Tourism Malaysia, Foodie Media Sign MoU To Boost VM 2026-2027 Promotion

PETALING JAYA, Aug 24 (Bernama) -- Tourism Malaysia today signed a Memorandum of Understanding (MoU) with Foodie Media Bhd to strengthen the promotion of Malaysia's tourism products and experiences in conjunction with Visit Malaysia 2026-2027 (VM 2026-2027).

The collaboration, implemented through Foodie Media subsidiary Good Foodie Media Sdn Bhd (GFM), will combine expertise in destination marketing and digital content production to promote Malaysia's culinary heritage, cultural attractions and lifestyle to domestic and international audiences.

Tourism Malaysia Deputy Director-General (Promotion) Mohd Akbal Setia said GFM would support the production of VM 2026-2027 digital content, provide on-the-ground media coverage of Tourism Malaysia events and extend the campaign's reach through its digital platforms.

"The collaboration is aimed at promoting Malaysia as a tourism destination, particularly its gastronomy and food, while also highlighting our culture, people and tourism events," he told reporters after the MoU signing ceremony here today.

The MoU was signed by Mohd Akbal on behalf of Tourism Malaysia, while GFM was represented by Foodie Media Bhd chief executive officer Nicholas Lim Pinn Yang.

Mohd Akbal said Foodie Media's extensive digital reach with more than 50 millions followers could help drive Malaysia towards its overall target of attracting 47 million visitors under VM 2026-2027 by extending the promotion to a wider audience.

"We know that Foodie Media has a very large reach, not only in Malaysia but also in Indonesia, Singapore, Brunei and other Southeast Asian countries," he said.

Foodie Media currently operates 45 lifestyle brands with a combined following of more than 50 million across various digital platforms, including popular portals such as KL Foodie, Penang Foodie, Halal Foodie, Da Ma Chi Huo and Malaysia Homie.

Mohd Akbal said social media platforms were increasingly important in Tourism Malaysia's efforts to engage younger audiences, who rely heavily on digital content for travel information and inspiration.

"If we do not use platforms capable of reaching millions of people, it would not be the right approach. Therefore, we are using these platforms to reach more people, and the cost may also not be too high," he said.

Meanwhile, Pinn Yang, a well-known social media personality, said promoting Malaysia's attractive destinations had been a key mission of the company since its establishment in 2016.

"This collaboration with Tourism Malaysia enables us to showcase even more of the country's uniqueness to followers who are constantly looking for ideas for their next holiday," he said.

-- BERNAMA