How bazaar: big brands shake up Ramadan markets ‘but balance needed’

2026-03-05 - 01:43

Netizens were surprised to see big-brand franchises such as Zus Coffee and Mixue at Ramadan bazaars, which are meant to support small traders. (@ngomel Threads pics) PUTRAJAYA: When bazaar-goers spotted stalls from popular chains like Zus Coffee and Mixue at Ramadan bazaars this year, the reaction online was immediate. Some welcomed the arrival of familiar names selling drinks at about RM4 – often cheaper than similar beverages sold by small vendors. Others, however, worried that the presence of large chains could squeeze out the very traders these bazaars are meant to support. The debate reflects a broader shift taking place during Ramadan bazaars, which have traditionally served as a platform for small traders and home-based food entrepreneurs. According to Mohd Ikhwan Aziz, director of Universiti Malaysia Kelantan’s Institute for Small and Medium Enterprises, the growing presence of large brands marks a structural change in the bazaar ecosystem. “Bazaars were historically a space where micro traders could generate income during Ramadan,” he said. “But now we are seeing participation from bigger brands with stronger capital, marketing and operational capabilities.” Ikhwan likens the situation to a super league team playing in a village league. From the consumer’s perspective, he said, the participation of major chains could bring benefits such as competitive pricing, consistent quality, and better food-safety standards. However, for micro traders who rely heavily on seasonal Ramadan sales, the competition can feel uneven. Large companies typically have economies of scale, stronger financial backing and established marketing strategies – advantages that smaller vendors often struggle to match. At the same time, Ikhwan believes the shift reflects the realities of an increasingly competitive market. For micro traders, the presence of established brands can serve as a reminder of the importance of branding, pricing strategies, and effective customer engagement. “It can encourage small traders to improve how they package and market their products,” he said. Opinion is split over the presence of big brands at Ramadan markets, with consumers generally wanting a balance between variety and tradition. (Terence Toh @ FMT Lifestyle) To maintain fairness, Ikhwan suggests clearer guidelines for bazaar management, including pricing structures and better organisation of sales categories. He said hawkers’ associations, bazaar organisers, and local authorities should work together to coordinate participation so Ramadan bazaars remain accessible to small entrepreneurs. But what do customers think? Consumers themselves appear divided. Samiha Mohamed, 45, said franchise brands could still have a place at bazaars if local products remained the main focus and prices stayed reasonable. Such an approach, she said, could help reduce the gap between micro traders and large brands while preserving the bazaar’s traditional role as a space for small entrepreneurs. She also believes collaboration could be explored – for instance, micro traders could supply ingredients to or learn marketing strategies from established brands. “A collaborative model can create a win-win situation without sidelining the bazaar’s role as a platform for the people’s economy,” she said. Another customer, Lathifah Abdulah Hamid, said the appeal of Ramadan bazaars lies in the variety of food and products on sale. While big brands may draw crowds with familiar names and prices, she said small traders “have their own specialities” and still have something unique to offer. She concluded that the coexistence of large brands and small vendors could give consumers more choice, provided the balance that defines the tradition of Ramadan bazaars is not lost.