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KUALA LUMPUR \u2013 \u201cOh, is he a politician?\u201d<\/p>\n
It sounds like an innocent question, but a customer at a cafe launched by Rafizi Ramli had no idea who he was when told he was the person behind Kesum<\/span><\/a>.<\/p>\n Rafizi is one of Malaysia\u2019s most prominent political figures. A former economy minister, he is also a long-time reformist and leader of the newly<\/span><\/a> <\/span><\/a>revamped Parti Bersama Malaysia<\/span><\/a>. Yet outside politically engaged circles, it appears not everyone knows who he is.<\/p>\n Contrast that with Syed Saddiq Syed Abdul Rahman<\/span><\/a>, the MP for Muar. The same customer, when asked whether she knew Syed Saddiq, said yes, adding that she liked him and actress Bella Astillah together because \u201cthey are such a sweet couple\u201d.<\/p>\n Love him or hate him, Syed Saddiq, a former youth and sports minister, has become one of Malaysia\u2019s most recognisable politicians, not just because of his political career but because of his celebrity status.<\/p>\n In Malaysia, some political figures are attaining celebrity-like status on social media, a useful way for them to boost their profile and messaging with the General Election due by early 2028 and state polls coming up<\/span><\/a> for Johor on July 11 and for Negeri Sembilan on Aug 1. But analysts say the jury is out on how much a strong social media profile translates into votes.<\/p>\n Syed Saddiq, founder of the youth-based Malaysian United Democratic Alliance (MUDA), has become a fixture not only in political discussions but also celebrity gossip columns, thanks in large part to his widely publicised relationship with Bella.<\/p>\n When he and Bella began appearing together in promotional campaigns and social media posts, a nickname was coined: BASS, short for Bella Astillah and Syed Saddiq.<\/p>\n Giant billboards featured the couple for commercial campaigns, while fans dissected their public appearances. On March 28, a live broadcast of their engagement ceremony<\/span><\/a> generated nearly 130 million views across Astro\u2019s platforms.<\/p>\n