KUCHING: The Borneo International Consumer Expo (BICE) is not merely a marketplace or commercial gathering, but a strategic platform to promote consumer awareness and strengthen business development, including in the remote interiors of Borneo.
Deputy Premier Datuk Amar Dr Sim Kui Hian said the expo forms part of Sarawak’s long-term nation-building strategy to position the state as a regional hub for green energy, high-value services and empowered consumers.
“This expo is not just about buying and selling. It is a strategic platform to promote consumer awareness and to help improve business, even in the jungles of Borneo,” he said in his closing address at BICE 2026 at the Metrocity Convention Centre here today.
Dr Sim said Sarawak’s expanding international profile and improved connectivity would naturally attract consumers and investors to the state.
“We want Sarawak to be a place where everyone knows about us, comes to us and does business with us. That is why we hope BICE will be held annually,” he said, adding that the expo aligns with Sarawak’s long-term development roadmap.
He said BICE goes beyond trade promotion by providing a platform for engagement between policymakers, industry players and regulatory bodies, including the Ministry of Domestic Trade and Cost of Living (KPDN), to strengthen consumer protection and business standards.
“With increasing digitalisation, consumers today face growing risks, particularly from scams and unsafe products. Enforcement alone is not enough – consumers and businesses must be educated and responsible,” he said.
Dr Sim emphasised that consumer awareness is key to building a safer and more resilient market ecosystem, noting that BICE plays a vital role in empowering consumers through knowledge while encouraging businesses to adopt effective standards and best practices.
He challenged local industries to aim beyond global benchmarks, saying there was no reason for Borneo’s standards to be lower than international standards.
“Why should Borneo standards be lower than international standards? There is no reason. In fact, our standards can be better,” he said.
