinese/Malay/Indian (98/93/9)
*low base
Nicol David
Indian-Chinese
Squash World no.
1
Neelofa
Malay
Actress and
model
Awal Ashari
Malay
Actor and model
Maya Karin
Malay
Actress and
singer
Chinese are more likely to see Malaysian food as a mix of racial
influences, while lower income Malays tend to see Malaysian food as
being best represented by Malay food.
•
Race and food
Total
A mix of all of the above
78%
Malay
17%
Chinese
6%
Indian
Q#:
Base
3
4%
A mix of all of the above
17%
Chinese
6%
4%
Chinese
-2
8
4
1
0
0
0
Below
51,600RM
78%
Malay
Female
-7
Total
Indian
Male
Above
51,600RM
Malay
-9
-12
13
4
-3
-3
Indian
-11
-6
Low base
-6
0
18-24
25-30
4
-2
-3
12 -5
-1
-10
29
31-35
6
3
-3
1
3
-3
-1
0
3
-2
C6a. Which of the following best represents Malaysian food?
Total Respondents (206), Male/Female (83/123), Chinese/Malay/Indian (98/93/9) , Less than 51,600RM/above 51,600RM (59/147), 18-24/25-30/31-35 (68/88/50)
-7
2
-2
*low base
What can this mean for business?
The easy answer:
Promote a uniting concept that benefits the individual
The low-hanging fruit for brands to communicate on a national level is to leverage
common assets that appeal across races because each race benefits. i.e. Sports and food
can garner national appeal, however film and/or music are more subjective and may
marginalise certain groups.
Tackling unity:
Sugar-coating is not as powerful as a revelation
Whilst racial harmony communications are appreciated, they do not work as hard as those
that deal with unity in its real form. A happy and rosy picture of harmony does not
necessarily capture the resilience of Malaysians or progressive call to action. Less a
melting pot, but a pot with very distinct parts; Different and distinct cultures living side by
side with little assimilation between them is Malaysia’s unique point of difference.
Better still, start a whole new conversation:
Solidify and promote the common national sentiment of
resilience and tolerance
Brands can often help form the national cultural narrative. Nike’s ‘Just Do It’ is testament
to the USA’s ‘Land of opportunity’ mentality. In Malaysia, brands not only have the
opportunity to support a common national identity but actually help build, solidify and
cement one.
Malaysian Identity is a Work in Progress.
Can you help build it?