Maxim E-hailing Malaysia carried out a campaign across six cities in East Malaysia in conjunction with the Kaamatan harvest festival in Sabah and the Gawai festival in Sarawak, offering free rides from key central festival venues. The initiative enabled thousands of residents and visitors to travel conveniently to and from major celebrations, enhancing overall mobility during the festive period. In Sabah, free transfers were provided from events such as the Unduk Ngadau competition at KDCA Hall in Kota Kinabalu, the Fun Fair at Borneo Fun Park in Sandakan, and LikeFest 2026 in Tawau. In Sarawak, specially themed Gawai vehicles operated in Kuching, Miri and Bintulu, offering free rides throughout the celebrations. The campaign also featured vibrant vehicle designs that brought festive visibility to city streets beyond the event locations.
Maxim further strengthened its cultural engagement through a collaboration with artists from Sabah and Sarawak to produce a limited-edition postcard series inspired by Kaamatan and Gawai traditions. In Sabah, the artwork featured contributions from Rosemary Yvonne Marcus, Logiman J. Gamad and Sabating Ev Baron Kampiau, while in Sarawak, Maxim collaborated with Lim Mei Joo and Amey Sheikh Ali. These postcards reflected local motifs, symbols and cultural heritage, and were distributed free of charge inside festive vehicles. Each passenger received them as a complimentary keepsake, turning everyday rides into meaningful cultural experiences that highlighted the richness of East Malaysian traditions.
According to Mohd Hazwan Musley, Director of Maxim E-hailing Malaysia, the campaign was designed to combine transport accessibility with cultural appreciation. He said Kaamatan and Gawai represent the living identity and strong community spirit of Sabah and Sarawak, and it was important for Maxim to support both mobility and local cultural expression. He added that the collaboration with local artists through the postcard initiative allowed passengers to experience and take home a piece of East Malaysian heritage, extending the celebration beyond the festival grounds.
The limited-edition postcards were fully distributed during the campaign period, reflecting strong public engagement and interest. The initiative demonstrated how e-hailing services can go beyond transportation by playing a meaningful role in supporting local culture, promoting accessibility, and celebrating community traditions across East Malaysia.
Maxim is an international e-hailing service that began operations in Malaysia in 2019 with its first ride completed in Kuantan. Today, the platform operates nationwide, connecting communities across both Peninsular and East Malaysia. With a focus on accessibility, safety and continuous improvement, Maxim provides reliable transport and delivery services through its mobile application available on major platforms. The service also supports flexible income opportunities for thousands of driver-partners, contributing to improved mobility and economic empowerment for Malaysians.