When a TikTok video showing a can of Gold Coin sweetened creamer with Hebrew writing went viral, it sparked an online uproar — and a wave of boycott calls.
Many Malaysians, unaware of the product’s export context, assumed that Fraser & Neave Holdings Bhd (F&N) had entered the Israeli market.
Clarifying the Confusion
In a swift response, F&N released a public statement explaining that the cans in question were not meant for Israel but for the Palestinian market.
According to the company, the Gold Coin condensed milk was produced specifically for export to Food Collection Co., a customer based in Ramallah City, Palestine.
The inclusion of English, Arabic, and Hebrew on the label was a compliance requirement to meet local market regulations — a multilingual standard across territories in that region.
“F&NHB does not have any business transactions or dealings with Israel,” the company clarified.
“We remain fully committed to respecting local sensitivities and the sentiments of our consumers as we stand in solidarity with those advocating for peace and justice.”
When Misperception Goes Viral
The TikTok clip that triggered the uproar featured a man holding up a Gold Coin can, claiming it had been sent to “negara laknatullah” — a phrase some use to refer to Israel.
While he never named the country directly, the insinuation was enough to ignite a storm of emotion online.
Within hours, the video was reshared thousands of times across platforms, with some users calling for a boycott of Gold Coin and F&N products.
Brand Responsiveness in the Age of Outrage
F&N’s quick and transparent clarification has been widely seen as a textbook example of crisis communication in the age of virality.
The company not only denied any ties to Israel but also thanked the public for raising the matter — a subtle, respectful move that helped diffuse tension while reinforcing its values.
In today’s digital climate, where misinformation spreads faster than facts, such swift and factual engagement is critical.
Brands operating across multiple markets must anticipate linguistic and cultural nuances that may trigger misinterpretations when content or packaging is viewed out of context.
How Sensitivity Shapes Trust
Anticipate regional sensitivities.
Export markets often require multilingual labelling. However, global compliance can sometimes clash with domestic perceptions. Proactive communication before issues arise — such as clearly labelling export-only SKUs on packaging or websites — can help prevent misunderstandings.
Respond with empathy, not defensiveness.
F&N’s tone struck the right balance: acknowledging public sentiment while calmly correcting misinformation. In emotionally charged situations, a defensive stance can backfire.
Leverage transparency as brand equity.
In a region where consumer activism is often tied to moral and religious identity, a brand’s integrity is its greatest asset. Transparency in sourcing, partners, and trade channels not only manages crises but builds long-term trust.
In a world where every can, label, and logo can become a viral flashpoint, F&N’s handling of the Gold Coin episode is a reminder that clarity is the new currency of trust.
