Raya 2027 Is Coming: What Poplook's Playbook Shows About Influencer Planning and Spend

If you're planning Raya 2027, Poplook is the brand to study. Modest fashion is one of Malaysia's most competitive online categories, and Poplook is one of its best-known labels: it calls itself “The Modest Fashion Label”, sells online and through malls across Malaysia, and files its accounts with SSM. That makes it a rare case where we can put a brand's public creator activity next to its filed revenue. We counted every creator who tagged Poplook on Instagram over 30 days, reviewed its TikTok and Meta ads, and priced the activity at our creators' asking rates.

1. Poplook at a glance

Activity covers 18 September to 17 October 2026. Revenue and profit are from Poplook Sdn Bhd's SSM filings.

2. The business behind the content

Poplook's revenue rose from RM17.3M to RM33.0M between FY2021 and FY2023 (+90%), and profit before tax rose from RM0.4M to RM4.5M. FY2023 is the latest year with accounts on public record. For 2024 to 2026 we assume 10% growth a year, reflecting new mall stores such as Setia City Mall (January 2026) and IOI Mall Damansara (October 2026), which gives an estimated RM43.9M in 2026.

3. Who posts: a micro-creator engine

In 30 days, 34 individual creators tagged Poplook in 45 Instagram posts, with about 808,000 followers between them. Most posted once, which points to a rolling programme of new creators each month rather than a few big names.

The creators are mostly hijab-wearing fashion, lifestyle and mum creators. Several have discount codes in their bios and keep a dedicated “Poplook” Story highlight, a sign of ongoing ambassador relationships. Posts in this window centred on The Linen Edit, the Wellness Club athleisure capsule and a Watsons x Poplook “Love Pouch” blind box.

4. Raya is where the money goes

A 30-day window in October understates Poplook's creator spend, because its biggest push comes before Hari Raya. Its most-watched TikToks are all Raya: the Betawi Kurung (1.3M views, Raya 2023), ironless Raya pieces (603K) and headscarves (437K). And one celebrity creator has come back every year.

Around that anchor, a wave of creators posted Poplook's Raya 2026 collection between mid-January and mid-March, while Poplook filmed its own try-on series with Camilla Faris:

The lesson: a returning anchor creator gives the season a recognisable face, and a wave of smaller creators gives it reach. Raya 2027 falls around 10 March, so the planning window opens in early January.

Your Raya 2027 countdown, based on Poplook's Raya 2026

Raya 2026 fell around 20 March. Poplook's first creator posts went up about nine weeks earlier, the main wave ran through February, and its celebrity anchor posted about 12 days before Raya. Mapped onto Raya 2027 (around 10 March), the calendar looks like this:

Raya dates are approximate and depend on the sighting of the new moon. Poplook dates are TikTok post dates for Raya 2026.

5. TikTok: every day, one collection at a time

Poplook posted 52 TikToks on 29 of the 30 days. Median views were about 1,500, but 11 videos passed 10,000 views; their captions match Poplook's Meta ad copy, which suggests the best performers are boosted.

Captions lead with fabric and collection names, not size or discounts. Lighter staff content (an intern testing Merdeka songs) fills the gaps between launches.

6. Paid social: about 30 ads, all tied to a collection

Meta's Ad Library showed about 30 active Poplook ads in Malaysia in mid-October 2026, almost all short vertical videos. Each ad is labelled with a named collection (Wellness Club, The Linen Edit, Fresh Rotation, Workwear Rotation, Chic Lineup), and new creatives went live almost every week. Malls also ran co-op ads for new Poplook stores.

7. What this creator activity is worth

Public posts don't show which were paid, gifted or organic. So we priced the activity at the asking rates creators list in the SushiVid database, the same figures as our influencer marketing cost guide (Instagram Reel + Story, by follower band).

SushiVid estimates at our rates for similar creators, before negotiation. They do not indicate what Poplook paid. The agency fee is 25% of the total budget (so creator fees are 75%); SST, production, boosting, events and the Raya season are excluded. Accounts under 1,000 followers counted as unpaid.

Creators who posted several times are more likely on one package than paid per post, so the first row is the more realistic one. Either way, creator fees are a small share of revenue; paid ads, retail collaborations and production almost certainly cost more.

8. The benchmark: what your revenue supports

Taking Poplook at its estimated RM43.9M in 2026, we scaled its monthly activity to other revenue levels to give modest fashion brands a starting benchmark:

Scaled in proportion to Poplook's October 2026 activity at its estimated 2026 revenue of RM43.9M. Creator fees at SushiVid rates for similar creators; agency fee 25% of the total budget.

Rule of thumb: a modest fashion brand at RM40M a year is matching Poplook if it runs about 31 creators a month (about RM31,000 a month including a 25% agency fee, roughly 0.9% of revenue), about 27 live ads, and a dedicated Raya wave on top. A RM20M brand should plan for about half of that.

What this means for modest fashion brands

1. Lean on micro creators. Half of Poplook's creators sit at 10K–50K followers. They are affordable enough to run every month and big enough to be seen.
2. Budget for Raya separately. Plan a January–March wave with one returning anchor creator and a group of smaller creators, on top of the monthly programme.
3. Keep the same faces. A creator who returns every season builds recognition that one-off posts can't.
4. Post every day, launch one collection at a time. Named capsules give every post, ad and creator brief a single story.
5. Boost the winners. Put paid spend behind the videos and creator posts that are already working. See our ad boosting service.
6. Measure against revenue. Around 1% of revenue on creators including agency fees, plus paid social and Raya, is where an established modest fashion label sits.

For broader benchmarks, see our State of Influencer Marketing in Malaysia 2026 and the influencer marketing cost guide. The creator list behind this report is on our data page.

Methodology

• Revenue: Poplook Sdn Bhd (201101044907), SSM e-Info three-year financial comparison (FY2021–FY2023), printed 18 October 2026. FY2023 is the latest year with published accounts.
• Revenue estimate: 10% growth a year from FY2023 to 2026 (RM36.3M, RM39.9M, RM43.9M), reflecting new mall stores. Our assumption, not a filed figure.
• Instagram: every post in the “tagged” tab of @poplook from 18 September to 17 October 2026. Brand, mall and retail accounts excluded from creator counts. Tiers: nano under 10K, micro 10K–50K, mid-tier 50K–100K, macro 100K+.
• TikTok: all posts on @poplookshop in the same window (dates from video IDs, Malaysia time; views as of 18 October 2026), plus TikTok search for Poplook creator posts back to January 2024.
• Meta ads: Meta Ad Library, Malaysia, active ads, keyword search, mid-October 2026 (counts approximate, ±20%).
• Value estimates: SushiVid asking rates for similar creators (IG Reel + Story) by follower band, plus an assumed 25% agency fee as a share of the total budget. These do not indicate what Poplook paid.
• Limitations: public data only. Instagram counts include only photo-tagged posts, not caption mentions or Stories. We cannot tell which posts were sponsored. The 30-day window falls outside the Raya season.

You're welcome to cite this report. Please credit “SushiVid, Modest Fashion Influencer Marketing in Malaysia 2026” and link to this page.

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