JYY Group Launches Malaysia’s First Gifting & Wellness Experiential Hub at KLIA Terminal 2

Malaysia has taken a significant step in strengthening its tourism and nation-branding efforts with the launch of MyTreasure, the country’s first National Gifting & Wellness Experiential Hub, at Kuala Lumpur International Airport Terminal 2 (KLIA Terminal 2). Developed by JYY Group in conjunction with Visit Malaysia Year 2026 (VM2026), the initiative aims to showcase Malaysia’s rich cultural heritage, natural wellness products, local flavours and unique stories to international travellers through a single immersive destination.

The official launch was officiated by the Director-General of Tourism Malaysia, Mohd Amirul Rizal Abdul Rahim, who described MyTreasure as a strategic platform that reflects the importance of collaboration between the public and private sectors in promoting Malaysia on the global stage. He highlighted that while the government provides the direction and platform for tourism growth, private sector innovators such as JYY Group play a vital role in bringing Malaysia’s identity and heritage to life for visitors from around the world.

According to Alann Tan, Founder and Group CEO of JYY Group, the inspiration behind MyTreasure stemmed from the company’s nearly two decades of experience in the gifting industry. He noted that despite Malaysia being home to countless unique products, traditions and stories, many remain largely undiscovered internationally. MyTreasure was therefore conceived not merely as a retail outlet, but as a platform dedicated to uncovering, curating and presenting the nation’s finest treasures to global audiences.

Strategically situated at one of Malaysia’s busiest aviation hubs, MyTreasure is designed to provide departing travellers with a memorable final experience of the country. The experiential hub combines wellness, gastronomy, culture and gifting under one roof, offering a curated selection of premium local products and immersive experiences that celebrate Malaysia’s diverse identity.

Among the key highlights of MyTreasure are wellness products inspired by Malaysia’s rich biodiversity and natural resources. Featured prominently is Trigona Honey, sourced from the rainforests of East Malaysia and renowned for its antibacterial properties, nutritional value and low glycaemic index benefits. Another flagship offering is Lo Hong Ka Concentrated Bird’s Nest, harvested from Sabah’s famous Gomantong Caves and produced using a heritage recipe that has been refined over nearly three decades.

Positioned as a new-generation national gifting symbol, MyTreasure seeks to move beyond traditional souvenirs by offering meaningful products that reflect Malaysia’s wellness heritage and cultural richness. The hub’s collaboration with Tourism Malaysia is further reinforced through the inclusion of official Visit Malaysia Year 2026 branding elements and mascots, Wira and Manja, across selected product displays and packaging.

Recognising that food often creates lasting travel memories, MyTreasure has also introduced the “Taste of Malaysia” cultural experience. Visitors can sample specially curated treats inspired by iconic Malaysian flavours, including Trigona Honey ice cream, specialty honey beverages, pandan cloud cake and durian coffee. The concept encourages travellers to experience Malaysia’s culinary diversity before selecting gifts and keepsakes to bring home.

In addition, the hub offers a range of Malaysian-inspired merchandise and lifestyle products designed to celebrate local culture and provide visitors with distinctive mementos that capture the essence of their Malaysian journey.

Coinciding with the launch, JYY Group also highlighted its JYNNS Trigona Honey Propolis range as part of its commitment to transforming Malaysia’s natural resources into innovative wellness solutions. The company has established a strategic collaboration with Universiti Tunku Abdul Rahman (UTAR) to further research and develop the potential of Malaysian Trigona Honey.

Recent studies conducted with UTAR revealed promising findings for JYNNS Trigona Honey Propolis Spray, which demonstrated strong antibacterial activity against several bacteria, including Streptococcus pyogenes, E. coli and Salmonella Typhimurium. The research also highlighted antioxidant and anti-inflammatory properties, reinforcing the potential of Malaysian Trigona Honey products in the global wellness market.

To celebrate its opening, MyTreasure is offering a range of exclusive promotions and rewards for travellers. These include discounted WCT Buddy Shopping e-Vouchers, complimentary Trigona Honey ice cream for visitors presenting valid boarding passes, special discounts on JYNNS Trigona Honey and Lo Hong Ka products, as well as Buy 1 Free 1 promotions at participating JYNNS outlets nationwide.

As Malaysia prepares to welcome millions of visitors during Visit Malaysia Year 2026, MyTreasure is poised to become more than just a retail destination. By bringing together wellness, culture, gastronomy and innovation, the hub aims to transform Malaysia’s local treasures into global ambassadors while providing travellers with a memorable and meaningful connection to the nation.