Project Kesum: Feeding The Nation Or Framing The Narrative?
If there’s one thing that can unite every Malaysian regardless of race, religion or backgrounds it’s this: FOOD! Not one person can deny that Malaysians have a special place for food in their hearts (and stomachs) for anything edible. We don’t just eat to live, we Malaysians basically schedule the entire day around food. We’ll debate over which mamak makes the best teh tarik, fight over whether KL or Penang has the better char kuey teow, and yes, some of us have willingly sat in traffic for two hours just to drive to that one authentic nasi kandar spot.
But food is one thing, cheap food that also claims to be good? Now that is a headline-worthy affair. Because nothing gets Malaysians more hyped than a promise that sounds too good to be true: a decent meal for RM5 in 2025, when even ayam goreng sometimes costs that much by itself. And though this is a welcome initiative in the midst of inflation and economic struggles, many Malaysians were quick to realise this all felt too familiar. If you’re feeling a bit of déjà vu, you’re not imagining it. There was an RM5 menu introduced during the early days of the Madani government, back when Rafizi was still in the picture. So it does make you wonder, is this him trying to make a point now, or is it really just… you know, for good?
Affordable, Delicious… and Slightly Suspicious
Affordable meal initiatives aren’t new, and some people genuinely rely on them. But when programs keep appearing like seasonal sales (exciting for a week, then quietly fading), it’s hard not to notice a pattern. Malaysia has a habit of introducing something new or having hyped launches only for it to not stick around.
And because Kesum is now fronted by Rafizi, people can’t help reading into the story a little. No accusations. Just the usual Malaysian curiosity with a dash of skepticism. This hits harder than usual because a typical meal outside in the Klang Valley will easily cost anywhere between RM12-RM30. For students, gig workers, and office folks, that’s a noticeable chunk of their daily budget.
Now compare that to Kesum: a full meal for RM5 plus RM1.50 for a drink. Half the price, sometimes even a third of what you’d normally pay. Portion-wise? Slightly smaller or simpler, but still a full meal. And of course by now any Malaysian would be wondering “Okaylah, its cheap. But is it any good?” Well, we checked out their google reviews and people are already weighing in and it seems like the food is not half bad but not everything is perfect yet
Some diners reported 50-minute wait times for lunch, which makes sense given the low margins and high-volume model Kesum relies on. Operational kinks like cooking in batches and speeding up service are expected growing pains. But many Malaysians seem okay with waiting as they are happy to support a cause that actually feeds people without breaking the bank. Some reviews even rave about specific items, especially their nasi lemak, saying the portions were appropriate and the flavours surprisingly satisfying for just RM5. One customer noted that even with the wait, the friendly staff and careful presentation made the experience feel worth it.
This mix of praise and constructive critique shows why Malaysians are both impressed and cautious. People appreciate the effort even if the system isn’t perfect yet. At the same time, the familiar pattern is impossible to ignore: a low-cost meal initiative that launches with fanfare, generates buzz, and raises expectations, but still has yet to prove it can be sustained. The skepticism comes in naturally, as many watch closely to see if Kesum is truly about feeding people or a mere ploy in shaping a narrative.
Our Take
So, is Kesum a social project to serve affordable meals, or is it a social media project designed to create buzz about someone? The truth is probably somewhere in between. Over the next few months, we can watch Kesum unfold in real time. From how well it manages to serve affordable, quality meals, to how staff cope with long queues, to whether it genuinely reaches the people who need it most. Every plate, every rush hour, and every review shared online becomes part of an ongoing story we can observe, offering a glimpse into what makes such initiatives work beyond the initial hype.That is IF it does work. In other words, it’s more than just a cheap meal: Kesum is a live experiment in action, and Malaysians are both the audience and the participant.
