ANDONG, South Korea: 26 September 2026
Sabah took centre stage in South Korea as Malaysia takes Guest Country status at the Andong International Maskdance Festival 2026.
Now in its 30th year, the 11-day festival brings together 22 countries. Organisers expect more than 1.6 million visitors.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the platform puts Sabah directly before an international audience and opens new avenues for tourism, cultural and people-to-people exchange.
“Being Guest Country gives us a rare opportunity to bring Sabah’s culture and tourism directly to Korean and international visitors,” he said.
“With 22 countries and 1.6 million visitors, this is how we increase Sabah’s visibility and introduce our destination to a much wider market.”
“Culture connects people beyond language and borders. We are here not just to showcase Sabah, but to build lasting relationships and deeper cooperation with Andong.”
His remarks were delivered by the ministry’s permanent secretary II, Dr Cleopatra @ Clare Asing, on Malaysia Guest Country Day.
The ceremony was attended by Andong mayor Kwon Ki Chang, representatives of Andong City Council and the Korean Foundation for Cultures and Ethics, and international guests.
Throughout the festival, Sabah is presenting its ethnic diversity through cultural performances, traditional crafts and a dedicated pavilion promoting nature-based and cultural tourism.
“This is a chance for Korean and international visitors to experience Sabah — our culture, traditions, destinations and the warmth of our people,” Jafry said.
“We hope this lays the foundation for stronger cultural and tourism exchange and brings our communities closer.”
He thanked Andong City and the foundation for the platform and said Sabah looks forward to deeper engagement with Andong and the Korean market.
