The Ministry of National Unity (KPN), through the Department of Museums Malaysia (JMM), today launched a strategic collaboration with homegrown brand Thong Empire, themed “Warisan Dalam Perpaduan Pada Setiap Suapan” (Heritage in Unity at Every Meal). The launch event was held at Gallery 1, Department of Museums Malaysia.
The collaboration was officiated by the Secretary-General of the Ministry of National Unity, YBhg. Dato’ Haslina binti Abdul Hamid. The partnership, which involves the National Textile Museum, the National Museum, and Thong Empire’s brands Thong Bowl and Thong Cha Plus, aims to present heritage in a new and contemporary light.
Exclusive Heritage Products
Central to the collaboration are two exclusive product lines inspired by the museums’ rich collections, launched in conjunction with the 2026 National Day and Malaysia Day celebrations.
- Collector’s Pins: A series of six (6) collector’s pins featuring traditional textile motifs from the National Textile Museum’s collection, namely the Pucuk Rebung (Bamboo Shoot), Burung Phoenix (Phoenix), Burung Merak (Peacock), Kuda (Horse), Nabau (Serpent), and Bunga Raya (Hibiscus).
- Limited Edition Gold Coins: A commemorative gold coin celebrating Malaysia’s story. The coin features the face of the Father of Independence, YTM Tunku Abdul Rahman Putra Al-Haj, symbolizing Malaysia’s rich cultural diversity and multi-ethnic society. The coin is designed to promote the values of history, heritage, and unity that bind the nation.
A Whole-of-Government and Whole-of-Society Approach
In her speech, Dato’ Haslina binti Abdul Hamid emphasized that the collaboration reflects a whole-of-government and whole-of-society approach, a key practice in the government’s public service delivery .
“The unity agenda will not reach its full potential without the participation of the private sector as a strategic partner of the government,” she added .
The Secretary-General also noted that the Ministry views the development of heritage products as a new interpretation of national heritage, capable of connecting history with the lives of today’s generation. She highlighted that the products serve as educational tools and a means to build identity, making heritage more accessible and appealing to the youth .
Tan See Yee, Head of Marketing of Thong Empire Sdn. Bhd., expressed his appreciation to the Ministry and the Department of Museums Malaysia for the trust and cooperation. “Thong Empire started as a small local brand in 2022. From day one, we believed that heritage does not only exist in museums. It also lives in our everyday lives,” he said. He added that the campaign is more than a promotional effort; it is a contribution by a local brand to introduce national heritage to the younger generation.
Campaign Details
The “Warisan Dalam Perpaduan Pada Setiap Suapan” campaign will run at all Thong Empire outlets nationwide and will be divided into two phases:
- Phase 1: 3 August – 31 August 2026, focusing on the National Textile Museum in celebration of National Month.
- Phase 2: 1 September – 27 September 2026, focusing on the National Museum in celebration of Malaysia Day.
The Department of Museums Malaysia remains under the Ministry of National Unity and is committed to fostering more strategic collaborations to build a united, harmonious, and resilient Malaysia
