KUALA LUMPUR — Tourism Malaysia has officially announced HWC COFFEE as a Strategic Partner for Visit Malaysia 2026 (VM2026) following a partnership announcement ceremony held today at the Centre Court, Pavilion Bukit Jalil. 

This collaboration marks a strategic alliance between a renowned specialty coffee brand and the nation’s flagship tourism campaign, aimed at delivering unique and curated coffee-led experiences to both domestic and international audiences. The initiative aligns closely with the objectives of the Visit Malaysia 2026 (VM2026) campaign, supporting ongoing efforts to enhance Malaysia’s tourism offerings and enrich visitor experiences through lifestyle-driven engagement.

Mr Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, said that strategic partnerships with the private sector are essential in strengthening and expanding the tourism ecosystem. He noted that such collaborations reflect Tourism Malaysia’s continued commitment to broadening the reach and visibility of Visit Malaysia 2026 (VM2026) through innovative, experience-driven initiatives, while forming a strong foundation for an inclusive and sustainable tourism campaign.

“Tourism today is increasingly shaped by experiences. Through strategic partnerships such as this, we are able to extend the presence of Visit Malaysia 2026 across lifestyle and consumer platforms, enhancing global awareness while positioning Malaysia as a destination that offers rich, engaging and contemporary travel experiences,” he added.

Meanwhile, Ms Zenda Ng, Chief Executive Officer of HWC COFFEE, said that every cup of HWC specialty coffee is meticulously handcrafted by skilled baristas to ensure exceptional quality and consistency. She added that beyond being a beverage, specialty coffee has evolved into a universal medium that brings people together across cultures and backgrounds. Through the partnership with Visit Malaysia 2026, HWC COFFEE aims to curate meaningful experiences that allow both locals and visitors to appreciate Malaysia’s warmth, creativity and renowned hospitality through specialty coffee.

In support of Visit Malaysia 2026, Tourism Malaysia is leveraging this strategic collaboration to extend the campaign’s visibility through consumer-facing initiatives designed to encourage greater engagement among both locals and visitors. As part of the collaboration, a limited-time nationwide promotion will be launched beginning 11 February, featuring themed giveaways created to enhance visitor interaction and promote experiential touchpoints aligned with the VM2026 campaign. A total of 10,000 items, valued at RM88,000.00 will be distributed nationwide.

The initiative also supports broader efforts to introduce visitors to Malaysia’s growing specialty coffee scene through engaging and interactive experiences. As a specialty coffee brand offering premium and Geisha coffee beans, HWC COFFEE contributes to enhancing the overall visitor journey, reinforcing the welcoming message of “Welcome to Malaysia” through everyday lifestyle touchpoints.

Looking ahead, the partnership will see the introduction of co-branded merchandise and promotional products featuring Malaysia-inspired designs, including a Visit Malaysia 2026 intellectual property collection showcasing the official mascots, Wira and Manja, scheduled for rollout in the second quarter of 2026. The collection aims to highlight local elements through contemporary visuals, offering visitors meaningful keepsakes that reflect Malaysia’s distinctive identity.

Tourism Malaysia will continue to expand its outreach through innovative cross-industry collaborations, supporting tourism growth while delivering engaging experiences that further enhance Malaysia’s appeal as a preferred destination for both domestic and international travellers.