Why has the Buy Malaysian Goods campaign been rebranded after 40 years?

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The Buy Malaysian Goods Campaign Rebranded as Jom Beli Produk Malaysia to Foster Economic Patriotism

The Buy Malaysian Goods campaign, in existence for four decades, has been rebranded as Jom Beli Produk Malaysia (JOM MALAYSIA). This transformation aims to enhance the branding of local products and services while cultivating a sense of economic patriotism among Malaysians. The rebranding signifies a fundamental shift in the campaign's objectives, strategies, and core focus to encourage the prioritization of domestic offerings and stimulate national economic growth.
Strengthening Local Branding and Economic Patriotism

The rebranding moves beyond a mere name change to encompass a broader vision of making Jom Beli Produk Malaysia a national movement. This movement is intended to be rooted in the values of patriotism, with a specific emphasis on economic patriotism. The initiative seeks to create a collective consciousness where supporting local products and services is seen as a patriotic act that directly contributes to the nation's economic prosperity.
Expanding Scope to Include Services and a Whole-of-Nation Approach

The scope of the campaign has been significantly broadened from its original focus on goods to now include locally produced products and services. This expansion reflects the evolving nature of the country's economy and the increasing importance of the services sector. To ensure comprehensive strengthening of the use of locally made products, the initiative will adopt a whole-of-nation approach, fostering collaboration among various ministries, government agencies, industry players, traders, and the public.
Promoting Malaysian Products Internationally and Increasing Incomes

The JOM MALAYSIA campaign is designed to target not only local consumers but also tourists and foreign visitors, with the objective of promoting Malaysian products on an international stage. Beyond promoting domestic consumption, the government's approach also aims to increase people's incomes. This is to be achieved by assisting entrepreneurs in expanding their businesses and facilitating their penetration into global markets through various support programs.
Launch of Strategic Programmes and Festival Showcases

To bolster the implementation of the JOM MALAYSIA initiative throughout the year, the Ministry of Domestic Trade and Cost of Living (KPDN) will introduce several strategic programmes. These include KITA KLIK!, which will collaborate with e-commerce platforms, the Kita Untuk Kita programme with local supermarket and retail chains, partnerships with Kuala Lumpur Fashion Week (KLFW), and the Local to Global Retail Programme. A recent Jom Malaysia x Pesta Kita Festival at Central Market, from June 26 to 28, served as a platform to showcase the offerings of 123 entrepreneurs and exhibitors from across the country.

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Why has the Buy Malaysian Goods campaign been rebranded after 40 years?

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