As part of Malaysia’s broader efforts towards digitalisation, MyBorderPass app reflected the government’s commitment to improving the immigration clearance system and addressing the growing demands of international travel. However, its rollout sparked public reactions, with concerns ranging from technical issues to inclusivity challenges. Minister Datuk Seri Saifuddin Nasution Ismail emphasized the trial period as an opportunity to refine the app based on feedback and ensure quick responses to any issues.
Could this innovative app reshape the travel experience at KLIA and set a new benchmark for digital immigration processes?
Timeline Of Public Reaction
The rollout of MyBorderPass application captured public attention in early January 2025, generating over 100,000 engagements within the week.
Peak Engagement: 18 December 2024
Public interest peaked on 4 January 2025, when MyBorderPass recorded a total of 52,690 interactions in a single day. The surge was driven by widespread media coverage from outlets like Astro Awani, Berita Harian, and The Star. Public curiosity centred on the app’s QR code functionality, while concerns over technical glitches, travel details inaccuracies, and data security also gained traction.
Post-Peak Decline
As media coverage subsided, engagement levels naturally declined, reflecting a shift towards niche conversations among tech enthusiasts, frequent travellers, and critics. The diminishing public spotlight revealed the mixed reception of this digital initiative.
Engagement Platforms
Discussions about MyBorderPass spanned various social media and online platforms:
TikTok (41.5%)
Instagram (34.4%)
Facebook (23.2%)
YouTube (0.7%)
Online Media & Forums (0.2%)
TikTok and Instagram dominated discussions about MyBorderPass, indicating strong engagement with younger audiences, while Facebook reached older demographics.
Word Cloud Analysis: Key Themes in Public Sentiment
A word cloud analysis revealed mixed reactions to the MyBorderPass rollout, with predominantly negative sentiment.
Key terms included:
“Apps,” “myjpj,” and “many”: Highlighted frustration over the perceived redundancy of introducing another government app.
“Download,” “cannot use,” and “manual”: Pointed to technical challenges and ongoing reliance on traditional immigration processes.
“Scam” and “takut” (fear): Emphasised public scepticism about data security and potential misuse.
“Kids” and “old”: Reflected concerns about inclusivity, particularly for less tech-savvy users.
“Bagus” (good), “fast,” and “clear”: Indicated optimism for smoother and more efficient immigration once technical issues were resolved.
Social Sentiment: Key Topics Driving Discussions
Sentiment analysis revealed a predominantly negative reaction, with 90% of comments expressing dissatisfaction. Only 10% of comments reflected optimism about the app’s potential benefits.
Key topics included:
Too Many Apps (30%)
Many netizens criticised the redundancy of introducing another government app, questioning its necessity given the existence of platforms like MyJPJ and MyDigitalID.
Technical & Data Security Issues (25%)
Users raised concerns over app malfunctions, failures of the QR code system in peak hours, autogate failures, and fears of data breaches during the verification process, reflecting a lack of trust in the system’s reliability.
Government Criticism (20%)
Critics accused the government of inefficiency and alleged cronyism in the app’s development, further fuelling public scepticism.
Concern for Non-Tech Savvy Users (15%)
The app’s reliance on digital literacy raised concerns about its accessibility for older travellers and those less familiar with mobile technology.
Support for the Implementation (5%)
A minority expressed optimism, believing that MyBorderPass could significantly improve immigration efficiency once initial issues were resolved.
Unlock Actionable Insights with Dataxet’s DXT360 Platform
As Malaysia progresses with the MyBorderPass app, it is evident that digital transformation is crucial for enhancing public services and addressing the growing demands of international travel. For business owners and brand managers, understanding how innovations such as this impact customer perception and the wider market is essential. Crisis management and brand insights play a pivotal role in navigating these changes. Harness the power of real-time insights with Dataxet’s DXT360 platform, providing you with actionable data to drive informed decisions and stay ahead of the curve. Discover more about DXT360 here.
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