Because not all Chinese are rich. Some of us buy sneakers from Cash Converters or even Tesco. My dad buys from Pasar Malam. Saw it few times.

It's always a misconception that the Chinese are wealthy and can buy luxury or expensive items or buy from 'classier' shops.

But then again Al Ikhsan's sales target was mainly Malays (nothing wrong with that) as that's quite a sizeable portion of the market. 2ndly, you also don't see much targeted advertising for non-Malays from Al-Ikhsan.. well at least i didn't see it on the media offline/online.

It's the name of the shop.

If i open a sneaker shop called 'Muthuu Lingum', i'm pretty sure you know what the target audience would be.