Shah alam: The Shah Alam Convention Centre (SACC) has officially been rebranded as the Selangor International Trade Centre (SITC), as part of the development plan for SA Sentral in Section 14, which is set to drive the transformation and rejuvenation of Shah Alam city centre.

According to BERNAMA News Agency, the Selangor State Development Corporation (PKNS), in a statement, said the rebranding marked the evolution of the convention centre from an event venue into a more dynamic, competitive and future-oriented trade and business hub.

Through SITC, PKNS aims to establish an integrated platform that brings together entrepreneurs, industry players and the business community within a single ecosystem, while providing opportunities for strategic networking, cross-border collaboration, commercial innovation and investment.

As a key trade platform in Selangor, SITC aims to connect local businesses with regional and international markets, thereby supporting economic growth and strengthening Selangor's position as a business and investment destination.

The strategic position of SITC within the SA Sentral development is further strengthened by its role as part of an urban ecosystem that integrates business, commercial, social and community components in the heart of Shah Alam.

In line with efforts to rejuvenate the city centre, PKNS is also planning to rebrand several commercial assets and other components, particularly in Section 14. Each component will be given its own identity, character and function to create a stronger, more cohesive and complementary SA Sentral brand.

It said the transformation of SACC into SITC is expected to strengthen SA Sentral's position as a new landmark in Shah Alam, while enhancing its appeal as a destination for business, trade, investment and community activities.

The rebranding of SITC also reflects PKNS' vision to maximise the potential of its strategic assets and strengthen the role of Shah Alam and Selangor in the regional and international trade landscape, it added.