CULT Car Show Drives Urban Tourism Growth and Showcases Sabah’s Creative Spirit

20 October 2025

KOTA KINABALU: Sabah’s homegrown Cars and Urban Lifestyle Trend (CULT) Car Show is fast gaining popularity, drawing participants from Brunei Darussalam, Peninsular Malaysia, and Sarawak.

Sabah Tourism Board Chairman Datuk Joniston Bangkuai said the success of CULT reflects the growing significance of urban tourism in shaping Sabah’s evolving travel landscape.

He said lifestyle and creative events are adding a fresh dimension to the state’s appeal by complementing its world-renowned nature attractions with modern, experience-driven offerings.

“Events like CULT showcase a different side of Sabah — one that celebrates innovation, design, and community through creative and contemporary platforms,” Joniston said when officiating CULT 2025 at Merdeka Grand Mall here on Sunday.

He added that such events generate positive spillover effects by supporting local businesses, hotels, workshops, and food outlets, while inspiring youth and entrepreneurs to participate in the tourism value chain.

Joniston noted that the participation of more than 400 vehicles and visitors from Brunei demonstrates how lifestyle-focused events can attract new market segments and strengthen Sabah’s reputation as a forward-looking destination.

He also commended the collaboration between industry players, creative partners, and sponsors such as YONO eWallet, saying it reflects how local innovation can play a key role in driving tourism growth.

Joniston expressed hope that the homegrown CULT event would continue to grow, gain wider recognition, and attract even greater international participation in the years ahead.

Also present were CULT event director Azlin Awang Chee and promotion director John Kong.