When Inclusivity Backfires — The US Pizza Lesson in Cultural Respect and Crisis Humility

By The Malketeer

In Malaysia, we like to believe multiculturalism is baked into our DNA — sambal next to kimchi next to chutney next to soy sauce, all on the same table.

But cultural celebration without cultural understanding?  That’s where even well-intentioned brands can tip from “Malaysia Truly Asia” into “Malaysia, what were we thinking?”

A new case in point: the US Pizza backlash.

The pizza chain’s new packaging — designed to celebrate Malaysian culture — sparked public outcry when it featured Lord Murugan, a sacred Hindu deity, alongside cartoon characters and pizza imagery.

In a multi-faith nation where, religious imagery carries deep spiritual weight, a disposable pizza box is the last place anyone expects to see a revered figure.

The backlash was swift, emotional, and — according to industry experts — justified.

“In a multi-faith society, we must assume that using a sacred image for a consumable commodity is likely to be insensitive – even reckless,” lambasted Prof Mohd Said Bani C. M. Din, President, PRCA Malaysia.

This wasn’t about “who was offended” — it was about what the gesture symbolised: a misreading of Malaysia’s sensitivities in the name of cultural inclusion.

Or worse, a belief that inclusivity can be designed without consultation.

Good Intentions Don’t Erase Harm

Brands often lean on the safety blanket of intent.

“But we meant well.”

“Our goal was to celebrate culture.”

Yet — as Mediha Mahmood, CEO of CMCF, reminds the industry:

“Awareness and consultation are what turn good intentions into genuine respect. Inclusivity without understanding can easily become insensitivity.”

This isn’t cancel culture. It’s accountability culture.

The Real Issue Wasn’t Just the Image — It Was the Context

Lord Murugan is central to Hindu devotion in Malaysia, especially among Tamil Hindus.

The same image — placed in a temple, on art, even in digital content — can be a source of pride.

On a pizza box destined for the dustbin — potentially containing non-vegetarian food and beef — it becomes a cultural flashpoint.

“A sacred image on disposable material that will be discarded as ordinary trash displays a complete disregard for the holiness of the deity,” argued Rishikumar Vadivelu, President of the Malaysia Hindhudharma Maamandram.

In other words — it wasn’t the illustration, but the context, purpose, and lifecycle of the packaging.

Good design is thoughtful. Great design understands context. Respectful design understands people.

When Apologies Aren’t a Debate

Crisis management rule #1 in Malaysia: when religion enters the frame, hesitation is not an option.

“If you step on a sacred toe, you don’t say ‘Oops, sorry you felt that way.’

You step back, correct your process, and show you’ve learned,” added Prof Mohd Said Bani.

Translation for brand managers: An apology is not a negotiation tactic.

We’ve Seen This Before And We’ll See It Again

Earlier this year, personal-care brand HYGR faced uproar over ads perceived as racially insensitive on the LRT. They apologised quickly, pulled the ad, and moved on.

Mistakes aren’t fatal. Stubbornness is.

Why This Keeps Happening

Malaysia’s creative ecosystem has a superpower: multicultural imagination.

But it also has a blind spot: assuming everyone will see celebration the same way.

We borrow symbols easily — Baju Melayu in fashion shoots, Hindu kolam motifs in retail décor, Chinese opera aesthetics in music videos.

Most times, we get it right. Sometimes, we trip.

Because cultural creation without cultural consultation becomes gamble marketing.

And in Malaysia, gambling at the altar of culture is a losing bet.

What Marketers Must Learn

Former Deputy Education Minister P. Kamalanathan nails it:

“As Malaysia is known for harmony among diverse faiths, businesses must adopt best practices that promote respect and preserve interfaith unity.”

Three simple rules for brands:

1. Consult before you create: If your campaign touches cultural or religious elements, bring community voices in early.
2. Context beats creativity: Right idea, wrong medium = wrong result.
3. Respond with humility, not defensiveness: Own mistakes. Correct them. Learn visibly.

This Is Bigger Than Pizza

This episode isn’t about one brand. It’s about modern Malaysia’s marketing maturity.

We champion diversity. We celebrate cultural richness. We weave tradition into pop culture.

But cultural fluency isn’t instinct.

It’s practice. It’s listening. It’s knowing when not to use something, not just when you can.

Respect isn’t old-fashioned. It’s future-proof.

And as our brands increasingly exist on the global stage, the Malaysian advantage isn’t clever campaigns — it’s our ability to market with heart, humility, and harmony.

In a world racing for cultural relatability, Malaysia doesn’t just need “brave” marketing.

We need wise marketing.

We don’t fear cultural fire. We just owe it the respect it deserves.

Because brand love in this country isn’t earned with bold statements — but with thoughtfulness, understanding, and grace.