Kuala lumpur: 'ITAM: A Sun Bear Story', Malaysia's first feature-length wildlife documentary, is set to hit cinemas nationwide on July 23, 2026, marking a significant milestone for both the local film industry and wildlife conservation. The documentary, co-presented by Tourism Malaysia and independent production company Brainchild Pictures, chronicles the rehabilitation and eventual release into the wild of a rescued Malayan Sun Bear named 'Itam'.
According to BERNAMA News Agency, the launch was marked by a Gala Premiere and Media Conference of 'ITAM: A Sun Bear Story' held last night, which was attended by Tourism Malaysia Director-General Mohd Amirul Rizal Abdul Rahim. Met by reporters after the screening, Mohd Amirul said the initiative is intended not only to promote the documentary locally and internationally but also to cultivate greater civic awareness and a stronger sense of responsibility among tourists to help preserve the country's natural attractions. "Through this documentary, we want to educate everyone about the importance of protecting our planet. We are the ones causing the damage...no one else. It all begins with our own actions," he said.
He added that Tourism Malaysia would continue to support initiatives showcasing the country's other iconic wildlife, including sea turtles and orangutans, to help ensure their conservation while promoting them as sustainable nature-based tourism attractions. Meanwhile, Tourism Malaysia in a statement today said that the production represents the first Malaysian feature documentary to be released simultaneously in three languages, namely Bahasa Malaysia, English, and Mandarin. 'It marks a significant milestone as the first Malaysian feature documentary to be released simultaneously in Bahasa Malaysia, English, and Mandarin,' read the statement.
To maintain a unified emotional depth across the three versions, renowned TV personality and host Baki Zainal was brought in to narrate all linguistic editions. Filmed across the pristine rainforests of Sabah, the documentary showcases prominent eco-tourism sites, including the Bornean Sun Bear Conservation Centre (BSBCC) in Sepilok and the Tabin Wildlife Reserve.
The Malayan Sun Bear, which is the smallest bear species globally, serves as a significant symbol of the nation's natural heritage and has been selected as the official mascot, via characters named 'Wira' and 'Manja', for the Visit Malaysia 2026 (VM2026) campaign. Tourism Malaysia noted that the promotional push for the documentary aligns seamlessly with the current upward trajectory of the national tourism sector, which saw international visitor arrivals grow by 11.2 per cent to 42.2 million in 2025.
The positive growth momentum has extended into this year, with the country recording 17.5 million visitor arrivals from January to May 2026, representing a 3.4 per cent growth compared to the 16.9 million arrivals recorded during the corresponding period last year. 'In line with the VM2026 campaign, 'ITAM: A Sun Bear Story' is set to further strengthen Malaysia's global reputation as a premium destination where visitors can experience not only breathtaking landscapes and a rich cultural heritage, but also globally significant conservation work,' said Tourism Malaysia.