DIRECT MARKETERS from more than 30 countries gathered in Penang for V-Malaysia – billed as the flagship convention of lifestyle and wellness brand QNET.
Some 10,000 distributors arrived in the Malaysian state for the five-day event which is expected to build on the MYR1.29 billion [about USD306.5 million] that the 2024 event generated for the local economy.
V-Malaysia 2025, which opened at Setia SPICE Convention Centre on September 12, marked the 13th year running that the event returned to Penang. Tourism chiefs say this longstanding link reaffirms the state’s position as a premier destination for international business events.
A spokesperson for organisers QNET said that over the past 13 years V-Malaysia has welcomed more than 100,000 participants to Penang, making it one of the most prominent fixtures in Malaysia’s business events calendar.
QNET is a global wellness and lifestyle company whose representatives attend its conventions for motivation and to learn about new products based on wellness and quality gifts.
Tourism Malaysia’s mascots, Wira and Manja, had a starring role in the opening ceremony to emphasise the national tourism board’s support for the event.
“Events like V-Malaysia energise Penang’s creative economy,” said Wong Hon Wai, Penang State Executive Council member for Tourism and Creative Economy. “In 2024, business events generated MYR1.29 billion in economic impact – up from MYR1.03 billion in 2023.”
“Tourism Malaysia remains steadfast in championing V-Malaysia as a high-impact international event,” said Nuwal Fadhilah, Senior Director of International Promotions (Asia/Africa) Division, from Tourism Malaysia. “Our targeted incentives, logistical coordination, and presence – including Wira and Manja – help elevate Malaysia’s image as a premier MICE and cultural destination.”
