MFMPA and MATRADE Explore Strategic Collaboration to Position Malaysia as an International Hub for Heritage, Culture, Tourism & Business Exchange

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The Malaysia Fashion, Modelling & Pageant Association (MFMPA) paid a Courtesy Call to the Malaysia External Trade Development Corporation (MATRADE) to discuss strategic collaboration in strengthening Malaysia's position as a leading destination for heritage, culture, tourism, fashion and international business exchange in conjunction with Visit Malaysia 2026.

Discussion at the roundtable

The MFMPA delegation was led by its President, Dr. Jason Hee Jee Pin, and was warmly received by MATRADE Chief Executive Officer, Encik Bakar, together with Encik Abdul Halim, Encik Azfar Azhar and Puan Siti Aishah. The meeting focused on the development of the Malaysia International Heritage, Culture, Tourism & Business Exchange 2026, an international programme scheduled for December 2026, which is expected to attract delegates from China, ASEAN and other countries to Malaysia.


During the discussion, MATRADE shared valuable strategic recommendations to strengthen the programme's international impact and economic value. Among the key recommendations were the expansion of the programme beyond cultural exchange to include international trade promotion, business networking and Business-to-Business (B2B) matching opportunities between Malaysian, Chinese and ASEAN companies.


MATRADE also encouraged MFMPA to identify and establish collaboration with a suitable counterpart organisation in Luoyang, China, to facilitate stronger bilateral cooperation and delegate participation. The six-day, five-night programme was acknowledged as an appropriate duration for international delegates. To enhance international appeal, the programme will feature a comprehensive showcase of Malaysia's heritage and creative industries through concerts, fashion presentations, traditional costume showcases, cultural performances and tourism experiences, alongside business networking activities. Recognising the importance of cross-sector collaboration, MATRADE further advised MFMPA to work closely with MIDA, relevant business facilitation platforms, industry associations and professional organisations to strengthen trade engagement and investment opportunities throughout the programme.


The discussion also highlighted the importance of engaging the Embassy of China in Malaysia and strategic partners from China to support delegate mobilisation, international cooperation and potential sponsorship, recognising the significant participation expected from Chinese organisations and businesses.

Speaking after the meeting, Dr. Jason Hee Jee Pin, President of MFMPA, said: "We are deeply honoured by MATRADE's warm reception and invaluable strategic guidance. The recommendations shared today will significantly strengthen our vision of transforming the Malaysia International Heritage, Culture, Tourism & Business Exchange 2026 into a world-class platform that not only celebrates cultural diversity but also creates meaningful opportunities for trade, investment, tourism and international collaboration between Malaysia, China and ASEAN."

Dr. Jason Hee Jee Pin, President of The Malaysia Fashion, Modelling & Pageant Association (MFMPA)

He added that the programme aims to become one of Malaysia's signature international platforms supporting Visit Malaysia 2026, showcasing the nation's rich heritage, creative industries, tourism destinations and business potential to the global community.

MFMPA Delegation

Dr. Jason Hee Jee Pin – President

Datin Sue – Secretary

Joanne Lam – Treasurer

Alice Go – Committee Member

Andrew Tan – Committee Member

Dato Aaron G. Von Jolly – Member

KC Tan – Member

Desmond Wong – Member

Bumiputra Designers Bhd – Member

Tony Goh Thompson – Member


MFMPA looks forward to working closely with MATRADE, government agencies, industry partners and international organisations to establish Malaysia as a premier destination for heritage, culture, tourism, fashion, trade and business exchange, further strengthening Malaysia's international presence and supporting sustainable economic growth through global collaboration.

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