KUALA LUMPUR — Tourism Malaysia launched the Creator Family, a
platform designed to connect brands with modern audiences through real creators
and experiences across Asia, in a ceremony officiated by Ms Zuraini Abdul
Ghani, Director of Package Development Division, Tourism Malaysia, representing
Mr Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia.
Working together with culturally relevant creators within the
region, the Creator Family platform activates them through destinations,
campaigns, and brand partnerships designed to drive visibility, engagement, and
growth. The platform builds ongoing creator partnerships that deliver
measurable business impact not only to the brands they work with but also to
the NGOs that partner with them.
With Tourism Malaysia’s support, Creator Family has introduced two
new campaigns. The first is Routes & Roots, a state-by-state road trip
across Malaysia, focusing its inaugural season on Peninsular Malaysia, while
revealing the country through live cultures. Next, Sea Heroes is an
awareness-driven programme that showcases the work of marine conservation
partners through creators’ raw experiences, amplifying their learning
experience while simultaneously inspiring audiences to acknowledge and help protect
our oceans.
Ms Zuraini Abdul Ghani noted that visitors, whether local or
international, can fulfil their appetite for adventure and discovery by
exploring many stellar destinations and new attractions in Malaysia, in
conjunction with Visit Malaysia 2026–2027.
“As the Visit Malaysia 2026 campaign extends to 2027, we support
these homegrown initiatives which pave the way to creatively showcase Malaysia
on a global scale. Visitors, both local and international, can fulfil their
appetite for adventure and discovery by exploring our stellar destinations and
new experiences, as well as the abundance of delicacies our multicultural
country has to offer. From exciting urban quests to exotic beach escapades, to
lofty mountaintop retreats and everything in between, Malaysia certainly has it
all, with so much just waiting to be seen and discovered,” said Ms Zuraini
Abdul Ghani.
Mr Sangeet Singh, Founder of Creator Family, said, “Creator Family
was developed to bring together a network of like-minded creators as part of a
meaningful initiative. Embarking on these two exciting proprietary programmes
enables us to explore the road less travelled, create awareness of lesser-known
destinations, and drive essential conversations. We aim to shed a new
perspective on each location’s best-kept local secrets and conservation
efforts, beyond the ordinary. Through this platform, we also hope to
demonstrate how travelling to the unknown can be much more enjoyable, while
encouraging the public to participate in a conservation programme on their next
trip.”
Mr Daniel Lai, Marketing Director of iCAUR Auto Malaysia Sdn. Bhd.
said, “In line with ‘Born to Play’, our brand promise around a
lifestyle-driven, rugged electric adventure, we are proud to be part of this
inaugural initiative to support these creators in their journey to uncover
lesser-known spots across all types of terrain and the stories behind them. Ask
any local, and they would say that the best way to explore the country is by
taking a road trip. With well-established road connectivity, equipped with
accessible roads and transportation infrastructure, road trips in Malaysia are
made more possible, with ease and comfort."
Routes & Roots – experiencing Malaysia through lived culture
Guided by Ms Wayne Phoo, the Story Traveller, the journey undertaken
by Routes & Roots explores how food, beliefs, and everyday life shape
regional identities in Peninsular Malaysia. The programme will be launched as
four episodes on online platforms, focusing on real environments and people
rather than highlighting attractions, presenting Malaysia as it is experienced,
not staged.
The Routes & Roots programme will also be joined by
international creators from Indonesia, India, and the Philippines, each
bringing a distinct voice through their own cultural lens and responding to
Malaysia through food, beliefs, landscapes, and human interaction. Together,
these voices create a shared narrative, one that reflects how Malaysia is seen
locally and felt globally.
Some of the key destinations include the multicultural life and
modern movement of Kuala Lumpur’s urban pace; the layers of history and
cultural continuity of Melaka; the culture, adventures, and regional heartlands
of Kuantan, Kuala Terengganu, Kota Bharu, and Penang; the coastal and sea
rhythms of Redang Island, as well as Kuala Selangor and Gopeng’s serene life
where time slows and stories deepen.
Sea Heroes – driving sustainability in Malaysia through real
environmental action
In addition, the Sea Heroes programme is centred on three
conservation missions across Malaysia this year. Each mission is delivered with
trusted NGO partners and reputable brands across the region, where
participating creators document real environmental action and amplify awareness
through the Creator Family network.
The World Oceans Day mission on 8 June 2026 began with Coral Ecology
and Dive Against Debris, programmes under the PADI AWARE Foundation. Alongside
partners YBD Dive Centre, YBD Conservation, and Perhentian Marriott Resort
& Spa, the first Sea Heroes programme was conducted successfully with the
removal of underwater debris and 10 metres of ghost netting.
Other upcoming missions include The Clean Wave during International
Coastal Cleanup Day, with beach- and island-wide clean-up, waste sorting and
classification, apart from coastal debris documentation. Rounding up the
missions for the year would be Reef Warriors, led by an understanding of
Crown-of-Thorns (COTs) reef, identification and surveying skills, safe handling
techniques, removal and control methods, real-time reef impact awareness, and
conservation strategy insight.
The synergistic combination of these programmes presents a powerful
spotlight on Malaysia as a vibrant multicultural destination on the world
stage. Beyond the programme, this speaks to what Malaysia stands for: a nation
that demonstrates unparalleled hospitality, heritage, and culture; values that
are very much at the heart of Malaysians.
The Creator Family programme in collaboration with GoPro is
supported by Tourism Malaysia, with iCAUR Auto Malaysia as the Official
Mobility Partner, Mamee as the Official Snack Partner, TNG eWallet as the
Exclusive Digital Financial and Lifestyle Platform Partner, Small Towns
Malaysia as the Production Partner, and GO Communications as the PR and
Communications Partner.
Creator Family will also work with other partners across the region
for these two programmes. Some partners include A Quiet Place as the Venue
Partner, Concorde Hotel Kuala Lumpur, Casa Del Rio Melaka, and Redang Bay
Resort as the Accommodation Partner, and fellow Activity Partners Fangtooth
Dive Centre Redang, DM Scuba Dive Team, Summercruise – Green Horizon,
Paragliders Malaysia, Nomad Adventure, and Jetty Skymirror HGL, respectively.
Conservation Partners also include Reef Check Malaysia, Dive Tioman by B&J,
and Peridot by the Sea @ Redang. All Sea Heroes projects are supported by the
PADI AWARE Foundation and GoPro.
-Tourism Malaysia.
