Kuala Lumpur, Malaysia — JYY Group has officially launched MyTreasure, its first National Gifting & Wellness Experiential Hub at Kuala Lumpur International Airport Terminal 2 (KLIA Terminal 2), creating a new platform to showcase Malaysian brands, culture and wellness experiences to international travellers.
Developed in conjunction with Visit Malaysia Year 2026 (VM2026), the hub aims to redefine airport retail by bringing together local products, cultural experiences, and homegrown stories in one destination, positioning Malaysia’s heritage and wellness offerings for a global audience.
Beyond serving as a traditional retail outlet, MyTreasure has been designed as an experiential destination where visitors can discover Malaysian-made wellness products, sample local flavours, and explore curated gifting collections before leaving the country.
The initiative also reflects a growing trend in destination marketing, where airports are becoming important touchpoints for nation branding and brand storytelling, as MyTreasure combines tourism, retail and experiential marketing to give local businesses a platform to reach millions of international travellers passing through KLIA each year.
The launch was officiated by YBrs. Encik Mohd Amirul Rizal bin Abdul Rahim, Director General of Tourism Malaysia, who described the hub as an example of how public and private sector collaboration can strengthen Malaysia’s tourism ambitions ahead of Visit Malaysia Year 2026.
“MyTreasure reflects the kind of public-private collaboration that will be critical to the success of Visit Malaysia 2026. While the Government provides the platform and direction, it is visionary Malaysian companies like JYY Group that help bring the Malaysia story to life,” said Rahim.
“As such, I would like to congratulate JYY Group – I hope it becomes a symbol of how Malaysian brands can proudly represent our nation, our culture and our heritage to the world,” added Rahim.
According to Alann Tan, Founder and Group Chief Executive Officer of JYY Group, MyTreasure was created to help uncover and promote Malaysia’s lesser-known treasures.
“After nearly two decades in the gifting industry, we realised something. Malaysia is rich in amazing products, traditions and stories. Yet many remain undiscovered by the world. That inspired us to create MyTreasure. Not simply as a retail store but as a treasure hunter for Malaysia,” shared Tan.
“Travelling across the nation, searching for authentic local treasures, curating them and bringing them together in one place. So that every traveller can discover the very best of Malaysia before leaving our shores,” added Tan.
Beyond the hub activation, visitors can also enjoy the “Taste of Malaysia” experience, featuring local treats such as Trigona Honey ice cream and specialty honey beverages, pandan cloud cake, and durian coffee, designed to introduce travellers to the country’s flavours before selecting gifts to take home.
As Malaysia prepares to welcome more international visitors through Visit Malaysia Year 2026, JYY Group hopes MyTreasure to become a platform that promotes Malaysian brands, strengthens tourism marketing and leaves travellers with a lasting impression of the Malaysian heritage and culture.
