At a time when more than half of Malaysian adults are living with overweight or obesity, Novo Nordisk Malaysia today launched “Sayang, Kan?”, a nationwide public awareness campaign calling for a more compassionate, science-based approach to how obesity is understood and addressed in Malaysia.
Built around a phrase deeply familiar to Malaysians, Sayang, Kan? invites reflection on a simple question many of us hear every day, if we truly care, are we choosing care? In the context of health, the campaign encourages Malaysians to seek medical advice and support not as a last resort, but as an intentional act of self-care, grounded in science and dignity.
“In Malaysia, obesity is still too often reduced to willpower, discipline or appearance. ‘Sayang, Kan?’ is about shifting that mindset. Obesity is a chronic disease influenced by biology and is closely linked to cardiovascular health. Managing it means understanding drivers such as food noise and focusing on improving overall health including reducing fat in areas that impact cardiovascular risk, not just chasing a lower number on the scale. As part of our Life, Made LighterTM commitment, we want to empower people to speak with their doctors, seek appropriate treatment, and feel confident in taking proactive steps towards better health and quality of life.”, said Dr. Praful Chakkarwar, General Manager, Novo Nordisk Pharma (Malaysia) Sdn. Bhd.
For many people living with obesity, one of the most misunderstood challenges is food noise, a constant and involuntary preoccupation with food driven by biological signals in the brain rather than lack of discipline. This persistent hunger signalling can make repeated weight-loss attempts extremely difficult, often leading to weight regain without medical support.
Beyond weight loss itself, healthcare professionals emphasise that where weight is lost matters. Excess fat around the abdomen and internal organs is strongly linked to diabetes, heart disease and other non-communicable diseases, even when individuals may appear similar on the outside.
These realities resonate deeply with people living with obesity. Ili Sulaiman, who shared her lived experience at the launch, spoke about the self-blame and misunderstandings surrounding food and weight, and how learning more about food noise helped her better understand her own journey.
“As a chef, food has always been a big part of my life. But after being diagnosed with a heart condition and managing PCOS (now called PMOS), I became much more conscious about my eating habits,” said Ili Sulaiman. “I started becoming very hard on myself. Over time, I realised that food noise is biological, and that I wasn’t simply failing. Sayang, kan? We’re often so hard on ourselves when sometimes, we just need better understanding and support. I’ve learned that seeking help isn’t something to be ashamed of, it’s a way of caring for ourselves.”
The event reinforced the importance of early, evidence‑based intervention. Dr. Reynu Rajan, Consultant Upper Gastrointestinal Surgeon, highlighted that health outcomes depend not just on weight loss, but on losing weight at the right places. “From a clinical perspective, health risks are driven largely by excess fat around vital organs, not just total body weight. It is important to lose excess fat, and not muscle during this weight loss journey. We should look beyond the numbers on a weighing scale during management of obesity” said Dr. Reynu Rajan. “When care starts early and focuses on reducing harmful visceral fat whether through lifestyle support, medical treatment or surgery we see far better long‑term outcomes. This is about improving health and quality of life, not cosmetic weight loss.”
From a national health perspective, creating an environment where people feel safe to seek care early is critical. Dr. Noraryana Hassan, Director of the Non-Communicable Disease (NCD) Division, Ministry of Health, highlighted the role of respectful, science-led conversations. “When people feel blamed or misunderstood, they delay care,” said Dr. Noraryana Hassan. “Understanding concepts such as food noise and recognising obesity as a chronic disease helps remove stigma. When conversations are grounded in science and compassion, Malaysians are more likely to come forward earlier, which is essential in addressing non-communicable diseases.”
Dr. Sivarajan Ramasamy, Public Health Medicine Specialist and Head of the Cardiorenal Metabolic Control Sector, Disease Control Division, Ministry of Health, emphasised the importance of integrated prevention and care efforts. “Obesity is a key driver of many cardiometabolic conditions, including diabetes, heart disease and kidney complications. Addressing it effectively requires a coordinated, whole-of-system approach that brings together early detection, clinical management and sustained public awareness. Campaigns like ‘Sayang, Kan?’ play an important role in encouraging Malaysians to seek care earlier and to view obesity through a health lens rather than stigma.”
Dato’ Dr. Noor Lita Adam, Consultant Endocrinologist and Deputy Head of the Endocrine Subspeciality, Ministry of Health Malaysia, also highlighted the importance of understanding obesity beyond willpower alone. “Obesity is not simply a matter of personal discipline or choice. From an endocrine perspective, it involves complex biological and metabolic processes that can affect appetite regulation, energy balance, and long-term health,” said Dato’ Dr. Noor Lita Adam. “That is why earlier recognition matters. When obesity is understood and addressed earlier, we have a better opportunity to reduce long-term health risks and support healthier outcomes in a way that is more sustainable and medically meaningful.”
Through Sayang, Kan?, Novo Nordisk Malaysia aims to normalise informed, compassionate conversations between people living with obesity and healthcare professionals, and to shift focus away from appearance-driven narratives toward health, biology and long-term well-being.
As Malaysia continues to grapple with rising obesity rates, Sayang, Kan? serves as a reminder that caring for one’s health should never be accompanied by fear or shame and that sometimes, choosing care begins with understanding the body better, and asking ourselves a familiar question: sayang, kan?
