KUALA LUMPUR (Aug 24): Digital media company Foodie Media Bhd (KL:FOODIE) is partnering with the Malaysia Tourism Promotion Board (Tourism Malaysia) to promote the country's tourism offerings through digital content and on-ground coverage under the Visit Malaysia 2026-2027 campaign.

Its wholly owned subsidiary Good Foodie Media Sdn Bhd (GFM) inked a memorandum of understanding (MoU) with Tourism Malaysia on Monday to establish the collaboration, according to a Bursa Malaysia filing.

Under the MoU, GFM will produce digital content promoting Visit Malaysia and provide on-ground coverage of Tourism Malaysia-designated events, food festivals and heritage site activities while amplifying campaign content across Foodie Media’s network of digital platforms and lifestyle brands.

Tourism Malaysia, meanwhile, will provide GFM with information on tourism offerings, including gastronomy, lifestyle, attractions and emerging destinations; allow it to use approved Tourism Malaysia logos for marketing materials related to the collaboration; and invite GFM to selected events in 2026.

The indicative value of the MoU was not disclosed by either party. Foodie Media said the MoU does not entail any financial commitment, with each party to bear its own costs and expenses.

The MoU is valid for one year from the date of signing and may be extended by mutual written agreement.

“With its extensive digital reach and strong presence in the food, travel and lifestyle segments, Foodie Media provides an effective platform to bring Malaysia’s destinations, gastronomy, culture and heritage closer to audiences in Malaysia and beyond,” Tourism Malaysia director general Mohd Amirul Rizal Abdul Rahim said in a separate statement.

Meanwhile, Foodie Media chief executive officer Nicholas Lim Pinn Yang said the collaboration would allow the company to showcase more of Malaysia to its audience.

“Working alongside Tourism Malaysia now lets us bring more of the country to audiences who already come to us for ideas on what to do and where to go,” he said.

Foodie Media's portfolio spans 45 lifestyle-focused brands across five Southeast Asian countries, with a combined following of more than 50 million across social media platforms. Its brands include KL Foodie, Penang Foodie, Halal Foodie and Malaysia, which was launched last year.

The Visit Malaysia 2026 campaign has been extended through the end of 2027, according to the joint statement.

Shares of Foodie Media closed half a sen, or 1.3%, lower at 37.5 sen on Monday, valuing the group at RM333 million. Year to date, the counter has fallen 20.2%.