The Big Sabah Sale 2025: A Catalyst for Regional Growth and International Collaboration

Datuk Masidi Manjun (middle) with Datuk Seri Rosmawati Lasuki (left) and Noredah Othman (right) CEO of Sabah Convention Bureau touring the partipating booths

1 November 2025

KOTA KINABALU: The Big Sabah Sale 2025 was officially launched today at the Sabah International Convention Centre (SICC), drawing representatives from 13 countries and marking a significant milestone in the state’s efforts to position itself as a leading regional trade hub.

The event was attended by dignitaries and international representatives, including members of foreign consuls, and leaders from various industries.

Among the distinguished guests were Dr. Hajar Rosmawati, CEO of the SICC; His Excellency Normani Peniel, Consul General of Indonesia; His Excellency Dayal Farzana Ali, Consul General of Brunei Darussalam; and His Excellency Yamashita Yoshido, Chief Consul of Japan in Kota Kinabalu.

Representing Datuk Seri Panglima Hajiji Noor the Chief Minister of Sabah, Finance Minister Datuk Sri Panglima Masidi Manjun delivered the keynote address, highlighting the event’s growing importance as a driver of trade, innovation, and regional cooperation.

“The Big Sabah Sale, first launched two years ago, has evolved into a dynamic trade and consumer event,” he said.

“It brings together local industries, international exhibitors, and strategic business partners under one unified platform for economic connections and enterprise visibility.”

Now recognised as a cornerstone of enterprise development, the Big Sabah Sale fosters commercial engagement across sectors while expanding market access for local businesses.

The participation of 13 countries this year reflects growing confidence in Sabah’s economic ecosystem and its rising influence in the East ASEAN Growth Area (BIMP-EAGA).

Masidi emphasised Sabah’s strategic location in Asia, saying, “Sabah is at the center of the Asian hub, just five hours from most Chinese cities, a short drive from Brunei, and sharing a common border with Indonesia. This geographic advantage underscores our potential as a key player in regional trade.”

He also stressed the importance of regional collaboration, urging businesses to think beyond national borders.

“We must view our efforts not just as a Sabah enterprise or a Malaysian enterprise, but as part of a greater regional enterprise. The market is vast it’s all about positioning our products effectively.”

With Indonesia’s new capital set to move to Nusantara, the he believes this will further strengthen regional cooperation and open new opportunities for trade and development across Southeast Asia.

“While the Big Sabah Sale may seem like a simple retail event, it is in fact a catalyst for growth, not only for Sabah but for the entire region,” he added.

“The 13 participating countries have recognised this potential, and we hope to double that number in the coming years.”

The Minister also extended his congratulations to Datuk Hajah Rosmawati and her team for their hard work in organising the event.

“It’s not easy coordinating with representatives from so many nations, but their dedication has made this possible. We hope this event will continue to grow into an annual highlight that everyone looks forward to.”

He went on to emphasise the importance of business events as engines of opportunity that drive economic activity across multiple sectors.

“Business events generate benefits not only for hospitality and retail, but also logistics, agriculture, technology, and manufacturing. They strengthen local supply chains and nurture talent development.”

Since the establishment of the Sabah Convention Bureau (SCB) in November 2022, Sabah has made significant progress in elevating its competitiveness in meetings, incentives, conferences, and exhibitions (MICE).

Through strategic collaborations with industry players, SCB continues to enhance Sabah’s global profile as a destination for world-class business events.

Concluding the speech, the Chief Minister’s representative expressed optimism for the future.

“As Sabah strengthens its role in regional and international trade, we hope that platforms such as the Big Sabah Sale will continue to accelerate new market opportunities, deepen partnerships, and position Sabah as a true gateway to Asia.”