As Ramadan continues, Malaysia embraces a time of reflection, community and tradition. Bazaars come to life, families gather for iftar and sahur and social media fills with moments of inspiration.  

Brands also engage with the season, sharing messages of togetherness and generosity. Yet beyond these familiar sights, Ramadan is deeply personal – shaped by individual values, daily routines and evolving consumer needs.

For businesses, approaching this time with cultural awareness and genuine understanding is essential to building meaningful connections.  

Objective

Our latest BoltChatAI research explores how Malaysian consumers experience Ramadan, uncovering shifts in shopping habits, social media engagement and brand expectations during this meaningful time.  

Beyond the transactional, it delves into the emotional and cultural significance of Ramadan, highlighting what truly resonates with consumers during this sacred month. 

Audience & Methodology

We engaged individuals across Malaysia, aged 18 to 45, who actively celebrate the holy month, ensuring insights that reflect real behaviours, motivations and purchasing decisions made during this time. 

Ramadan and Social Media: A Shift in Engagement

During Ramadan, digital consumption patterns see a noticeable transformation. Many consumers turn to social media not just for entertainment but for inspiration, education and connection. 

Platforms such as TikTok, Instagram and Reddit become increasingly popular as users seek Ramadan-related content. Cooking videos gain traction, helping individuals plan sahur and iftar meals.

Religious talks, Quran recitations and motivational messages provide spiritual enrichment. Meanwhile, light-hearted entertainment, such as viral food trends and comedic sketches, offers a welcome distraction during fasting hours. 

At the same time, some consciously reduce social media use prioritising on prayer, family time and self-improvement.

This nuanced behaviour presents an opportunity for brands to create content that aligns with the values of Ramadan – offering both meaningful engagement and moments of joy. 

Authenticity and Cultural Sensitivity

Consumers expect brands to acknowledge Ramadan in a way that feels genuine and respectful. Campaigns that centre on themes of family, charity and forgiveness tend to resonate deeply, with heartfelt storytelling leaving a lasting impression. 

Promotional strategies also play a key role. Limited-time Ramadan offers, family meal deals and value-driven discounts attract attention, while acts of corporate social responsibility, such as donations to local charities, strengthen brand loyalty. 

Beyond promotions, ethical business practices matter. Consumers appreciate brands that maintain fair pricing throughout Ramadan, avoiding exploitative price hikes despite increased demand. 

Balancing Tradition and Exploration

While many consumers remain loyal to familiar brands for staple Ramadan items like dates and traditional foods, there is also a willingness to explore new options.

Attractive promotions, innovative product offerings and ethical business practices influence purchasing decisions. 

Ramadan essentials extend beyond food, with clothing, home décor and self-care products also featuring prominently in shopping lists.

For many, these purchases are tied to preparing for Eid celebrations, reinforcing the month’s dual significance – both spiritual and celebratory. 

Meaningful Engagement Over Marketing Noise

Rather than simply targeting consumers with generic Ramadan promotions, these insights suggest that brands that thoughtfully align their strategies with the cultural and spiritual significance of Ramadan by providing relevant content.

Engaging respectfully and giving back to the community are more likely to create lasting positive relationships with their audience during this important time. 

If you’re eager to dive into the full report, you can access it here! Interested in learning more about BoltChatAI? Just click the ‘Book a Demo’ button in the top right to get started!