Culture and Privilege in Capitalist Asia - Jurusan Antropologi ...

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The contribution of a Japanese firm to
the cultural construction of the new rich
in Malaysia
Wendy A.Smith
INTRODUCTION
Over the two decades before the currency crisis of late 1997, Malaysia experienced
rapid industrialisation and increased prosperity. This was achieved through the
implementation of the New Economic Policy (NEP) of 1971—90, and particularly
through Prime Minister Mahathir’s successful repositioning of the economy from
an agricultural to a manufacturing orientation, relying on high levels of foreign
investment, especially from Japan. These factors were effectively combined under
Mahathir’s Look East Policy (LEP) of 1981, which gave even more emphasis to
the importance of Japan in Malaysia’s economic development, and enhanced the
NEP in its decisive role in shaping the social and cultural character of Malaysia’s
new rich. Principally through its ‘social engineering’ strategy favouring the Malays
(bumiputera), the NEP fostered the creation of a large new middle class and waged
working class, both of whom constitute Malaysia’s ‘new rich’. 1 In part, this process
centred on high levels of Japanese investment which created many positions for
professional managers, technicians and process workers in the new factories. The
transplant of Japanese work ethics and systems of management, with associated
training and exchange programmes, also influenced people’s mentalities and life
strategies. Finally, the predominance of Japanese consumer goods had great
impact in the sphere of consumption and lifestyles (Smith 1994b).
In this chapter I will focus on the cultural construction of new rich Malays. In
Malaysia’s multi-ethnic society–comprising the indigenous Malay majority and
ethnic Chinese and Indians of immigrant ancestry–industrialisation has had its
greatest effect on the Malay population, particularly on those of peasant origin.
They have experienced substantial increases in income; especially those who
entered the growing urban middle class or the urban proletariat through
opportunities generated by the NEP. While the Malay new rich share an increasing
preoccupation with the status attributes and lifestyles of global consumerism, other
important factors particular to the Malays, such as fundamentalist Islam, also
contribute to their social identity and consciousness.
The expansion of the Malay new middle class was aided by the active support
and participation of existing members of the Chinese and Indian middle class. 2 In