MORE than 70 local and international brands have pledged their support for the Visit Malaysia Year 2026 (VMY2026) campaign, highlighting the critical role of the private sector in ensuring the success of the nationwide tourism initiative.
Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing said that private sector involvement is essential for the large-scale campaign and expressed hope that more local brands would come forward to collaborate with the government.
“The other day in Parliament, I mentioned Bask Bear is working with us. I thank them for their support in helping our country’s tourism sector. In this effort, we have many others joining in to promote Visit Malaysia Year 2026,” he said during a signing ceremony between Bask Bear Coffee & Toasties and Tourism Malaysia today.
He emphasised that the campaign should not be politicised, but rather serve as a shared platform to boost the nation’s economic growth, particularly in support of the B40 income group. “But most importantly, do not politicise this.
“We are not talking about race or religion; we are talking about the country’s economic development, especially to assist the B40. So, I hope all parties can cooperate,” he added.
Bask Bear Coffee & Toasties announced its support through a RM1.2 million sponsorship, expected to benefit 100,000 international and domestic tourists.
As part of the initiative, the company will provide 100,000 complimentary drinks under a ‘Buy 1 Free 1’ offer to attract international visitors to Malaysia.
Bryan Loo, Founder and CEO of Loob Holding Sdn Bhd, said the collaboration was especially fitting as Bask Bear’s mascot is inspired by the Malayan Sun Bear, which is also represented by the official VMY2026 mascots, Wira and Manja.
The strategic partnership between Bask Bear Coffee & Toasties and Tourism Malaysia is expected to positively impact the VMY2026 campaign, aligning with the government’s goal of attracting 47 million international visitors with a projected tourism expenditure of RM329 billion. - November 11, 2025
