This paper examines the role that Malay social media influencers played during the pandemic in ensuring the relevance of Malay culture and stereotypes for Gen Z Malay audiences. During the pandemic, social media platforms saw a surge of users reconnecting with their roots through content relating to their culture and stereotypes.

Incorporating evidence from three interviews with prominent Malay influencers and a 15-person survey of Gen Z social media users, this study demonstrates that Malay influencers and their content are a common shared memory for these users to reconnect with their culture. The analysis shows that there is a heavy correlation of media memory with users, especially through the engagement of content that were once viral on the internet. This paper concludes that media, collective memory and Malay influencers play an important role in allowing Gen Z to reconnect with their culture.