VM2026 gets a caffeinated boost as Bask Bear Coffee & Toasties sponsors tourists and locals

Malaysian F&B brand Bask Bear Coffee & Toasties is putting its own spin on hospitality, sponsoring a large-scale initiative in support of Visit Malaysia 2026 (VM2026) that benefits both foreign tourists and domestic coffee lovers.

The coffee chain is offering 100,000 “Buy 1 free 1” Aren drinks to international visitors, featuring its signature Aren series made with caramel-flavored Aren sugar sourced from Borneo. Foreign tourists can redeem the offer by showing a screenshot of Bask Bear’s banner on the official VM2026 website and presenting their passports at any Bask Bear outlet.

At the same time, locals aren’t left out. Through the brand’s new Bask Bear Club plan, Malaysians can enjoy a free Americano daily for RM29 per month — equivalent to just RM0.97 per cup. Early subscribers receive an additional month free, effectively doubling the value. Customers can also upgrade to other coffees for RM3.90 or add toasties for RM9.90 each day.

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Founder and CEO of Bask Bear, Bryan Loo, highlighted that this sponsorship marks the first initiative of its scale by a Malaysian lifestyle brand for VM2026. “We want visitors to take home not just memories, but a taste of Malaysia’s warmth and culture. Our 'Gula Aren' series showcases local ingredients, while our Bask Bear Club rewards Malaysians who have supported us,” he said.

The launch was attended by Tourism, Arts and Culture Minister Tiong King Sing, who welcomed Bask Bear’s participation and encouraged more private sector involvement in promoting tourism. He noted that initiatives like this could help VM2026 achieve its targets of 47 million international arrivals and RM329 billion in tourism receipts.

Bask Bear Coffee & Toasties also tied its branding closely to national identity: the Malayan Sun Bear, which inspired the brand’s name, is also VM2026’s mascot. The launch featured the VM2026 mascots Wira and Manja alongside Bask Bear’s Brader BLE mascot, symbolising local pride, conservation awareness, and Malaysia’s hospitality.

Loo added that the campaign complements government incentives under Budget 2026, which offers Malaysians up to RM1,000 in tax relief for domestic tourism. Overall, the initiative represents a strategic move by Bask Bear to blend brand marketing, tourism support, and community engagement, while putting local flavours on the international stage.

Earlier in October, Tourism Malaysia’s tie-up with Starbucks Malaysia faced controversy. The collaboration, announced at a launch event in Starbucks Reserve Shoppes, Four Seasons Place, centred around exclusive merchandise and handcrafted beverages. However, it drew negative public sentiment due to the ongoing boycott against Starbucks over its alleged support of Israel in the Israel-Hamas conflict. Data from CARMA shows that 54.5% of online conversations about the “Jom Brew-Cuti Bersama!” (“Let’s holiday together!”) campaign were negative, compared with just 6.9% positive.

In response to the criticism, Tourism, Arts and Culture Minister Tiong King Sing had sought to downplay the controversy, stressing that Starbucks is just one of many brands collaborating with the ministry for VM2026. He emphasised that the ministry works with a wide variety of brands, including Danish butter cookie and Muslim-owned perfume companies, and that the focus should remain on promoting tourism rather than politicising partnerships. Tiong urged that such collaborations are meant to benefit the nation by attracting visitors, and that criticism over individual partnerships should not overshadow the broader goals of VM2026.

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