Kuala lumpur: 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).
According to BERNAMA News Agency, the collaboration will be carried out through Foodie Media subsidiary Good Foodie Media Sdn Bhd (GFM), combining expertise in destination marketing and digital content production. The focus will be on promoting Malaysia's culinary heritage, cultural attractions, and lifestyle to both domestic and international audiences.
Tourism Malaysia Deputy Director-General (Promotion) Mohd Akbal Setia highlighted that GFM will support the production of VM 2026-2027 digital content, provide media coverage of Tourism Malaysia events, and enhance 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 stated during the MoU signing ceremony.
The MoU was signed by Mohd Akbal on behalf of Tourism Malaysia, with Foodie Media Bhd represented by its chief executive officer Nicholas Lim Pinn Yang. Mohd Akbal noted that Foodie Media's extensive digital reach, with more than 50 million followers, could significantly contribute to Malaysia's goal of attracting 47 million visitors during VM 2026-2027 by reaching a broader 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 added.
Foodie Media currently operates 45 lifestyle brands with a combined following of over 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 emphasized the importance of social media platforms in engaging 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 explained.
Meanwhile, Pinn Yang expressed enthusiasm about the collaboration, stating that promoting Malaysia's attractive destinations has 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.