For Marketers and Brand Strategists, this Linguistic Recognition Presents an Opportunity to Leverage Local Identity Globally
In a landmark move that underscores the growing influence of Malaysian and Singaporean culture on the global linguistic stage, the Oxford English Dictionary (OED) has welcomed 12 uniquely local words into its latest quarterly update.
These words, deeply embedded in the region’s identity, have no direct translation in other languages yet have found their way into English conversations worldwide.
According to the OED, words like nasi lemak, alamak, and tapau have become indispensable in bridging linguistic and cultural gaps.
Their adoption signals a recognition of Malaysia’s rich culinary heritage and expressive vernacular in the international lexicon.
This recognition couldn’t have come at a better time, as Malaysians gear up to celebrate Hari Raya Aidilfitri this weekend.
What better way to embrace our culture than to see our everyday language officially acknowledged on a global stage?
Food as a Cultural Ambassador
One of the most celebrated additions is nasi lemak, Malaysia’s iconic coconut rice dish, which has long been a staple on breakfast tables and a favourite among food enthusiasts globally.
Joining it are other culinary terms such as kaya (a sweet coconut jam), kaya toast (a popular breakfast item), fish head curry, steamboat, otak-otak (spiced fish cake), ketupat (a woven palm-leaf rice dumpling), and the ever-familiar half-boiled egg.
The inclusion of these food-related words reflects the undeniable impact of Malaysia’s gastronomy on international palates.
With Malaysian restaurants expanding globally and local delicacies gaining prominence in food tourism, it is no surprise that these terms have become part of the English-speaking world’s vocabulary.
Beyond Food: The Language of Everyday Life
Beyond culinary terms, words that encapsulate unique Malaysian and Singaporean expressions have also found their place in the OED.
The exclamation alamak—used to express emotions ranging from shock to dismay—perfectly captures the depth of Malaysian and Singaporean colloquialism.
Meanwhile, tapau, a Cantonese loanword meaning “to take away” or “pack up” food, has become indispensable in daily speech.
Adding a different flavour to the list is mat rempit, a term that describes daredevil illegal motorcycle racers notorious for their stunts and high-speed antics.
Perhaps the most intriguing inclusion is terror, which carries a dual meaning in Malaysian English—it can denote both something terrible and, paradoxically, something excellent depending on the context.
This fascinating linguistic contradiction highlights the fluidity and creativity of language in the region.
A Testament to Linguistic Evolution
The integration of these words into the OED signifies more than just their increasing usage—it is a nod to Malaysia’s vibrant cultural heritage and its influence on global communication.
As English continues to evolve, the incorporation of these words demonstrates how language is not confined by borders but is shaped by cultural exchange and real-world usage.
For marketers and brand strategists, this linguistic recognition presents an opportunity to leverage local identity on a global scale.
From food branding to tourism campaigns, the inclusion of Malaysian terms in the English lexicon provides a powerful tool for storytelling and cultural representation.
With the world embracing Malaysia’s unique expressions, one can only wonder—what’s next?
Will lepak, mamak, or syiok be next in line for linguistic immortality?
In any case, one thing is certain: Malaysia’s influence on the global stage is only getting stronger.
