KUALA LUMPUR, 12 MARCH 2026 – Johor’s rich cultural heritage and vibrant traditions will take the spotlight at MATTA Fair April 2026, offering visitors a deeper appreciation of what makes the state truly unique. Organised by the Malaysian Association of Tour and Travel Agents, the fair provides an ideal platform to celebrate and promote Johor’s identity as part of the broader Visit Johor Year 2026 campaign.
At the Johor Pavilion, culture comes alive through a series of carefully curated performances and activities that reflect the spirit of Bangsa Johor. Visitors can witness traditional showcases, experience heritage-themed programmes and engage with interactive exhibits that highlight the state’s customs, history and community values. This cultural immersion not only entertains but also educates visitors about Johor’s unique legacy.
In addition to its cultural presentations, Johor is also set to introduce several new tourism products and attractions. Among the highlights are upcoming destinations such as Muzium Tokoh, Kompleks Warisan Sultan Abu Bakar and Kampung Sungai Melayu. These initiatives demonstrate a strong commitment to preserving heritage while creating new opportunities for tourism growth.
By combining tradition with innovation, Johor continues to position itself as a destination that offers both authenticity and diversity. Its presence at MATTA Fair 2026 serves as a powerful reminder of the importance of cultural tourism in shaping meaningful travel experiences and sustaining local heritage.
Amid the celebration of the 52nd anniversary of diplomatic relations between Malaysia and China, a significant cultural and economic initiative was unveiled in Changsha, Hunan. The Let’s Go Malaysia Cultural, Trade & Tourism Promotion Event, held at the Saint Tropez Hotel Changsha on 6 March 2026, marked an important step in strengthening bilateral collaboration between the two nations.
The event also aligned with the momentum of Visit Malaysia 2026 and Visit Johor Year 2026, reinforcing ongoing efforts to attract international visitors and investors to Malaysia. Jointly organised by KMA Production and Hunan TV International, the event officially launched the cross-border travelogue programme “Let’s Go Malaysia,” a project designed to promote cultural exchange, tourism development and economic cooperation between China and Malaysia.
Strengthening Cross-Border Collaboration
The launch ceremony gathered prominent representatives from government agencies, tourism organisations and the private sector from both countries. Among the distinguished guests were Puan Sri Nur Qistina Lim, Chairman of KMA Production; Radzlan Shah Ramlan, Regional Director (South China) of Tourism Malaysia; Safwan Nizar Johari, Acting Investment Consul of the Malaysian Investment Development Authority (MIDA) in China; and Farhana Kamaruddin, Trade Consul of the Malaysia External Trade Development Corporation (MATRADE) at the Consulate General of Malaysia in Guangzhou.
Senior officials from the Hunan Provincial Department of Commerce and the Hunan Provincial Department of Culture and Tourism were also present, alongside representatives from tourism and business sectors.
More than a programme launch, the event served as a strategic platform connecting stakeholders across industries. Participating organisations included Tourism Malaysia, MIDA, MATRADE, Tourism Johor, as well as the Hunan Provincial Department of Commerce and the Hunan Provincial Department of Culture and Tourism. Corporate partners such as EcoWorld Development Group Berhad, R&F Princess Cove and IFOOD Expo also took part, while nearly 100 mainstream media organisations attended the event, reflecting strong interest in expanding Malaysia–China collaboration across tourism, culture and trade.
“Let’s Go Malaysia” as a Cultural Bridge
At the heart of the initiative is the travelogue series “Let’s Go Malaysia,” jointly produced by KMA Production and Hunan TV International. The programme goes beyond traditional travel shows by serving as a cultural bridge connecting audiences from both countries.
Through immersive storytelling, the series highlights Malaysia’s diverse cultures, rich culinary traditions and unique tourism attractions, with particular focus on the historical and cultural heritage of Johor. The programme aims to introduce Chinese audiences to Malaysia’s vibrant lifestyle and travel experiences while strengthening people-to-people connections.
In her remarks during the launch ceremony, Puan Sri Nur Qistina Lim expressed appreciation for the support from Tourism Johor and emphasised the programme’s role in promoting the state as a key tourism destination.
“As this year marks Visit Johor Year 2026, we hope today’s launch will attract more visitors, especially from China, to experience the unique attractions of Johor,” she said.
Celebrity Participation and Cultural Highlights
The launch event featured several engaging highlights that captured the spirit of the programme. Hunan TV host Tong He and Malaysian Chinese representative Nigel entertained guests through lively interactions, reflecting the cross-cultural friendship at the centre of the travel series.
Adding to the excitement, Malaysian badminton star and Olympic mixed doubles silver medallist Goh Liu Ying shared a special pre-recorded video message that was played during the ceremony. Although she was unable to attend in person, she expressed enthusiasm about participating in the programme and shared her positive experiences filming in Johor, describing several of the destinations as offering “a whole new level of experience.”
Guests were also introduced to authentic Johor flavours during a culinary showcase by Hock Kee Kopitiam founder Nick Ng. Signature treats including egg tarts, traditional herbal tea and the unique beverage known as “Tiger Bites Lion” were served, offering attendees a taste of Nanyang culture and Malaysian heritage.
Expanding Investment and Business Opportunities
Beyond tourism and culture, the event also highlighted investment and business collaboration opportunities between Malaysia and China. With Chinese companies increasingly expanding globally, Malaysia has emerged as a strategic investment destination due to its strong infrastructure, business-friendly environment and location at the heart of ASEAN.
During the investment promotion segment, Safwan Nizar Johari of MIDA China and MATRADE Trade Consul Farhana Kamaruddin presented Malaysia’s latest investment policies, tax incentives and bilateral trade opportunities to potential investors.
Corporate representatives also introduced development opportunities to the audience. EcoWorld Development Group Berhad showcased its integrated industrial ecosystem platform, while R&F Princess Cove highlighted the strategic potential of its waterfront development along the Johor Strait.
The ongoing development of the Johor-Singapore Special Economic Zone (JS-SEZ) was also emphasised as a key driver of regional investment, positioning Johor as an emerging hub for regional headquarters, logistics and supply chain operations.
Memorandum of Cooperation and Future Expo
A key highlight of the ceremony was the Memorandum of Cooperation Signing Ceremony, witnessed by distinguished guests. The agreement was signed by Puan Sri Nur Qistina Lim, Lei Ting Han representing Nine Square Media, and Dicky Lee, founder of IFOOD Expo.
The collaboration marks the official launch of preparations for the upcoming Let’s Go Malaysia Expo, scheduled to take place from 30 July to 2 August 2026. The expo is expected to serve as a platform to further strengthen trade, cultural exchange and tourism promotion between the two countries.
Building a Stronger Malaysia–China Partnership
In his closing remarks, Tan Kaiyuan, Deputy Director of Hunan Broadcasting System International Channel, highlighted that the launch event demonstrated the strong momentum of Malaysia–China cooperation. He noted that “Let’s Go Malaysia” has evolved beyond a television programme into a comprehensive platform integrating cultural exchange, tourism promotion and industrial collaboration.
As both countries celebrate more than five decades of diplomatic relations, the collaboration represents a new chapter of opportunity. Leveraging Hunan’s role as an inland gateway for international cooperation and Malaysia’s position as a strategic entry point to ASEAN, the initiative is expected to strengthen bilateral partnerships across multiple sectors.
With the official broadcast of “Let’s Go Malaysia,” a new bridge connecting culture, tourism, commerce and people-to-people exchanges between Malaysia and China has been firmly established, paving the way for deeper cooperation in the years ahead.
