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‘MYKAMPUNG JAPAN’ LAUNCHED TO SHOWCASE MALAYSIAN PRODUCTS IN CONJUCTION WITH 2020 TOKYO OLYMPICS

EYOUTH together with the Ministry of Youth and Sports has launched the “MyKampung Japan” campaign as part of its efforts to showcase and promote Malaysian products, especially halal food and agriculture products by young local entrepreneurs, in conjunction with the upcoming 2020 Tokyo Olympics. 
Left to Right, Mr Kaname Araki, Deputy Chief of Mission, Embassy of Japan, YBhg Datuk Seri Gary Chua Kah Seng (President of Malaysia Retail Chain Association (MRCA), YBhg Tan Sri Datuk Ter Leong Yap (Executive Chairman of Sunsuria Berhad), YABhg Tun Dr. Daim Zainuddin (Former Finance Minister of Malaysia), YBhg Dato’ Wan Latiff Wan Musa (CEO of Malaysia External Trade Development Corporation (MATRADE), Mr Gary Tang (President of Japan Graduates Association of Malaysia (JAGAM) & National EXCO of Malaysia-Japan Economic Association (MAJECA), Mr Chris Tan (Youth Founder of EYOUTH Asia Sdn Bhd

“There are many opportunities for young entrepreneurs to penetrate into the Japanese market, especially as the nation gears up towards the 2020 Tokyo Olympics. In fact, it is expected that more than 40 million tourists including 8 million Muslim visitors will be arriving during the prestigious sporting event, increasing demand for quality halal products. With technology, young entrepreneurs are becoming increasingly innovative in marketing their products through digital platforms – and we hope to encourage and inspire more through this youth campaign,” said YB Syed Saddiq, Minister of Youth and Sports, who is also the Youth Patron of EYOUTH.

“MyKampung Japan” is initiated through the parties’ collaboration with the Japan Graduates Association of Malaysia (JAGAM) and Malaysian Students’ Association in Japan (MSAJ). One of the key initiatives include the mobilisation of Malaysian university students in Japan to actively promote the local Malaysian Halal products and cultural heritages on digital platforms

This youth initiative is a part of the preparation for the Olympics which aims to be the first Halal-friendly Olympic Games for the Muslim tourists. This youth-led campaign also is in line with the “Digital Trade Halal Value Chain for Tokyo Olympics 2020” initiative which was launched by the Ministry of International Trade and Industry and MATRADE in collaboration with the relevant agencies on 15 August 2019. Also, MyKampung is collaborating with Keith Wong, Chief Executive Officer from Acrosx Japan Inc., who is one of the key partners for the “Digital Trade Halal Value Chain for Tokyo Olympics 2020”.

Main highlight of this initiative is the Halal culinary exchange training programme between Acrosx Japan Inc. and Majlis Sukan Negara whereby top Japanese chefs will be brought into Malaysia to be trained on halal food preparation. Keith, who is a Malaysian, appointed as a committee member in the Halal Training Expert Committee under Japan’s Ministry of Health said, “There is a huge market for halal products in Japan as the country is preparing to cater to the expected influx of Muslim visitors and athletes during the Olympics. The culinary exchange programme is a good step in enabling Japanese chefs and restaurant operators to better understand halal cuisines while getting acquainted with Malaysian agriculture ingredients and Halal resources from Malaysia. We also plan to empower the Halal ecosystem of both Malaysia and Japan, with Halal Development Corporation Bhd (HDC) as a strategic partner for Halal talent development, trade facilitation and investments”.

Bryan Loo, CEO of Loob Holding, will be appointed as the National F&B Culinary Advisor for MyKampung’s Malaysia-Japan culinary chef exchange programme to curate a MyKampung Menu using local Malaysian agriculture ingredients for top Japanese chefs to adopt in their restaurants across Japan leading up to the 2020 Tokyo Olympics. This menu, together with a listing of local halal food entrepreneurs and agriculture product suppliers, will be distributed to the Japan Chef Association as reference.

Designed as an international lifestyle destination that embodies the three guiding principles of “Smart, Livable, Sustainable”, Bell Avenue in Sunsuria City, Sepang will play host to Malaysia’s first ever MyKampung Japan festival on 18 & 19 April 2020. The festival will target young halal food entrepreneurs and agriculture suppliers as part of the culinary exchange programmes’ effort to increase Malaysian kampung brands’ exposure to international buyers. 
“Companies must adapt their work practices and business models in order to engage the youth and become more relevant to the changing consumer behaviour as the youth are more prepared to speak up, take charge and experiment with unconventional solutions and that in turn fits well with one of Sunsuria’s vision of encouraging openness to ideas, innovations and inventions”, said Tan Sri Datuk Ter Leong Yap, Executive Chairman of Sunsuria Berhad.

“It is an honour for us to anchor on our F&B expertise and serve as a national culinary advisor for this programme. With TeaLive's commitment to halal compliance combined with the innovative credentials of our executive chef, Malcolm Goh, we genuinely hope that our representation will help demonstrate the thriving potential of Malaysia's F&B scene to our international peers,” said Bryan.

During the soft launch of MyKampung Japan, Tun Dr Daim Zainuddin, Former Finance Minister of Malaysia, was also present to highlight the importance of empowering youth to be interested in agropreneurship and for big businesses to support and promote local Kampung agriculture products to a global audience. 

About EYOUTH 
EYOUTH is a youth-led not for profit social enterprise initiative based in Malaysia dedicated to empowering youth to drive digital transformation of local traditional businesses. We do so by providing a platform for youth to harness and enhance their digital skills, through talent development and engagement efforts initiated in partnership with industry leaders in the region. Our ultimate aim is to foster youth as change agents to implement entrepreneurial initiatives that will expand the presence of local traditional SMEs, or even their own businesses, on international markets by going digital.  

About SUNSURIA BERHAD 
The roots of Sunsuria Group dates back to 1990, when its founder and owner, Tan Sri Datuk Ter Leong Yap, started to develop various residential, commercial and industrial property projects within Klang Valley. Today, Sunsuria has grown into a multi-faceted and wellestablished property developer, delivering innovative, high quality properties in Malaysia. Sunsuria has embarked on a 525-acre flagship development located at Salak Tinggi, Putrajaya South with the name of “Sunsuria City”. The development is designed with the guiding principles of Smart, Livable and Sustainable. It is a freehold integrated township that will become the new international landmark with Xiamen University Malaysia, the first overseas campus of Chinese university within its vicinity. Sunsuria has been growing from strength to strength, embracing new challenges as we expand our expertise. Being a community-focused, growth and value-oriented developer, Sunsuria places reliability at the core of its operations and will continue to ensure better value creation for its stakeholders, focusing especially on our customers. 

Over the years, Sunsuria has gained recognition as among the leading property developers in Malaysia, winning notable accolades such as Focus Malaysia’s Best Under Billion Awards 2019’s Best Revenue Growth, Best Profit Growth, and the awards’ Overall Winner for 2019, The Cornerstone Award on Best Landed Property for Monet Residences by Starproperty.my Awards 2019, Property Insights Prestigious Developers Awards (PIPDA) 2018 for Best Office Development, Best Small Homes Development for Bell Suites by Starproperty.my Awards 2018, CHT Pursuit of Excellence Developer Property Award 2018, Highest Returns to Shareholders Over Three Years (Property) at The Edge Billion Ringgit Club Corporate Awards 2017, The Edge Top 30 Property Developers Award 2016-2017, Best Township Development by iProperty.com Malaysia People’s Choice Awards 2016 and Best Sustainable Township Development 2016 by Property Insights.







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