Malaysia’s Justin Timberlake Brings Muslim Values Back

Yasmin and Liyana (MindShare, Malaysia) writes:

At first glance, Malaysia’s latest singing phenomenon looks like a Southeast Asian version of Justin Timberlake, with his slim build and closely-cropped hair. But this is where the similarities end. While JT sings about bringing “Sexy Back”, Mawi, as this unlikely pop idol is known, uses his latest album to bring the Quran back onto the airwaves for Malaysia’s youth. This 25 year old from a poor agricultural village sells more albums of religious tunes and Islamic verses than Justin Timberlake and other global acts. Mawi won the local equivalent of ‘Pop Idol’ by a landslide, motivated millions to purchase the products he endorsed, and has even unintentionally spawned the phenomenon of “Mawi headscarves” among Malay women.

Here’s a video compilation of his performances, with fans looking on in adoration:

So what propelled this average Joe to unprecedented heights of popularity? Timing has a lot to do with it. Alienated by the US-led war on terror, public opinion in the Islamic world, including here in moderate Malaysia, has gradually shifted away from a US-centric world view towards other alternatives. Along comes Mawi, who tries to pursue a career in the competitive entertainment world without compromising on traditional Islamic values. Among a sea of local Hollywood wannabes, Mawi stood out as the first to project a contemporary image yet stay true to Muslim values, winning over legions of Malay fans in the process.

The growing preference for local idols is reflected in the consumers’ brand choices too. According to MindShare’s 3D Research, Malays are more likely than before to opt for local brands. A local coffee brand infused with traditional herbs is giving established international beverages a run for their money, and a similar scenario can be seen in other product categories. For the new generation of middle income Malays, who make up the majority of the Malaysian population, foreign does not necessarily equal aspirational. The growing recognition for homegrown heroes means global brands need to seek ways to speak to consumers in their own lingo and on their own terms.