Not Rendang

Insight When something culturally important is misunderstood, people take it personally. Food is a big part of national identity, and Malaysians are quick to defend it. Strategy When the MasterChef UK controversy erupted over a judge saying chicken rendang should be “crispy,” the internet exploded with debate. Instead of staying silent, KFC joined the conversation in real time. By responding quickly to the cultural moment, the brand could connect with Malaysians who were passionately defending their cuisine.