How celebrities capture the hearts of Malaysians through social media — Safra Liyana Sukiman and Nor Fatin Abdul Jabar

Malay Mail

07-05-2025

MAY 7 — In the era of digital connection, social media has evolved from a mere tool for communication into a stage where fans meet, laugh, cry and grow together. For Malaysians, this virtual space is where admiration turns into affection — where celebrities do not just perform, but participate in everyday life. Whether it is on Instagram, TikTok, Twitter or Facebook, these icons have mastered the art of turning screens into a bridge to the heart. But what exactly makes them so magnetic to Malaysian audiences?
1. Authenticity: Behind the glamour curtain
Malaysians have a keen eye and heart for authenticity. When celebrities share unfiltered glimpses of their personal lives, they become more than just famous faces; they become virtual friends. A heartfelt photo, a silly video, a candid confession — these moments resonate. Take Neelofa for instance, whose posts as a mother strike a chord with her audience, offering warmth and vulnerability that feels refreshingly real to the followers. By stripping away the polish and letting the human side shine through, celebrities earn not only just attention, but trust, loyalty, and love.
2. Engaging content and cultural relevance
Stars who embrace Malaysian culture in all its colourful diversity win the hearts of fans faster than a flash sale on Shopee. Posting festive greetings during Hari Raya, Deepavali or Chinese New Year is not just a good PR. It is personal. It says, 'I see you. I celebrate with you.' Datuk Seri Siti Nurhaliza is a master of this, often seen strengthening her ties with Malaysian heritage and followers by sharing heartwarming family moments during festive gatherings. Topple it with the mix of some local slang, a cheeky nasi lemak meme, or a TikTok skit dodging durians at the pasar malam, and just like that, a celebrity is not just famous, they are one of us.
When floods ravaged parts of Malaysia, figures like Khairul Aming and other celebrities stepped up using their social media to raise funds and deliver aid. — Picture by Sayuti Zainudin
3. Social causes and advocacy
In a world of kindness, celebrities who champion in charitable endeavours or environmental issues gain deeper kind of admiration. When floods ravaged parts of Malaysia, figures like Khairul Aming and other celebrities stepped up using their social media to raise funds and deliver aid. These acts are not forgotten. Malaysians deeply respect celebrities who go beyond selfies and sponsorships, showing empathy and leadership when it matters the most.
4. Interactivity and engagement
Gone are the golden days when celebrities lived behind velvet ropes. Now, they are going live, liking comments, replying to DMs, and reposting fans' art. This interactivity makes the fans feel seen and valued. Actress Mira Filzah, for instance, does this effortlessly by chatting about her daily life and responding to fans' curiosities. These exchanges turn admiration into attachment, forming a loyal digital village around her.
5. Humour: The shortcut to the soul
If there is one thing Malaysians love more than food, it is a good laugh. Celebrities who tap into our national sense of humour, win followers and fondness. From Douglas Lim's satirical takes to Ryan Bakery's hilarious school day mockery, laughter becomes a shared language. A well-timed joke about traffic jams or the never-ending rainy season? Instant relatability and virality.
6. Brand collaboration: Repping Malaysian in style
When celebrities partner with brands that speak to Malaysian identity, be it for halal cosmetics, batik fashion, or sambal snacks, they do more than the market. They reflect values, style and pride. Ayda Jebat's collaborations with beauty brands, for instance, do not just showcase the products. It showcases a Malaysian aesthetic, inspiring fans while staying rooted in local flair.
7. Behind-the-scenes access
There is something irresistible about backstage passes. Social media gives fans access to the effort behind the glitz — gritty rehearsals, blooper reels and raw emotions. Henry Golding, for example, shares both Hollywood moments and nostalgic snippets on his Malaysian upbringing. It is a duality that fans admire: global, yet grounded.
8. TikTok trends: Dancing into relevance
TikTok has become the playground of pop culture and Malaysian celebrities are playing along with gusto. Whether it is a dance challenge, a funny parody, or a trending soundbite, joining the fun keeps them youthful and in tune. Datuk Aliff Syukri's over-the-top antics may stir conversation, but they also rack up views — proof that personality and playfulness are still powerful.
9. Grace in crisis: The art of apology
Nobody is perfect, but Malaysians value those who own up, speak sincerely and rise from mistakes. A thoughtful apology, spoken in earnest, can turn criticism into compassion. Celebrities who address catastrophe controversies with grace, transparency and humility often emerge stronger, as their fan base is deepened by respect.
10. Celebrating Malaysian identity with pride
From donning traditional attire to promoting local food, celebrities who wear their Malaysian identity with pride evoke a shared sense of belonging. When Tan Sri Michelle Yeoh pays tribute to her roots on global platforms, Malaysians feel not just represented, but honoured. This sense of national pride resonates deeply, turning admiration into emotional kinship.
A celebrity's influence is not measured by likes alone, but by the bonds they build in this digital age. Through laughter, empathy, cultural fluency and genuine connection, celebrities in Malaysia are crafting relationships that go far beyond the screen. With every heartfelt post, relatable meme and meaningful interaction, they are not just collecting followers — they are winning hearts, one post at a time.
* This is the personal opinion of the writer or publication and does not necessarily represent the views of Malay Mail.