The Mid-May 2023 seizure of rainbow-colored Swatch watches from the brand’s Pride Collection at most major shopping malls in Malaysia, including the regionally renowned Pavilion Kuala Lumpur, Queensbay Mall, and Mid Valley Megamall, struck many a Malaysian local as absurd. Following this crackdown, Malaysians flocked to comment sections on most major social media platforms with sarcastic, lighthearted memes and comments.