The Chinese actress is set to receive a datukship from Melaka for her contributions to the tourism of the state. Is this the emotional equivalent of a popiah party?

Fan Bingbing promoting Melaka in July last year

In an era when a selfie can launch a thousand tourist buses, the state of Melaka has proven itself to be quite a visionary. Malaysian media outlets have reported that, this Sunday, mainland Chinese actress Fan Bingbing (范冰冰) will be rewarded with a datuk title for all her paid hard work she did as the tourism ambassador for the negeri. Not bad for a part-time nyonya. In this enlightened age, happily shelved are traditional, dusty criteria for national honors—the lifelong public service, the quiet philanthropy, the tireless work in education, art, or science. Today, it is datukship for the digitally divine. Malaysia’s most prestigious titles, it seems, can be earned not through more late nights than a pontianak, but through expertly-managed social media campaigns.

Malaysia has jubilantly bestowed titles on celebrities for years. This famously included national treasure Michelle Yeoh (杨紫琼, Yang Ziqiong) of Ipoh, thrice, and foreigners such as Jackie Chan (成龙, Chen Long) in 2015 from the Yang di-Pertuan Agong on the occasion of Federal Territories Day. In fact, Melaka itself had, in 2006, honoured a non-native: Shah Rukh Khan, reportedly for his contributions to the film industry and for promoting tourism in the state. Recognising homegrown heroes who achieve global fame and bring glory to the Malaysian name is rational. The conferment of a datukship upon an icon such as Michelle Yeoh was a thank you to a woman who had courageously traded up her life at the altar of her own craft, eventually earning that golden statue for it. A tangible monument to love of country.

Rumours of Ms Fan receiving a title as easily as a neighbour’s Wifi began circulated last month. Back then, the speculation was that she would be made a ‘Datuk Wira (hero)’. The public, it seems, still clung to the antiquated notion that a hero is someone who saves a person from a flooded kampong (village), not a star who makes that person want to visit a historical site, and buy a fridge magnet. In a last-minute rewrite, Ms Fan will be receiving the Datuk Kehormat title, which translates to Honorary Datuk. The rationale provided is a stunningly simple equation: Fan Bingbing’s ambassadorship led to a surge in tourist numbers and billions of impressions on WeChat. The state invested in a celebrity, and the celebrity delivered the goods. It’s a pragmatic, transactional model of honour, a level of speed and competence that simply cannot go unrewarded. A symbol of earned respect has become a performance bonus. Hail the ROI.

The old guard might call it a degradation of the title, but the new will simply considered it clever marketing. Of course, the whole thing is cloaked with the grandiosity of an official title. It’s not just a thank you note; it’s getting to be called a datuk. Whether that would bring any value in China or on whichever red carpet Fan Bingbing traipses is unclear. In theory, it signifies profound and lasting contributions to the bestowing nation. But in a world where an influencer can be an ambassador, and a tax-scandal-ridden star can be an honoree, perhaps we should update the definition. A datuk is no longer just a person of distinction. They might also be an exceptionally effective marketer, a living billboard for the state, or simply someone with enough followers to make a kerajaan (government) take notice. Should Singapore award Taylor Swift with the Cultural Medallion?

Photos: fanbingbing/Facebook