Malaysia’s influencer scene in 2025 has transformed into a thriving hub where digital creators drive culture, spark conversations, and shape consumer lifestyles. These personalities blend storytelling and entrepreneurship, turning their platforms into powerful voices that resonate deeply with audiences craving authenticity.
They embody local humour, values, and aspirations, connecting brands and communities through engaging, meaningful content. This generation of creators represents the evolving face of Malaysian digital culture—creative, influential, and undeniably impactful.
Table of Contents
Key Takeaways
- Malaysian influencers are actively shaping digital culture, not simply participating in it.
- Authenticity and local relevance are key to building strong audience connections.
- Brand-influencer collaborations now include live selling, co-creation, and long-term partnerships.
- Malaysian influencers in 2025 are shaping culture through food, fashion, humour, health, and creativity—each bringing authenticity, expertise, and strong audience connection.
What Makes Them Malaysian Influencers?
In Malaysia’s fast-moving digital space, being an influencer isn’t just about having a large following—it’s about relevance, relatability, and real engagement. What sets them apart is their ability to connect with audiences through local culture, deliver authentic storytelling, and possess a strong sense of identity that feels instantly familiar to their audience.
Here’s what truly defines an influencer in the Malaysian context:
- Authentic Voice
Audiences value creators who speak honestly and stay true to their personalities without over-polishing every post.
- Consistent Content Flow
Posting regularly with a clear content direction helps build trust and retain engagement.
- Cultural Fluency
Using local slang, celebrating traditions, and responding to current events creates stronger community ties.
- Engagement over Numbers
High interaction rates like comments, shares, and conversations—often matter more than follower counts.
- Niche Expertise
Whether it’s street food, skincare, comedy, or tech, having a focused area of influence helps creators grow loyal audiences.
- Relatability
Creators who show the ups and downs of real life often connect better with Malaysian followers.
- Platform Mastery
Those who understand how to maximise features on TikTok, Instagram Reels, or YouTube Shorts tend to stand out in crowded spaces.
How Do Brands in Malaysia Collaborate with Influencers?
Brands in Malaysia are tapping into influencer partnerships that go beyond visibility—these collaborations are designed to drive real engagement and measurable results.
| Collaboration Method | Description |
| Sponsored Posts Content | Paid posts on TikTok, Instagram, or YouTube featuring products or services. |
| Live Selling & TikTok Shop | Influencers host live sessions to showcase and sell directly via TikTok Shop. |
| Brand Ambassadorships | Long-term partnerships where influencers represent the brand across campaigns. |
| Event Appearances | Influencers attend or host product launches, media previews, or activations. |
| Co-Branded Products | Limited-edition items or collections co-created with influencers. |
| Affiliate Campaigns | Influencers earn commissions through trackable links or discount codes. |
| CSR & Educational Content | Creators support brand-led causes or share awareness content with purpose. |
Want to dive deeper into how influencer collaborations can elevate your brand? Explore our guide on influencer marketing for brand growth and discover strategies that drive actual results.
9 Local Malaysian Influencers to Watch in 2025
Here are the top influencers in Malaysia to look out for:
1. Khairul Aming
TikTok account: @khairulaming
Number of followers: 6.2m
Specialty: Food
Highlight: 30 Hari 30 Resepi series
Khairul Aming is a leading Malaysian food creator known for his viral “30 Hari 30 Resepi” series and the success of his Sambal Nyet brand, combining content with impactful entrepreneurship.
2. Sofea Shra
TikTok account: @sfeashraa
Number of followers: 867.6k
Specialty: Fashion & Beauty
Highlight: Digital Creator (Beauty & Fashion) Tergempak award at the Gempak Most Wanted Awards 2024
Sofea Shra is a rising Malaysian beauty and fashion influencer known for her creative makeup looks, strong online presence, and collaborations with leading brands.
3. Azfar Heri
TikTok account: @azfarheri
Number of followers: 1.4m
Specialty: Comedic skits & personal branding
Highlight: Nyala scented candle
Azfar Heri is a top content creator known for his humorous lifestyle videos, creative skits, and strong connection with a young digital audience.
4. Jason Chen
TikTok account: @scaredtodie
Number of followers: 657.7k
Specialty: Food review
Highlight: Top 10 Asia’s list of the Top 10 Most Engaging Food Reviewers in Malaysia
Jason Chen brings sharp, no-filter food reviews to Malaysian social media. His honest takes stir conversation, divide opinions, and keep followers hooked for his next bite-sized verdict.
5. Pinn Yang
TikTok account: @scaredtodie
Number of followers: 657.7k
Specialty: Food review
Highlight: CEO of Good Foodie Media
Pinn Yang blends business savvy with street-level charm—co-founding Good Foodie Media while creating TikTok videos that spotlight everyday Malaysians, surprise giveaways, and genuine moments that keep his community growing.
6. Hanif Loid
TikTok account: @hanifloid
Number of followers: 753.7k
Specialty: Fitness
Highlight: HYROX Champion
Hanif Loid turns grit into content—documenting his HYROX wins, intense workouts, and everyday training through sharp edits and focused discipline that fuels Malaysia’s fitness crowd.
7. Sofyank
TikTok account: @sofyank96
Number of followers: 3.2m
Specialty: VFX production
Highlight: Winning the Ultimate VFX Challenge in Los Angeles by Zach King
Sofyank crafts cinematic illusions that feel Hollywood-grade—his VFX collaborations with stars like Paul Rudd and Tom Cruise, along with his win at the Ultimate VFX Challenge, have cemented him as Malaysia’s visual wizard on the global stage.
8. Zhi Ling Nutrition
Instagram account: @zhiling_nutrition
Number of followers: 209k
Specialty: Nutritions & Diets
Highlight: Debunking common health myths
Zhiling makes nutrition feel doable—breaking down wellness myths, decoding food labels, and sharing realistic tips that fit seamlessly into the Malaysian lifestyle.
9. Dr. Malar
TikTok account: @drmalarss
Number of followers: 625.3k
Specialty: Nutritions & Diets
Highlight: Medical education
Dr Malar speaks medicine in a simple way that people can understand—balancing humour, empathy, and clarity to turn health education into everyday conversation you actually listen to.
Conclusion
Looking ahead, Malaysia’s influencer landscape feels promising, dynamic, and full of potential. These creators each embody different ambitions, yet collectively reflect the pulse of a generation deeply immersed in digital culture.
Their stories indicate where Malaysians are heading next—into conversations, decisions, and actions shaped significantly by the content they consume. As they continue to progress, brands, communities, and followers will closely follow their lead, marking them as the faces to keep track of in 2025.
Looking to elevate your brand’s presence online? Newnormz digital marketing agency can help you craft impactful social media campaigns and connect with the right influencers to spark genuine engagement. Let’s build something your audience will remember. Reach out to Newnormz and start your next standout campaign.
