Movie 'Dear You' sparks political poster war ahead of Johor election

The unexpected hit Chinese film "Dear You" is now a central element in Malaysia's political landscape, driving a creative campaign war ahead of the Johor state election on July 11. The movie, which has garnered at least RM15 million at the box office to become the top-grossing Chinese-language film in Malaysia this year, has inspired political parties to leverage its emotional resonance to win over Chinese voters.

Prime Minister Anwar Ibrahim’s Pakatan Harapan (PH) coalition initiated the trend with a full-page advertisement in the Sin Chew Daily. The ad featured a grandmother writing a heartfelt letter to her granddaughter, urging her to return to Johor to vote. This appeal targets Johorean voters working in Singapore and Kuala Lumpur, who are seen as crucial for PH's electoral success, especially after a low voter turnout in the 2022 state election due to COVID-19 travel restrictions.

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Dear child, please come home on July 11 to visit me and cast your sacred ballot. Malaysia is heading towards a brighter future. I hope you will hold Grandma’s hand as we walk that path together. Love, Ah Ma.

In response, the Barisan Nasional (BN) coalition's supporter group, Kuso Alliance, launched a spoof poster. Their version humorously warned that voting for the Democratic Action Party (DAP), a key PH component, might mean the grandmother would no longer have her favorite Teochew salted pork to eat. This jab references a controversy surrounding the PH-led Selangor government's directive to close pig farms.

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If you vote wrongly for the DAP, Ah Ma will no longer have Teochew salted pork to eat. Love, Ah Ma.

A third "Dear You"-themed poster emerged from Parti Bersama Malaysia (Bersama), a new party led by former economy minister Rafizi Ramli. This poster depicted a granddaughter shedding tears, implying pressure to vote for PH, and suggested that with Bersama, voters could smile instead. This reflects some supporters' dissatisfaction with PH's alleged fear-mongering tactics regarding the potential impact of voting for BN.

Despite the "poster wars," some Johorean voters expressed indifference to the film-linked political messaging, with one voter stating she had already decided to vote before the campaigns began. The election's outcome in Johor, where voter turnout has historically been high but dipped significantly in 2022, remains a key focus for the participating coalitions.

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Now, we smile when we vote instead of shedding tears.