KOTA KINABALU: BIGSABAH Sale is positioning itself as more than a consumer exhibition, with a focus on helping Sabah businesses build connections and reach regional markets, said Sabah International Convention Centre (SICC) chief executive officer Datuk Dr. Rosmawati Lasuki.
Speaking at the official launch of BIGSABAH Sale 2026, Rosmawati said the event’s theme, “Across Markets, Beyond Borders,” reflects its ambition to create opportunities for local entrepreneurs beyond the exhibition floor.
“Expanding into international markets does not necessarily mean starting with distant destinations. In many cases, the first step can begin with our neighbouring countries, where established trade and cultural ties provide a strong foundation for business expansion,” she said.
Rosmawati, who chairs the event’s organising committee, said BIGSABAH Sale had grown since its launch in 2023 from a consumer fair into a homegrown exhibition with an expanding international presence.
Last year’s event attracted 80,615 visitors and featured 650 exhibition booths. This year, organisers are aiming for more than 100,000 visitors and over 600 booths, with participation from international markets and 10 states across Malaysia.
Rosmawati said the event’s success should be measured not only by visitor numbers, but also by the business outcomes it generates—including new connections, buyers and market opportunities for local products.
She urged entrepreneurs and producers to use the event to understand market demand, build networks and follow up on contacts to develop lasting business relationships.
The 2026 programme includes the Big Bad Wolf International Book Fair, AI Business Scale-Up Bootcamp, CULT – Car Culture Festival, Agro-Forum, Trade Connect, fashion shows, workshops, esports activities and talent competitions.
Rosmawati said the programme, developed with industry associations, event organisers, exhibitors and strategic partners, was intended to bring together businesses, families and industry professionals while generating greater exposure and economic value for participants.
She also highlighted Sabah’s position within the Brunei Darussalam–Indonesia–Malaysia–Philippines East ASEAN Growth Area, saying the state’s geographical, economic and cultural links with neighbouring countries offer opportunities for local small and medium-sized businesses.
“Together, we can expand regional participation, strengthen business connections and help more Sabah businesses access opportunities beyond our borders,” she said.
Rosmawati said the long-term goal was to establish BIGSABAH Sale as a recognised trade and consumer marketplace in East ASEAN.
Also present during the event were Datuk Ceaser Mandela, Assistant Minister to the Chief Minister of Sabah, representing the Chief Minister of Sabah; Bapak Noorman Effendi, Consul General, Consulate General of the Republic of Indonesia, Kota Kinabalu; Noraarney Abdullah Apoh, Vice Consul, Consulate General of Negara Brunei Darussalam; Madam Xue Xiaoning, Deputy Consul General, Consulate General of the People’s Republic of China, Kota Kinabalu, Datuk Josie Lai, Permanent Secretary, Ministry of Tourism, Culture and Environment Sabah; Budirman Daud, Chief Operating Officer, Yayasan Sabah Group, Dato’ Indera Mahmud Mohd Nawawi, Chief Executive Officer, Yayasan Pahang and members of the diplomatic and consular corps.-BNN
