Malaysian coffee chains gain as locals shun US brands

Shift follows call on social media to boycott brands seen as backing Israel in Gaza war

- Hazlin Hassan

KUALA LUMPUR - Malaysia's homegrown coffee chains are in the spotlight after a nationwide call on social media to boycott international brands seen as supporting Israel in its war against Palestinian militant group Hamas.

With many in Muslim-majority Malaysia backing the Palestinian cause, there have been calls to support domestic brands instead. Local names that are making their mark in premium and speciality coffee and gaining in popularity include ZUS Coffee, Eight Ounce Coffee, Gigi Coffee, Richiamo Coffee, Bask Bear Coffee and Mukarami Coffee.

"I have shifted to Gigi or ZUS. I used to drink a lot of Starbucks coffee, my middle name was Starbucks," said a 50-year-old housewife who wanted to be known only as Diana.

"My conscience feels better now," she said. Many consumers in Malaysia have been protesting via their wallets since the Israel-Hamas war began in October 2023. The broad boycott of consumer brands identified with the United States or seen as supporting Israel include coffee franchise Starbucks and food companies such as KFC, McDonald's, Domino's, Burger King and Nestle.