KUCHING, Nov 4: Malaysia’s homegrown creative industry could play a bigger role in promoting the country as a tourism destination, with locally developed intellectual properties offering an alternative way to reach domestic and international audiences.
The popularity of homegrown animation series such as Upin & Ipin, particularly across Southeast Asia, presents an opportunity to connect entertainment with destination marketing, allowing familiar local characters to help introduce Malaysia’s tourism offerings to a wider audience.
This approach is reflected in Tourism Malaysia’s collaboration with Les’ Copaque Production Sdn Bhd in organising a Mini Upin & Ipin Carnival with Tourism Malaysia in Selangor recently, which leveraged the animation brand’s regional following as part of efforts to broaden the reach of the Visit Malaysia Campaign 2026-2027 (VM2026-2027).
