Kuala lumpur: Tourism Malaysia has teamed up with Duopharma Biotech Bhd through the Flavettes Merdeka 2026 campaign to promote Visit Malaysia 2026 (VM2026) by highlighting the country's health, cultural, and heritage elements.
According to BERNAMA News Agency, Tourism Malaysia director (Package Development) Zuraini Abdul Ghani stated that the public-private collaboration, involving Kapten Batik and Watsons Malaysia, reflected a shared commitment to showcasing Malaysia's identity to locals and international tourists while promoting greater appreciation for the country's culture and heritage. She emphasized the role of local brands in supporting the tourism sector while encouraging a healthy lifestyle among consumers.
"We are committed to promoting Malaysia's unique identity to Malaysians. At the same time, appreciation for our culture and heritage must begin among Malaysians themselves. We are pleased to be part of this campaign, which combines three important elements - health, culture, and Malaysian identity, in line with efforts to support VM2026," she said at the launch of the Flavettes Merdeka 2026 Campaign at Saloma Kuala Lumpur, MaTiC, Jalan Ampang.
Also present were Duopharma Biotech group chief executive officer Wan Amir-Jeffery Wan Abdul Majid and chief commercial officer Noor Aida Jaafar, Watsons Malaysia trade director Foo Hwei Jiek, and Kapten Batik directors and co-founders Farhan Omar and Ekram Faiz. Zuraini mentioned that Tourism Malaysia welcomed collaborations with local brands, particularly those related to wellbeing, to enhance the tourism experience while supporting VM2026 promotion.
"When tourists visit Malaysia, we want to showcase local brands together with local communities. Promoting local brands not only adds value to the brands but also enriches the tourism experience," she added. The collaboration with Kapten Batik provided a modern approach to showcasing batik heritage, making it more appealing to younger generations, while Watsons Malaysia's network of more than 850 outlets would help expand the campaign nationwide.
The initiative would also increase the visibility of Malaysian tourism products while promoting the country's natural beauty, cultural heritage, hospitality, and local communities. Meanwhile, Wan Amir-Jeffery emphasized that the campaign themed "Flavettes Setia Menemani Setiap Generasi" (Flavettes: A Trusted Companion for Every Generation) celebrates Malaysians' support for the brand over the past three decades.
He highlighted that Flavettes had evolved from a vitamin C brand into a range of halal-certified health, beauty, and personal care products to meet the needs of modern consumers. "This campaign is not just about products, but also celebrates Malaysia's heritage, local culture, and healthy lifestyle through collaboration with Tourism Malaysia, Watsons Malaysia, and Kapten Batik," he noted.
The collaboration aligned with the company's long-term strategy to grow the brand through partnerships with organizations that share similar values and aspirations while increasing awareness of health and wellbeing. The Flavettes Merdeka 2026 campaign features packaging designs and promotional materials inspired by national tourism icons, including the Petronas Twin Towers, Sultan Abdul Samad Building, Kuala Lumpur Tower, and A'Famosa, as well as VM2026 official mascots Wira and Manja.
Tourism Malaysia will display promotional materials for the campaign at selected locations including Kuala Lumpur International Airport (KLIA) Terminal 1, KLIA Terminal 2, KL Sentral, MaTiC Kuala Lumpur, and the Sultan Abdul Samad Building.