THE “Malu Apa Bossku” slogan and hashtag took social media by storm last month when it was launched by former prime minister Najib Razak in his campaign for Barisan Nasional in the Cameron Highlands by-election.

It continues to appear on social media timelines in reference to Najib, by both supporters and detractors to praise or deride the country’s sixth prime minister, who faces 42 charges of criminal wrongdoing related to stolen 1Malaysia Development Bhd funds.

Whether mentioned in praise or scorn, the slogan has successfully made the disgraced leader more popular among the youth, particularly the Malays with a penchant for motorcycles, as Najib’s social media team had hoped.

In local biker circles, “Malu apa bossku” (My boss, what is there to be ashamed of) is a friendly greeting, said biker and eatery owner Mohd Nor Kharoni Khamisan, or Ron Khamisan to his friends.

It was Kharoni’s video taken with Najib who visited his eatery, Lepaking in Jalan Gombak, early last month, that went viral and turned the biker slang into a public relations coup for the former prime minister.

“The slang is used by bikers to call out to one another,” Kharoni told The Malaysian Insight.

“‘Malu apa’ came from a biker friend who liked to come here (his eatery) to lepak (hang out) but had no money. 

“He could only afford to spend about RM5. When he was teased about it, he said: ‘what’s there to be ashamed off, boss?’

“From then on, we (the biker crowd) have been saying it. This just happened about six months ago.

“It means that when you do something honestly, there’s no need to be embarrassed. In this case, it means that even if you only have a little money to spend, it’s OK,” Kharoni said.

Kharoni posted the video with Najib on January 11 on his Facebook page, where he thanked the former prime minister for visiting the outlet which comprises several food stalls around an open courtyard, and for hanging out with his patrons.

He said Najib’s visit had helped to boost sales.

In the video, Kharoni and Najib say the phrase together.

Besides more customers at his eatery, which is popular among bikers, Kharoni is earning extra cash from printing and selling the “Malu Apa Bossku” t-shirt, which feature Najib astride a Yamaha Y15ZR, a model popular with the youth.

By January 22, he had sold 1,000 t-shirts at RM49 each.

The slogan has been equally popular on social media, being regularly hashtagged by Najib and his supporters.  

Sources from his social media team say it is a way for Najib, who is the Pekan MP and the Pekan Umno division chief,  to remain in the public eye without involving Umno or Barisan Nasional.

The slogan is also helping Najib’s appeal to the youth, even though he is in no position to attempt a comeback while facing criminal charges.

Pakatan Harapan leaders and supporters have not missed the chance to make jokes about the PR stunt..

Economic Affairs Minister and PKR deputy president Azmin Ali recently poked fun at the slogan, saying “Bossku” (My boss) was actually “Pencuriku” (my thief).

Amanah’s Khairuddin Abu Hassan, meanwhile, said the slogan should read, “Tolonglah Malu Bossku” (Please have some shame, boss) – February 17, 2019.