KUALA LUMPUR: A recent video of shirtless, muscled men strutting and posing with cleavers while selling durian at a stall in Kajang has turned up the heat on social media.
Posted with the tongue-in-cheek caption "Suddenly I feel like eating durian", the video of the antics at Durian Papa Muda has gone viral.
One person in the viral video is seen photographing a worker from all angles like fashion model.
If that was someone working for the establishment, perhaps that gimmick may not work out as planned, judging from some of the comments left on the video.
"If I see men like this, I lose my appetite", one commenter said.
"Where is your dignity?", another asked.
Regardless, others in the video could be seen ogling the men, though the majority seemed not to take notice, their admiring looks focused solely on the King of Fruits instead.
Malaysians, after all, take this fruit, and issues surrounding it, with the utmost seriousness, as it is emblematic of the country's rich and diverse natural heritage.
Durian Papa Muda, however, is not the first to employ such savvy marketing strategies.
It seems to be a uniquely Malaysian phenomenon, however.
In 2022, a man named Ashton Koh Jia You was seen promoting durian with his impressive physique in Kepong.
A year later, Ery Syarif in Terengganu gained traction online for doing the same, selling durian near the Kuala Terengganu drawbridge topless.