Tourism Malaysia has extended its support for efforts by homegrown wellness brand JYY Group to strengthen Malaysia’s position as a wellness tourism destination, following the opening of the brand’s flagship store at Pavilion Kuala Lumpur.
The new flagship outlet provides an additional touchpoint for international travellers and local visitors to discover Malaysian wellness products, hospitality and cultural stories while exploring one of the capital’s key tourism and shopping destinations.
The initiative forms part of Tourism Malaysia’s continued efforts under Visit Malaysia 2026–2027 (VM2026–2027) to work with homegrown Malaysian brands and bring local products and experiences to a wider audience.
The opening ceremony was officiated by Mr Mohd Akbal Setia, Deputy Director General (Promotions) and Head of the Visit Malaysia 2026–2027 Secretariat, Tourism Malaysia, together with Mr Lee Thai Hung, Deputy Director General (Promotions II), Tourism Malaysia.
Expanding the Visitor Experience Beyond Attractions
Tourism Malaysia said partnerships with homegrown brands are important to VM2026–2027’s ambition of improving the overall traveller experience throughout their journey.
By placing Malaysian wellness brands within major tourism landmarks such as Pavilion Kuala Lumpur, visitors can discover local products and experiences alongside conventional tourism activities.
The approach extends the visitor journey into everyday experiences such as shopping, wellness and cultural discovery, giving both domestic and international travellers more opportunities to engage with Malaysia’s natural and cultural heritage.
Tourism Malaysia also hopes that greater visibility for homegrown wellness products will encourage travellers to explore locally inspired offerings while creating stronger connections between tourism and Malaysia’s growing wellness ecosystem.
Showcasing Malaysia’s Natural Heritage Through Wellness
The flagship store opening also featured Malaysian singer and actor Nicholas Teo, who brought an East Malaysian connection to the brand through its Trigona honey, which is sourced from the highlands of Malaysian Borneo.
The connection highlights the role of locally sourced ingredients in telling Malaysia’s wellness and cultural stories.
Tourism Malaysia said showcasing products rooted in Malaysia’s regions and natural biodiversity can help build greater appreciation of the country’s diverse natural heritage and its contribution to everyday wellness.
This also forms part of the broader tourism story that VM2026–2027 seeks to share with visitors, linking Malaysia’s biodiversity, locally sourced products and cultural identity with its tourism offerings.
Supporting Homegrown Wellness Brands
Tourism Malaysia said its support for initiatives such as this is intended to encourage greater public engagement with homegrown wellness products that incorporate locally sourced ingredients.
These ingredients give Malaysian wellness products a distinctive local identity while encouraging brands to continue developing and showcasing locally inspired products to international audiences.
The collaboration also reflects Tourism Malaysia’s commitment to making wellness experiences more accessible and convenient for both international visitors and Malaysians throughout VM2026–2027 and beyond.
Promotions for Visitors During National Month
To coincide with the flagship store opening and Malaysia’s National Month celebrations, JYY Group is also offering a series of limited-time privileges across its outlets.
The promotions include discounts, special offers and complimentary items for customers.
The initiative is intended to give both local and international visitors greater access to affordable, high-quality wellness products while supporting homegrown Malaysian brands.
With the flagship store located in the heart of Kuala Lumpur, Tourism Malaysia sees the initiative as another way to incorporate wellness, shopping and local product discovery into the wider visitor experience.
Through collaborations with homegrown businesses, Tourism Malaysia aims to further strengthen Malaysia’s wellness tourism ecosystem while showcasing the country’s locally rooted products, natural resources and cultural stories to travellers from around the world.
