Nabil Luqman

0f9d2dd4f71434084e2b6094de1865e23abb37bb9f28ca51feeabee679ec9be2

Social

apology

Adidas

support local

backlash

coffee

Save Palestine

boycott

ZUS Coffee

collab

oneoff

Amidst the escalating conflict between Israel and Palestine, Malaysians have taken a stand by boycotting brands associated with the United States and Israel. This movement gained momentum with the emergence of the #Blockout2024 campaign, resulting in international and local celebrities facing boycotts.
Read: <a href="https://myc.my/articles/3490/celebrities-and-influencers-are-getting-boycotted-thanks-to-the-latest-blockout2024-movement">Celebrities &amp; Influencers Are Getting &lsquo;Boycotted&rsquo; Thanks To The Latest #Blockout2024 Movement</a> Read: <a href="https://myc.my/articles/3494/msian-celebrities-voice-their-views-after-being-boycotted-thanks-to-blockout2024">M&rsquo;sian Celebrities Voice Their Views After Being &lsquo;Boycotted&rsquo; Thanks To #Blockout2024</a>
Thanks to the boycotts, many local brands seized the opportunity to enhance their visibility in the market and attract more customers. However, local brands were cautioned against associating themselves with public figures and collaborating with boycotted brands. Unfortunately, it appears that one popular Malaysian coffee chain missed this advice.
Earlier this week, ZUS Coffee excitedly teased their fans with the possibility of a giveaway collaboration with the renowned sports and lifestyle brand Adidas. Their post featured an IG Reel of them enjoying their beverage, served at a recent Adidas event. Regrettably, Adidas is among the global brands listed in the BDS boycott, sparking outrage among numerous netizens.
<img src="https://r2.myc.my/37284b2b94d86acc8604f3392b9c7ff0697b59c627985a273c89aea557a50e6f" />
ZUS Coffee Releases Apology Statement To Their Customers
<blockquote class="twitter-tweet">
We hear you, and we should have known better. <a href="https://t.co/Dlm9nhOSBG">pic.twitter.com/Dlm9nhOSBG</a>
&mdash; ZUS Coffee&reg; (@ZUSCoffee) <a href="https://twitter.com/ZUSCoffee/status/1790966018631954589?ref_src=twsrc%5Etfw">May 16, 2024</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Since sharing the content on their social media platforms, ZUS Coffee faced backlash for their apparent collaboration with a brand listed on the BDS boycott list. Calls to boycott the local coffee brand ensued. Consequently, the company swiftly removed the collaboration posts from their social media channels and released an official statement to clarify the situation.
"We hear you, and we should have known better," ZUS captioned their statement, expressing regret for the misunderstanding. They clarified that the promotion was intended to be a one-off activity and emphasized that the local brand would never knowingly associate itself with conflict, vehemently condemning any form of violence against humanity.
Mixed Reactions From Netizens On Different Platforms
At the time of writing, their X post has amassed an impressive 1.9 million views, while their Instagram post has garnered over 6,000 likes. Regrettably for ZUS, comments on their X platform were less forgiving, with netizens expressing their disapproval of the incident. Meanwhile, on Instagram, reactions were mixed, with some advising ZUS to avoid similar incidents in the future.
Here's some of the comments:
<blockquote class="twitter-tweet" data-conversation="none">
Its not a war, its a genocide. And we dont just condemn &ldquo;any act of violence&rdquo;, we condemn israel. Just say it. You are in malaysia what are you being neutral for???
&mdash; Juju (@arxxxxmand) <a href="https://twitter.com/arxxxxmand/status/1790983719790215343?ref_src=twsrc%5Etfw">May 16, 2024</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
To admin, just a gentle reminder. <a href="https://t.co/kjR0pcztQv">pic.twitter.com/kjR0pcztQv</a>
&mdash; zafran | takafulexpert | weddingtemplate (@zafranmustafa) <a href="https://twitter.com/zafranmustafa/status/1790987509272625354?ref_src=twsrc%5Etfw">May 16, 2024</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
How can you not be aware?the war has been ongoing for 8 months&hellip;This is a lame excuse
&mdash; MB ⚡️ &infin;/21M (@MalayBitcoiner) <a href="https://twitter.com/MalayBitcoiner/status/1790981755123662905?ref_src=twsrc%5Etfw">May 16, 2024</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
You got this much cust mostly due the boycott. You nak join starbucks ke?
&mdash; Khairul A. (@stargazedkhai) <a href="https://twitter.com/stargazedkhai/status/1791008687408247068?ref_src=twsrc%5Etfw">May 16, 2024</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none">
Takde one word pon Palestine dalam statement. Masih kekal neutral sebab taknak kene boikot kan? Faham.
&mdash; Januar Haikal (@Januarhaikal) <a href="https://twitter.com/Januarhaikal/status/1790969938993414533?ref_src=twsrc%5Etfw">May 16, 2024</a></blockquote>

<script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<img src="https://r2.myc.my/5ab5834350177255d4a6ad75d30604aae14ac986f11c7bfef822536a5d7b527c" />
So, will ZUS Coffee join the ranks of brands on the BDS boycott list? The outcome remains uncertain, but based on customer comments, rebuilding trust may prove challenging. Many customers emphasized that ZUS's appeal lies in its affordability and local identity. However, another misstep could jeopardize its standing, potentially leading to the same fate as boycotted brands. 
What are your thoughts on this? Let us know in the comments. 
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*Sources: Visual and Reference Credits to Social Media &amp; various cross-references for context.
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The local coffee chain says that they should have known better.

8b12842f0b9e89b4be489796897302f69ba09e99a21a73d61134b5594afbed92

ZUS Coffee Faces Backlash Following Collaboration With Adidas Amid Ongoing Boycott

ZUS Coffee Faces Backlash Following Collaboration With Adidas Amid Ongoing Boycott

The local coffee chain says that they should have known better.

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