KUSKOP Strengthens National Agenda: Borneo Brands Positioned for Mainstream and Global Markets
By Mohd Khairy Abdullah @ DG Henry
KUALA LUMPUR, 15 October 2025 – Malaysia has entered a new economic phase in which cultural identity is elevated as a strategic economic asset, as the Ministry of Entrepreneur Development and Cooperatives (KUSKOP) drives efforts to expand heritage-based brands from Sabah and Sarawak into national and international markets. This initiative not only propels Borneo brands into the mainstream but also restructures the national franchise ecosystem to be more inclusive, competitive, and globally oriented.
Minister of Entrepreneur Development and Cooperatives, Datuk Ewon Benedick, emphasized that the strategic collaboration between SugarBun and Sedaplycious Sdn. Bhd. demonstrates the capacity of regionally-inspired brands to evolve from community labels into national champions, and ultimately, global economic ambassadors for Malaysia. 
“This launch is more than introducing a new product—it is the presentation of East Malaysian heritage as part of Malaysia’s strategic economic strength. The future of entrepreneurship in Malaysia lies in our ability to transform cultural identity into high-value economic capital,” he said during the launch of Sabacco Tuhau Wild Ginger Chilli Sauce and the signing of a regional development agreement between SugarBun and Sedaplycious at Hyatt Centric Kuala Lumpur.
SugarBun, an iconic franchise brand founded in Sarawak more than 40 years ago, now operates over 90 outlets across Malaysia, Brunei, and overseas markets. Supported by Pernas under KUSKOP, this franchise expansion creates new opportunities for Borneo Bumiputera entrepreneurs while strengthening local participation in the national franchise sector.
KUSKOP, through Pernas, is committed to advancing Malaysia’s franchise ecosystem by:
- Providing inclusive and accessible franchise financing
- Building entrepreneurial capacity through structured mentorship
- Strengthening inter-regional business networks
- Positioning heritage-based products for mainstream and export markets
“Every successful local brand is part of the nation’s broader economic transformation agenda. We want Malaysian products to evolve from community enterprises to global platforms,” Ewon added.
The launch of the Tuhau Wild Ginger Chilli Sauce—derived from an indigenous plant deeply rooted in Kadazan-Dusun culture—marks a significant shift: transforming ethnic heritage from a cultural symbol into a high-value economic commodity.
“Cultural innovation demonstrates that heritage is not merely for preservation; it is a strategic economic resource capable of positioning Malaysia in the global market for high-value-added products,” said Ewon.
This initiative has the potential to place Tuhau as one of Malaysia’s next export icons, aligned with national aspirations to grow the halal industry, the culinary tourism sector, and the creative economy on the world stage.
The event was attended by key leaders of the national franchise industry, including Pernas Chief Executive Officer Datuk Nor Azam M. Taib; SugarBun and Borneo Oil Berhad Managing Director Datuk Joseph Ambrose Lee; and Sedaplycious Founder Sean Leong Kah Meng—symbolising strategic alignment between the public and private sectors to strengthen Malaysia’s franchise competitiveness.
“This collaboration marks the beginning of a new wave—bringing the flavours of Borneo to the world and positioning Malaysia as a nation defined by cultural richness and economic innovation,” Ewon concluded.
Through this strategic initiative, KUSKOP is not only expanding economic opportunities for the people of Sabah and Sarawak, but also reinforcing Malaysia’s position as a leading player in the global franchise value chain and cultural-based economic diplomacy.
