KUALA LUMPUR, Oct. 9 -- What began as a football meme celebrating Indonesia's victory in a regional tournament has turned into a social media controversy for Indonesian men's grooming brand Kahf, sparking boycott calls in Malaysia and drawing celebrities into the debate.

The brand has since deleted the post and apologised, but the backlash has continued, with the dispute spilling beyond football into questions of national pride, respect and how brands engage with their audiences online.

Here's what you need to know about the Kahf controversy.

How it began

The controversy began after Indonesia defeated Thailand on penalties to win the inaugural Fifa Asean Cup on October 5.

Following the victory, Kahf's official Threads account, @kahfe...