ANDONG, South Korea: Sabah is taking centre stage in the Republic of Korea as Malaysia assumes Guest Country status at the Andong International Maskdance Festival 2026.
Now in its 30th year, the 11-day festival brings together 22 countries and is expected to draw more than 1.6 million visitors.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the platform puts Sabah directly before a major international audience and opens new avenues for tourism, cultural and people-to-people exchange with Korea.
“Being Guest Country gives us a rare opportunity to bring Sabah’s culture and tourism directly to Korean and international visitors,” said Jafry.
“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,” he said.
“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,” he added.
Jafry’s remarks were delivered by Tourism, Culture and Environment Ministry permanent secretary II Dr Cleopatra @ Clare Asing at Malaysia Guest Country Day on Saturday.
The event 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 its 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.
“We hope this lays the foundation for stronger cultural and tourism exchange and brings our communities closer,” said Jafry.
He thanked Andong City and the Korean Foundation for Cultures and Ethics for the platform and said Sabah looks forward to stronger engagement with Andong and the Korean market. – Wu Vuide
Dr Cleopatra exchanges mementos with Kwon during the Andong International Maskdance Festival 2026.
