STB chairman Datuk Joniston Bangkuai with Life Water Berhad chairman Datuk Petrus Gimbad (3rd left). Also in photo are Life Water executive director Chin Lee Ling, its managing director Liaw Hen Kong, and STB marketing manager Bobby Alex (from left to right).
KOTA KINABALU : – Homegrown public-listed company Life Water Berhad has proposed a potential collaboration with the Sabah Tourism Board (STB) to promote Sabah through its products.
During a courtesy call with STB Chairman Datuk Joniston Bangkuai on Wednesday, Life Water expressed interest in featuring Sabah’s elements of culture, nature, and adventure on its beverage packaging.
This initiative aims to integrate tourism promotion into everyday consumer products to create greater visibility for the state.
Led by its Chairman, Datuk Petrus Gimbad, Life Water also planned to work with local communities to promote community-based tourism initiatives and produce videos to showcase Sabah’s iconic tourism spots.
Present during the meeting were Life Water managing director Liaw Hen Kong, its executive director Chin Lee Ling, and STB marketing manager Bobby Alex.
Life Water, one of Malaysia’s top three mineral water producers, markets its products, including K2 mineral water and carbonated drinks, throughout Sabah, Sarawak, and Brunei.
Welcoming the proposal, Joniston described it as a creative way to align with the ongoing Explore Sabah campaign, which highlights the state’s unique offerings in culture, adventure, and nature.
He emphasised that partnerships like this are key to amplifying promotional efforts and enhancing Sabah’s visibility as a must-visit destination, particularly in conjunction with Visit Malaysia 2026.
“STB is open to collaborations with the private sector that contribute to the growth of tourism and bring broader benefits to the state,” Joniston said.
He added that such initiatives showcase how private businesses can play a valuable role in supporting local tourism and fostering awareness of Sabah’s unique attractions.
