SabahBig Sale 2025 Surpasses Visitor Targets, Highlights Growing Role as Regional Business and Tourism Hub

Rosmawati (second right) accompanying the Mayor (second left) on the exhibition tour

2 November 2025

KOTA KINABALU: Visitor numbers for the BigSabah Sale 2025 held at Sabah International Convention Centre (SICC), have surpassed expectations, with 51,000 visitors recorded by late afternoon on the second day of the event, exceeding the initial target of 50,000.

Speaking to reporters, Datuk Dr Rosmawati Lasuki, Chief Executive Officer of SICC stated that this milestone demonstrates the momentum being built towards establishing Sabah as a significant player in the region.

“Our main objective is to position Sabah as a platform for the East ASEAN region,” she explained. “This includes key neighbouring countries such as Brunei, Indonesia, and the Philippines. These initiatives are proving beneficial, particularly in organising station visits and fostering regional collaborations. Ultimately, our aim is to develop Sabah into an international gateway, welcoming global engagement and business opportunities.”

Recent developments highlight this vision in action. She noted that the Guest of Honour, Mayor Datuk Seri Sabin Samitah, met with representatives from Korea, at the exhibition area. They told him about a potential partnership involving durian to be mixed with ginseng. While the idea elicited some laughter, all involved recognised the potential of such innovative ventures.

In terms of international collaboration, Busan China have been active partners, although interactions are generally limited to around four meetings annually.

“Next year, however, we plan to increase engagement,” Rosmawati said. “They will reserve an entire hall at the exhibition, responding to our feedback that we require more space dedicated to home décor. Currently, one floor of our hall is allocated to this sector, but two-thirds of the space is occupied by F&B, leaving only a third for home décor. Next year, they have promised to offer highly competitive factory prices for a dedicated hall, which will be situated upstairs alongside the lifestyle section, promising a more vibrant and bustling event.”

These collaborations are already yielding results, with partners confirming they will return with a broader range of offerings. Rosmawati revealed that she will soon be travelling to Busan to select items for future exhibitions, aiming to replicate a successful online shop model that facilitates direct ordering without relying solely on digital platforms.

“This year’s Sabah Sale exemplifies the power of collaboration,” she said. “It has been a joint effort involving our ministry and departments, industry associations, key players, and corporate partners. Everyone is eager to promote their products, which speaks to the event’s success.”

What truly sets Sabah apart is the warmth and acceptance of its people. Beyond leisure and natural beauty, the state is increasingly positioning itself as a hub for business events and trade, establishing itself as a versatile and welcoming destination.

Rosmawati concluded by expressing her appreciation to the Mayor for his unwavering support. “Last year he attended the event, and this year he came again, further reinforcing his support for our event.”