Responding to A+M\u2019s request for comment, UNIQLO\u00a0Malaysia said: \u201cWe have taken note of the feedback shared by members of the creative community and are aware of the comments regarding our recent UTme! designs. UNIQLO has always valued creativity and collaboration. We take all feedback seriously and are carefully looking into this matter internally together with our partners.\u201d<\/b><\/p>\n
UNIQLO is well known for its collaborative approach to the UTme! graphic tee line, which regularly features both global and local creatives. In Malaysia, the brand currently offers collections with Monchhichi, Star Wars, Minecraft, Disney\u2019s Mickey Mouse, and Peanuts. Last year, it partnered with local design studio Bunga dan Bintang, founded by Malaysian illustrator Kirin Sharom, whose hand-drawn designs celebrated local food and cultural icons through a line of shirts and tote bags. Beyond Malaysia, UNIQLO’s wider UT range has showcased works by Japanese artist Yu Nagaba, as well as pop art legends such as Andy Warhol, Keith Haring, and Jean-Michel Basquiat.<\/p>\n
Don’t miss:\u00a0UNIQLO leans into Oriental Kopi hype with latest collab<\/a><\/b><\/p>\n Posts about the issue on Threads and Reddit.<\/p>\n Public criticism and sentiments<\/b><\/p>\n Based on findings by media intelligence company DATAXET\u00a0Nama Malaysia, the overall sentiment towards the collaboration between the two brands was overwhelmingly negative at 70%, with the rest being 20% positive and 10% neutral. Of the public comments, some key themes which emerged are about the AI-generated flaws and poor quality of the artwork (40%), neglect of local artists and perceived cheapness (22%), unappealing designs and reluctant advertising (15%), while 10% justified AI\u00a0adoption as a legitimate efficiency tool.\u00a0<\/p>\n Dataxet Nama also found that engagement peaked dramatically on 17 October with 4,543 interactions, coinciding with the product launch and media coverage. This surge reflects intense initial interest, fueled by publicity and controversy over the AI-generated designs.\u00a0Engagement remained notably high on 18 October (1,828), indicating ongoing discussions and reactions from consumers and artists alike.<\/p>\n Courtesy of DATAXET\u00a0Nama Malaysia\u00a0<\/p>\n Meanwhile, media intelligence firm CARMA\u00a0found that sentiments were mixed with some saying that ultimately companies will use AI to save time and money, will others said that the use of AI signalled that anyone could generate these designs at home, causing the UT collections to lose their limited-edition appeal.<\/p>\n The backlash erupted shortly after launch, as Malaysia\u2019s creative community took to Threads and Reddit to point out flaws in the artwork. On r\/malaysia, users criticised the use of \u201cAI slop,\u201d noting that either brand could have hired a local designer. Redditor @Big_Vermicelli9954 highlighted issues like a misaligned banana leaf on the nasi lemak, a prawn with a missing head, and butter merging into kaya on toast. Some debated that UNIQLO might continue using AI art if it cuts costs. \u201cI\u2019m cool with the UT T-shirts as they\u2019ve got plenty of cool designs, but using AI artwork for an established brand like UNIQLO, especially for the UT line, looks like an uncool move to me,\u201d wrote @Randomus-08.<\/p>\n On Threads, artist and toy designer Michael Chuah (@michaelchuah) criticised the brands, with his post gaining 1.4K likes and 500 shares. \u201cWhy use AI-generated images? Oriental Kopi can\u2019t afford to hire an illustrator for the project? This is a disappointment,\u201d he wrote. Another illustrator recreated the designs in hours to show how easily similar visuals could be made manually, while a user shared a ChatGPT prompt for prawn noodles resembling Oriental Kopi\u2019s version. Chuah\u2019s post also sparked debate about distinguishing poor AI visuals from real illustrations.<\/p>\n Illustrator Douglas Chin (@douglas._.chin) invited artists to spot glitches, with @chilicandy noting single-coconut trees and others flagging merged butter slices and a disappearing spoon under the cendol bowl. Another creative, @thecalmreset.studio, pointed to the yellow tint and overly smooth lines as signs of AI, while @beithoven added, \u201ceven if it was created with AI, someone should be tasked with touching it up, but obviously, they don\u2019t bother.\u201d User @irvandytan said: \u201cIf it\u2019s real, it\u2019s kind of humiliating for UNIQLO to collab with AI-generated graphics without taking a closer look\u2026 I don\u2019t know if I want to spend money on AI-generated stuff like this, even if it looks cute and iconic.\u201d<\/p>\n Alleged signs of AI-generation pointed out by Threads and Reddit users.<\/p>\n Industry reactions<\/b><\/p>\n Brand practitioners have said that the UNIQLO\u00a0x Oriental Kopi controversy reflects a broader tension between efficiency and authenticity as brands experiment with AI in creative production. While they acknowledge the technology\u2019s growing presence in marketing, they caution that human oversight remains essential to preserve craftsmanship and credibility.<\/p>\n Former DIA Brands managing director Sutapa Bhattacharya noted that while AI is becoming increasingly popular amid cost and time pressures, it should remain a tool, not a replacement for human creativity. \u201cAI is but a tool to help the process,\u201d she said. \u201cWe still need the human role in ensuring that authenticity and quality are not compromised. We also need to ensure that when we do use AI, we do it well.\u201d<\/p>\n Echoing this, former AirAsia brands co. CEO Rudy Khaw emphasised that attention to detail and brand governance must not be neglected. \u201cAttention to detail is a dying art and habit,\u201d he said. \u201cThe brand needs to ensure that its teams across the project put care and consideration into such details. It should be the collective responsibility of everyone across the production line to check and call out anything that may seem amiss.\u201d He added that brands should begin enforcing AI governance frameworks, setting clear rules around what\u2019s acceptable when integrating AI into creative output.<\/p>\n Khaw also cautioned that while AI can accelerate workflows, its misuse risks producing \u201cmediocre or lacklustre work.\u201d He urged brands to see AI as a means to push creativity forward, not merely to cut costs.<\/p>\n Consumers today can spot AI-generated work from a mile away.<\/p>\n<\/blockquote>\n \u201cAI is a great tool and companion in creativity, but there\u2019s much in the human soul, intuition and mindset that AI cannot replicate. Humans should always put on that final glaze and wipe off any drips that aren\u2019t meant to be part of the plating,”\u00a0he added.\u00a0<\/p>\n Accelerate your brand\u2019s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at\u00a0Digital Marketing Asia 2025 Malaysia<\/a>\u00a0on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.<\/b><\/p>\n Related articles:\u00a0<\/p>\n
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