PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

This article examines the populism of Muhammad Sanusi Md. Nor and its implications for Malaysia’s political dynamics during the 2023 state elections. It pursues three objectives: first, to situate populism as a political strategy in Southeast Asian and Malaysian contexts; second, to conceptualize the Malay populist, or what may be described as a “classical Malay populist,” through an analysis of Sanusi’s political behavior; and third, to evaluate the impact of his strategies on electoral outcomes in Kedah and Penang. The study adopts a qualitative case study design, combining field observations during the 2023 campaign period in Sik, Gurun, and Seberang Perai with one in-depth interview and supplementary informal conversations with voters and party members across multiple parties. These primary data were triangulated with secondary materials and analyzed through discourse analysis, focusing on rhetorical, symbolic, and performative elements. The findings indicate that Sanusi’s populism, expressed through his anak kampung (rural son) persona, anti-elitist rhetoric, and symbolic gestures amplified by digital platforms such as TikTok, reshaped political narratives and alliances, enabling PN to achieve a historic victory in Kedah while strengthening its presence in Penang’s Malay-majority districts.