MIRI: Miss SHOPhia Happy Hour returns under Malaysia Mega Sale Campaign (MMSC) 2025 to boost domestic and international tourism, positioning Miri as a lively shopping and cultural destination ahead of Visit Malaysia 2026 (VM2026).
The event, organised by Tourism Malaysia, will feature two vibrant weekends of retail promotions, cultural performances, and family-friendly entertainment at Permaisuri Imperial City Mall from July 11 to 13 and Bintang Megamall (July 25 to 27).
Tourism Malaysia said the event was launched yesterday (July 12) at Permaisuri Imperial City Mall by Tourism Malaysia Sarawak director Rubiah Tul’Adwiyah Md Yusof.
During the daily Miss SHOPhia Happy Hour from 7.30 pm to 9.30 pm, visitors can enjoy flash sales and instant rewards.
“Shoppers who spend a minimum of RM250 in two receipts on the same day will be eligible to win prizes such as Miss SHOPhia merchandise, shopping vouchers, and gifts from campaign partners.
“Adding to the excitement, the main stage will feature nightly cultural performances, including traditional Sarawak dances, flash mobs, and live quizzes.
“Children’s fun zones with colouring activities and games will also be available, featuring appearances by Miss SHOPhia and the VM2026 mascots,” it said in a press release recently.
Additionally, a Travel & Community Fair will run concurrently, showcasing tourism products and experiences from across Malaysia.
“Exhibitors include Borsarmulu Park Management, Pullman Hotels, Ibis Melaka, local craft artisans, and travel agents,” it said.
The event was made possible through collaboration with Permaisuri Imperial City Mall, Bintang Megamall, local retailers, tourism agencies, and small business communities.
Promotional efforts are supported by Tourism Malaysia’s digital platforms, regional partners including the Tourism Malaysia Brunei Office, and national media.
As part of the broader Malaysia Mega Sale Campaign 2025, the event supports Malaysia’s positioning as a premier shopping, lifestyle, and cultural destination.
For the record, from Jan to Apr 2025, the country recorded 13.4 million international visitor arrivals, a 219 percent increase compared to the same period last year.
Malaysia is on track to meet its target of 43 million international arrivals and RM283.8 billion in tourism receipts by the end of 2025.
