The Malaysia Fashion Modelling Pageant Association (MFMPA) recently paid a courtesy call to the Malaysia External Trade Development Corporation (Matrade) headquarters to discuss strategic collaboration aimed at promoting Malaysia’s heritage, culture, tourism, fashion and business exchanges globally in conjunction with the Visit Malaysia 2026 campaign.
Led by its president Dr Jason Hee Jee Pin, secretary Datin Sue, treasurer Joanne Lam and committee members, the MFMPA delegation engaged in fruitful discussion with Matrade chief executive officer Abu Bakar Yusof and Matrade officials.
The meeting explored opportunities for strategic collaboration between MFMPA and Matrade to promote Malaysia’s heritage, culture, tourism, fashion and international business exchange initiatives.
The session focused specifically on developing the Malaysia International Heritage, Culture, Tourism & Business Exchange 2026, a global programme by MFMPA scheduled for December 2026 that is anticipated to attract international delegates, including from China and ASEAN countries to Malaysia.
During the discussion, Matrade highlighted several recommendations to strengthen the programme’s international impact and economic value. These included the expansion of the programme beyond cultural exchange to include international trade promotion, business networking and Business-to-Business (B2B) matching opportunities for Malaysian, Chinese and ASEAN companies.
Matrade also encouraged MFMPA to identify and establish collaboration with a suitable counterpart organisation in Luoyang, China, to facilitate stronger bilateral cooperation and delegate participation. The six-day, five-night programme was acknowledged as an appropriate duration for international delegates.
To enhance international appeal, the programme will feature a comprehensive showcase of Malaysia’s heritage and creative industries through concerts, fashion presentations, traditional costume showcases, cultural performances and tourism experiences, alongside business networking activities.
Recognising the importance of cross-sector collaboration, Matrade further advised MFMPA to work closely with the Malaysian Investment Development Authority (Mida), relevant business facilitation platforms, industry associations and professional organisations to strengthen trade engagement and investment opportunities throughout the programme.
The discussion also highlighted the importance of engaging the Embassy of China in Malaysia and strategic partners from China to support delegate mobilisation, international cooperation and potential sponsorship, recognising the significant participation expected from Chinese organisations and businesses.
Dr Jason Hee expressed deep appreciation to Matrade for their warm reception and invaluable guidance following the strategic meeting.
“The recommendations shared today will significantly strengthen our vision of transforming the Malaysia International Heritage, Culture, Tourism & Business Exchange 2026 into a world-class platform that not only celebrates cultural diversity but also creates meaningful opportunities for trade, investment, tourism and international collaboration between Malaysia, China and ASEAN,” he said.
Hee added that the programme aims to become one of Malaysia’s signature international platforms supporting Visit Malaysia 2026, showcasing the nation’s rich heritage, creative industries, tourism destinations and business potential to the global community.
MFMPA looks forward to working closely with Matrade, government agencies, industry partners and international organisations to establish Malaysia as a premier destination for heritage, culture, tourism, fashion, trade and business, further strengthening Malaysia’s international presence and supporting sustainable economic growth through global collaboration.
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