Malaysia-China International brand conference a success

7 December 2024

KUALA LUMPUR: The Malaysia-China International Brand Conference was recently held at the Shangri-La Hotel here, commemorating the 50th anniversary of diplomatic relations between China and Malaysia.

The event attracted over 150 representatives from Fortune Global 500 companies, government agencies, and academic institutions, including brand managers, industry leaders, and marketing experts. Participants gathered to profoundly examine the crucial role that brands play in driving regional business growth.

One of the conference's primary objectives was to enhance collaboration between Chinese and Malaysian enterprises, promoting mutually beneficial partnerships and value sharing.

The event was hosted by the Golden Flag Brand Research Institute and co-organized by the ASEAN Retail-Chains & Franchise Federation, with significant support from the Malaysia-China Business Council and the Academy of Contemporary China and World Studies.

Notable attendees included Datuk Mohammad Yusof Apdal, Deputy Minister of Science, Technology and Innovation; Ni Qingjiu, President of the China Enterprises Chamber of Commerce in Malaysia; Dato Beh Hang Kong, Director of the Malaysia-China Business Council; and Dato Mike Loh, President of the ASEAN Retail-Chains & Franchise Federation.

Yin Xiaodong, Dean of the Golden Flag Brand Research Institute, in her welcoming speech said that the Golden Flag Brand Research Institute advocates for brand elevation, growth, and social value through the Golden Flag Award for brand communication.

She expressed hope that this conference would use branding as a link to promote cross-cultural exchange and cooperation, building a bridge for business exchanges between China, Malaysia, and the entire Southeast Asian region, while exploring new paths for the internationalization of brands.

Yu said Vice President of China International Communications Group and President of the Academy of Contemporary China and World Studies (ACCWS), made suggestions for enhancing China-Malaysia exchanges, strengthen economic and trade cooperation, cultural and personnel exchanges, and deepen engagement for think tanks and youth participation.

He proposed to entrepreneurs in both countries to seize opportunities, strengthen industrial collaboration, share development dividends, and engage in more third-party market cooperation.

Beh highlighted in his speech that, in the era of deepening globalisation, cross-border brand communication has become an important force in driving economic growth and enhancing cultural understanding. This conference is a valuable platform where business elites from both countries can strategize on development and chart a shared future.

Ni said in his address that business collaboration is an effective means of fostering cross-cultural exchange, and brand recognition is a key reflection of such cooperation.

This conference brought together government officials and entrepreneurs from China and Malaysia to jointly explore brand development strategies and share successful experiences.

He expressed confidence that dialogue and cooperation will significantly expand new business opportunities, unearth cooperation potential, and secure mutual benefits for enterprises from both countries.

Mohammad Yusof stated in his speech that China-Malaysia technological cooperation has been fruitful, with joint research projects, technology transfer, and talent cultivation significantly contributing to the economic and social development of both nations.

Collaboration in the electric vehicle industry, in particular, stands out as an example of technological excellence and sustainable innovation. Looking forward, he expressed confidence that the two countries would deepen their partnership and create limitless possibilities.

All these notables jointly inaugurated the "International Communication Project on Digitalization and Intelligentization Empowering Brand Development” later in the event.

The "International Communication Project on Digitalization and Intelligentization Empowering Brand Development" was jointly initiated by the Academy of Contemporary China and World Studies and the Golden Flag Brand Research Institute.

Leveraging the "Contemporary China and World Knowledge Sharing Programme" of the ACCWS and the "Brand Empowerment Future Talent Program" of the Golden Flag Brand Research Institute, the project continuously unearths and showcases successful international communication cases of outstanding brands across the digital economy sectors, including internet services, e-commerce, digital finance, and artificial intelligence, through case collection and dialogue exchange.

By expanding the technological boundaries of international brand communication, the project collaborates with globally renowned business schools, vocational education institutions, and talent training organizations to bring research outcomes directly to the forefront of cultivating future talent for international business and industry communication.

The conference featured a special session on "Sustainable Development," which attracted significant attention. Representatives from Chinese and Malaysian enterprises shared their best practices and innovative case studies in the field of Environmental, Social, and Governance (ESG).

Tian Jufang, General Manager of the Brand Culture Department and Press Spokesperson at China Communications Construction Company(CCCC), shared insights on the company's experience and contributions to advancing ESG development within the Belt and Road Initiative.

He highlighted that CCCC prioritizes technological innovation, strengthens compliance management, and values cultural exchange and connection with communities.

In the area of green and low-carbon development, the company focuses on building green standard systems, promoting sustainable construction, and developing projects such as clean hydropower stations to provide clean energy to local residents, reduce carbon emissions, and share green benefits, demonstrating its ESG strategies and achievements in overseas investments.

Azira Azizan, General Manager of Policy Regulation, Corporate Sustainability at PETRONAS, delved into how ESG initiatives are paving the way for a sustainable energy future.

Azira explained that PETRONAS actively implements ESG practices and is committed to achieving net-zero carbon emissions by 2050.

The company has adopted an energy transition strategy that balances national energy security with sustainability responsibilities, implements four major decarbonization initiatives to reduce greenhouse gas emissions, and invests in carbon capture and storage facilities.

Capping off the ESG session, Zhang Jiuan, Director of Research Management and International Cooperation Department at the Academy of Contemporary China and World Studies, unveiled the report titled "ESG Performance and Development Trends in Transnational Corporations (2024).