The present study analyzes interview and written data garnered from well‐trained Malaysian ESL professionals at university‐affiliated centers. The data is examined relative to Kirkpatrick's ‘lingua franca approach’ principles that presuppose the merit of studying English in the ASEAN context where ‘the native speaker is absent’ and ‘English is used as a lingua franca’. Identifying an (in) compatibility between Kirkpatrick's principles and the reality (e.g., Malaysian Ministry of Education's reference to ‘Standard British English’ as a model), the study tentatively suggests modified principles to the teaching of English in non‐mainstream ESL classes that take into account local (un)official language policies/practices, international students' socioeconomical reasons for studying in Malaysia and Malaysian teachers' professionalism and challenges. The study concludes with pedagogical and research implications.