In the statement, ZUS Coffee clarified that they did not collaborate with the sportswear brand, asserting that it was an "one-off activity" with the brand in question.
"We heard your concerns about our participation at a recent sports-fashion event. This was a one-off activity, where we were signed up to sell our coffee for the enjoyment of fellow Malaysians.
"The giveaway was also a one-off activity. We wish to make clear that it was not a collaboration. Nevertheless, we hear you, and we should have known better," it said.
"As a home-grown Malaysian brand, we hold ourselves to the highest levels of integrity. ZUS Coffee will never knowingly associate ourselves with war and unequivocally condemns any acts of violence against humanity.
Sadly for the coffee chain, not everyone is forgiving. Those on Instagram were more understanding and advised ZUS Coffee to ensure that the same mistake would not happen again. Unfortunately, those on Twitter aren’t willing to let it slide just yet.
While it’s unlikely ZUS Coffee will be added to the BDS boycott list, there’s no guarantee that this damage control is enough to regain their customers’ trust.
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