ANDONG, REPUBLIC OF KOREA: Sabah took centre stage in the Republic of Korea as part of Malaysia’s participation as the Guest Country at the Andong International Maskdance Festival 2026, providing a major international platform to showcase the state’s cultural heritage and tourism offerings.
The festival, which brings together participants from 22 countries, is marking its 30th anniversary this year and is projected to attract more than 1.6 million visitors over its 11-day run, with organisers expanding its international reach to draw more overseas visitors.
Sabah Minister of Tourism, Culture and Environment Datuk Jafry Ariffin said Malaysia’s Guest Country status placed Sabah before a significant international audience and created valuable opportunities to strengthen tourism, cultural and people-to-people exchanges with the Republic of Korea.
“Being part of Malaysia’s presence as Guest Country gives Sabah an important platform to bring our culture and tourism directly to the Korean and international audience.
“With 22 countries participating and more than 1.6 million visitors projected throughout the festival, this is a valuable opportunity to increase Sabah’s visibility and introduce our destination to a much wider international market,” he said.
Jafry said culture has a unique ability to connect people beyond language and borders.
“We are here not only to showcase Sabah, but to build lasting relationships and create opportunities for deeper cooperation between Sabah and Andong,” he said.
His remarks were delivered on his behalf by Dr Cleopatra @ Clare Asing, Deputy Permanent Secretary II of the Sabah Ministry of Tourism, Culture and Environment, during Malaysia Guest Country Day at the festival on Saturday.
The event was attended by Andong Mayor Kwon Ki Chang, representatives of the Andong City Council and the Korean Foundation for Cultures and Ethics, as well as international guests.
Throughout the festival, Sabah is showcasing its diverse ethnic heritage through cultural performances, traditional crafts and its pavilion, alongside promotions highlighting the state’s nature-based and cultural tourism attractions.
“This is an opportunity for the people of Korea and international visitors to experience a glimpse of Sabah, our culture, traditions, destinations and, most importantly, the warmth of our people.
“We hope this will serve as a meaningful foundation for stronger cultural and tourism exchanges and bring our communities closer together,” Jafry said.
He also expressed appreciation to Andong City and the Korean Foundation for Cultures and Ethics for providing Malaysia and Sabah with the international platform, adding that Sabah looks forward to building stronger engagement with Andong and the Korean tourism market.
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