Malaysian influencers jazz up modest homes for clicks and income

KUALA LUMPUR – For many Malaysians, the words “low-cost public housing” conjure up images of shabby buildings, poorly maintained lifts and the lingering smell of trash thrown straight out the window. But a recent trend of influencers sharing stylish makeovers of tiny, affordable homes on social media has earned them followers and a steady income stream in the process.

On the outside, all is drab, with peeling paint on the walls marked with mould and permanent water spots. But inside is a haven done up English country style, in soft pale hues with wood accents.

This is the cosy nest that office assistant Ku Noorshahida Isa has made for her husband and three young children, in a two-bedroom flat purchased for RM80,000 some 11 years ago, in the suburbs of Selangor state about an hour’s drive from capital Kuala Lumpur.

Madam Ku Noorshahida, 37, began decorating the 560 sq ft low-cost housing unit soon after receiving the keys. What began as a hobby eventually became a way to promote products on her Instagram account, bringing in a modest sum to supplement the household income.

“I started my account three years ago, initially sharing recipes and then branching out into home-decorating tips, DIY projects and second-hand furniture finds,” she told The Straits Times.

She has not done any renovation work on her home, preferring instead to find good deals and unique items at thrift stores, such as second-hand furniture and vintage knick-knacks, in tune with her taste and budget.

Her Instagram account, with 41,300 followers, features reviews of household and lifestyle products such as fans, curtains and watches. She earns commissions from the products sold online, and fees for brand collaboration and product promotion, “which helps me pay the utility bills and for my children’s school necessities”.

Since it took off in the 1970s, Malaysia’s public housing system has aimed to provide people, in particular those in the lower-income group, with a place to live. The housing units range from 650 sq ft to 750 sq ft, with one to three bedrooms. However, the People’s Housing Programme (PPR) today is still often associated with dingy surroundings and bare facilities.

To be eligible for the low-cost units costing from around RM35,000 (S$10,500) – which can also be rented at RM124 a month – the applicant must be Malaysian, aged 18 years old and above, with a household income of below RM3,000, and have never owned property before.

But home owners like Madam Ku Noorshahida have turned their low-cost flats into upscale “mini-condos”, winning followers on social media and earning ringgit while showing off their makeovers and do-overs on Instagram, TikTok and Facebook. 

One popular social media personality, known as Syamimia, has been capturing views and dollars with aspirational posts of her small and soothing living space, in which a retro, cream-coloured Smeg-brand fridge takes pride of place.

Syamimia’s low-cost, high-style home has won her more than 900,000 followers on her TikTok account, 317,000 fans on one of her Instagram accounts, and over 50,000 followers on Facebook.

Viewers get a peek at Syamimia cooking, lounging and living well in her minimalist Scandinavian-style home presented in shades of white, from which she promotes various commission-generating products including collagen drinks and shower gels.

Another home owner active on social media is Madam Nurulhuda Abdullah, in her 50s, who lives in a low-cost flat in the Puchong area bordering Kuala Lumpur.

Her 680 sq ft, three-bedroom unit, which feels open and inviting, has gotten many likes for its clean, uncluttered Western decor.

“I hope my unit will be a showcase and inspiration for all. With just a bit of creativity and imagination, your home can be transformed. The possibilities are endless,” she told ST.

Madam Nurulhuda, who works in administrative support for an insurance company, bought her home in 2024 for RM35,000, after renting the unit for 17 years.

She then renovated the flat, using her retirement savings, merging two bathrooms into one and removing a dividing wall in the kitchen to create the illusion of more space. She said the renovations cost as much as the flat itself, but added that it was worth it.

“The renovation process took nearly a year, what with finding ideas from magazines, the internet and home exhibitions,” said Madam Nurulhuda, who goes by the Instagram handle nurulqueen_luvss. Her followers have grown to more than 3,000 since she posted videos of her tiny home in February.

She also enjoys sporadic earnings from promoting sales of household products on TikTok, where she is active as well, with 32,600 followers.

To be sure, proud home owners of affordable housing sharing their snazzy makeover and home decor tips online have struck a chord with thousands of social media users who have warmed to the idea of home as a welcoming and stylish sanctuary, no matter how humble.

There are currently few restrictions on renovations of public housing units by home owners, according to Associate Professor Muhammad Najib Razali, director (real estate) of the Faculty of Built Environment and Surveying at Universiti Teknologi Malaysia.

Home owners have more flexibility to renovate, though they must still obtain approval from the local authorities for major structural changes, he said. “But tenants of rental PPR units usually face strict limitations, with only minor modifications, such as paint jobs or temporary fixtures, being allowed,” he added.

For those looking to start their own home makeover journey and posting that on social media, Madam Ku Noorshahida suggests starting from scratch in order to win followers.

“Start from an empty home so people will follow you and wonder, ‘What will she do next?’ If you start from a beautiful home, people won’t be as interested,” she said.

• Hazlin Hassan is Malaysia correspondent at The Straits Times.

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