[Marketing Strategy] How Should We Approach 'Malaysia Day'!?
- Jeong Hyeon
- Sep 12
- 3 min read
[Don't read, just listen!]
[Read the blog post while listening to music!]
Understanding 'Malaysia Day'
Many people can easily confuse 'Merdeka Day' on August 31st with 'Malaysia Day' on September 16th.
National Day (August 31st): This day commemorates the day the Federation of Malaya gained independence from British rule in 1957. It is a historical event focused on the independence of Peninsular Malaysia.
Malaysia Day (September 16th): This day commemorates the official formation of the 'Federation of Malaysia' in 1963, when the existing Federation of Malaya was joined by Sabah, Sarawak, and Singapore. (Singapore separated two years later in 1965).
As such, if Merdeka Day celebrates 'independence', Malaysia Day celebrates 'unity'. This day holds significant meaning as a symbol of Malaysia's complete integration and diversity, especially since it was designated a national public holiday in 2010 after long-standing requests from the people of East Malaysia (Sabah and Sarawak).
The Spirit of Malaysia Day: Focus on 'Unity' and 'East Malaysia'
The core of Malaysia Day marketing is to showcase the value of 'Unity in Diversity.' The most crucial point here is Sabah and Sarawak. It was thanks to the active voices of East Malaysia that Malaysia Day was finally designated a national public holiday in 2010. This is more than just a historical fact; it signifies a successful campaign where marginalized voices gained recognition.
Therefore, brands should try bringing the culture, people, and stories of Sabah and Sarawak to the center of their campaigns. Highlighting their unique food, traditional arts, and beautiful nature is the most authentic way to honor the spirit of Malaysia Day and presents a special opportunity to leave a deep impression on East Malaysian consumers in particular.
Practical, Industry-Specific Marketing Ideas for SMEs
If you can't pour in a massive budget like a huge corporation, you have to compete with authenticity and creativity by targeting the specific audience of this particular holiday. Since 'Malaysia Day' is the day Sabah and Sarawak were recognized as part of Malaysia, emphasizing the importance of 'unity', why not establish and run an advertising strategy using the keyword 'unity' for a successful marketing campaign?
The goal is to build a strategy that makes Malaysians feel, "Yes, this is the advantage of our way of life!" Below, I've shared some ideas for such a strategy. Take a look, and if you're interested, give it a try!
[Advertising Strategy]
Set a symbolic price like RM 16.90 to commemorate September 16th.
Collaborate with influencers from Sabah and Sarawak.
Offer a discount when people from different backgrounds, races, and nationalities, such as Muslims, Chinese Malaysians, and Indians, visit together.
Launch a collection of products inspired by the traditional patterns of the indigenous peoples of Sabah/Sarawak - share the story behind it through videos and various other methods.
[Video] Create content using popular products, music, etc., from Sabah/Sarawak.
[Video] A scene that starts with only Malay Muslims, then gradually shows people of various races joining in, smiling and putting their arms around each other.
[Video] An animation that first shows a map of Malaysia without Sabah and Sarawak, and then shows them being added.
[Video] A visual of the map of Malaysia naturally transforming into a dish at a restaurant.
Conclusion: Make Your Brand a Part of the Malaysian Story
A successful 'Malaysia Day' campaign is an opportunity to go beyond simply selling products and show that your brand is a member of Malaysian society.
When you listen to consumers' stories, empathize with their values, and practice the meaning of 'unity' through tangible actions, I believe your brand can become not just a product, but a source of Malaysian pride.
This 'Malaysia Day,' instead of just waving a flag, why not try building a bridge that connects heart to heart?
Please share your great ideas in the comments!
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