Walk into a mall, scroll through an online store, or grab a coffee at a sleek café. Chances are, you’ve encountered a handful of brands that seem unmistakably American, European, Japanese, or even Italian. But what if we told you that some of these “foreign” labels are, in fact, 100% Malaysian?
Surprised? You’re not alone. Many of these companies have deliberately adopted global-sounding names, images, and branding strategies in a technique known as “foreign branding”, a smart marketing move that taps into consumers’ perceptions of quality and prestige associated with certain countries. Here’s a look at some of Malaysia’s most successful brands that many mistake for international powerhouses:
1. Bonia
Think Bonia, think Italy, or so they want you to believe. In truth, this internationally-renowned luxury fashion brand was founded by Malaysian entrepreneur Chiang Sang Sem in 1974. Now headquartered in Malaysia with over 700 outlets and 70 boutiques worldwide, Bonia’s branding capitalizes on Italian sophistication while keeping its business roots firmly planted in Southeast Asia.
2. Lewré
Specializing in bespoke designer footwear, Lewré is a high-end Malaysian brand that has dressed the feet of royalty and celebrities. With luxurious collections and a refined international image, few realize it’s a product of local craftsmanship and entrepreneurial spirit.
3. Carlo Rino
A younger, more vibrant offshoot of Bonia, Carlo Rino offers trendy handbags, shoes, and accessories. With its European-inspired image, many are surprised to find it’s not just Malaysian-owned, but also designed with the Malaysian market in mind.
4. Tomaz
Specializing in leather and casual footwear, Tomaz offers Italian-looking designs at local-friendly prices. Its sleek aesthetic and international-sounding name help it stand out in a crowded market but its heart lies in Malaysia.
5. Padini
One of Malaysia’s most recognizable retail names, Padini offers a wide range of fashion, footwear, and accessories across its many sub-brands. With stores across Asia, it’s a staple for shoppers seeking stylish, affordable wear and many are shocked to find it’s a local success story.
6. Ogawa
Ogawa may sound like a name from Tokyo, but this wellness brand was born in Malaysia. Known for their high-tech massage chairs and therapeutic gadgets, Ogawa is now present in over 62 countries, soothing customers from the Philippines to the United States.
7. The Manhattan Fish Market
Inspired by the legendary Fulton Fish Market in Manhattan, this seafood restaurant chain was actually founded by two Malaysians, George Ang and Dr. Jeffrey Goh. Despite launching their first outlet in Singapore and facing early skepticism, they won over diners with their bold American-style seafood dishes. Today, the chain boasts over 67 restaurants across Asia and the Middle East.
8. San Francisco Coffee
Despite its name, San Francisco Coffee was brewed right here in Malaysia. This vibrant café chain has been serving handcrafted coffee for nearly two decades across 29 outlets in the Klang Valley. The name? A clever nod to San Francisco’s rich coffee culture but make no mistake, your morning cup is proudly Malaysian.
9. Dutch Lady Milk
Despite the name, Dutch Lady is a household dairy brand in Malaysia with roots dating back to the 1950s. It’s part of FrieslandCampina, a Dutch cooperative but the Malaysian arm is deeply local, with its own production and distribution catering to Malaysian families for generations.
10. Shangri-La Hotels and Resorts
Often thought to be a Hong Kong brand, Shangri-La was actually founded by Robert Kuok, a Johor-born Malaysian billionaire. The first hotel opened in Singapore in 1971, and today, it’s a global symbol of luxury with locations spanning continents.
Sources: Instagram, TheSmartLocal
