In recent years, prices at Ramadan bazaars have been steadily climbing, particularly for items heavily hyped by vendors, sparking growing discontent among shoppers. The latest example comes from a local influencer who faced backlash online after promoting a RM10 doughnut topped with a slice of cheese.
A TikTok video posted by the entrepreneur showed the doughnut microwaved with a single slice of cheese and drizzled with caramel sauce—without any filling. The pricey creation prompted disbelief from social media users, with many questioning its value.
One Threads user said: “I understand that the cost of materials is increasing, but this makes me think twice. At a café, I could get a combo meal with a drink for RM10.” Another sarcastically suggested the doughnut should be sold for RM50 instead, while sharing the influencer’s surprised reaction to the criticism.
Even consumers from higher-income brackets were reportedly unlikely to buy it, according to other commenters. Netizens also noted that the RM10 price was higher than similar products from established brands.
“Please, everyone — don’t become enablers. You can get something similar from franchises for less than RM10,” one netizen warned. Another added, “Local vendors, especially well-known ones, mark up products to increase margins due to rising costs. People defend them, but this practice disrupts fair market pricing.”
Others criticised the influencer culture behind such products, saying, “They’re not selling food — they’re selling their name. Even if they sold rocks, fans would buy them.” Comments on the doughnut itself were equally scathing: “The pricing is utter nonsense. The doughnut looks cheap and dry.”
