Branding Association of Malaysia gathers top executives to champion Malaysian brands as a national economic force.
THE Branding Association of Malaysia (BAM) drew over 400 brand owners, founders, C-suite executives and policymakers to its annual flagship event, BAM Ace The New Year 2026, reaffirming its standing as Malaysia’s leading branding platform. More than a gala dinner, the event served as a strategic convergence of Malaysia’s branding ecosystem — a collective declaration of ambition to strengthen Malaysian brands for sustainable economic growth.
The evening was graced by a representative of Datuk Seri Tiong King Sing, Minister of Tourism, Arts and Culture (MOTAC), represented by Samuel Lee, Deputy Director-General of Tourism Malaysia — a presence that underscored the intersection of branding, tourism competitiveness and national economic reputation.
“A strong national tourism brand is built on the strength of its businesses and industries. When Malaysian brands are clear in purpose and consistent in quality, they enhance visitor confidence, strengthen destination appeal and position Malaysia more competitively on the global stage,” Tiong said during the event.
Branding as a Nation-Building Tool
In her address, BAM President Datin Winnie Loo framed branding as far more than a marketing function — positioning it as a tool for nation-building, entrepreneurial empowerment and elevating the ‘Malaysian Brand’ on the international stage.
“The past five years were not ordinary years. We navigated uncertainty, reinvention, digital transformation, economic shifts, and a rapidly evolving marketplace. But what made the difference was not the cards we held — it was how we chose to play them.”
The event was chaired by joint Organising Chairmen Datuk Seri Dr. Vincent Tiew and Dr. Jodness Tan, both advocates of a holistic approach to brand leadership that aligns business performance with personal wellbeing and social contribution.
“Sustainable brands are built by leaders who are healthy, focused and values-driven,” s Tiew said.
A Bold Theme with Purpose
Breaking from conventional gala formats, BAM Ace The New Year 2026 adopted a Retro Hong Kong ‘God of Gamblers’ theme — a deliberate nod to the bold thinking, calculated risk-taking and winning mindset that today’s brand leaders must embrace.
A standout launch of the evening was the BAM Branding Goal Cards — a deck of 52 expert branding principles designed to guide business leaders throughout 2026. The cards distil BAM’s commitment to practical, actionable knowledge, with one memorable reminder tucked among the principles: “Have a good rest.”
Guests also stood a chance to win grand prizes including RM5,000 in cash and a Zero premium massage chair valued at RM16,999. Festivities were rounded out with 10 customised Chinese New Year fire extinguishers from sponsor Fire Fighter, and Best Dressed awards honouring 10 guests with RM300 cash prizes each.
Beyond the Gala
The event reinforced BAM’s broader mission as a connector, educator and advocate within Malaysia’s branding ecosystem — providing a high-value platform for strategic networking, media engagement and access to top-tier business and policy influencers well beyond a single evening’s celebration.
Founded in July 2000, the Branding Association of Malaysia supports local brands — including SMEs — in building presence and competitiveness both domestically and internationally. For more information, visit www.brandingmalaysia.com.
The Sun Malaysia
