By choosing the Malayan sun bear as the VMY2026 mascot, Malaysia is bringing much-needed attention to the often-overlooked species.
In a landmark decision that intertwined national pride with environmental stewardship, Malaysia designated the Malayan sun bear as the mascot for Visit Malaysia 2026 (VMY2026).
This initiative not only shines a spotlight on one of the nation’s most unique and endangered species but also reinforces Malaysia’s dedication to global sustainability goals, particularly Sustainable Development Goal (SDG) 15: Life on Land.
The Malayan sun bear (Helarctos malayanus), the world’s smallest bear species, inhabits South-East Asia’s tropical rainforests.
Its distinctive golden or white chest patch, resembling a rising sun, makes it easily recognisable.
The sun bear remains one of the least studied bear species because of its elusive nature and preference for dense forest habitats.
These bears play a crucial role in maintaining the health of Malaysia’s forests.
As omnivores, they help regulate insect populations and disperse seeds, contributing to natural forest regeneration.
Yet, their survival is increasingly threatened by deforestation, illegal poaching for body parts used in traditional medicine, and the illegal wildlife and pet trade.
By choosing the Malayan sun bear as the face of VMY2026, Malaysia is bringing much-needed attention to this often overlooked species, encouraging conservation efforts at both national and international levels.
While the adoption of the sun bear as Malaysia’s tourism mascot is a commendable step, true conservation impact requires concrete action.
Awareness campaigns and education programmes should accompany this initiative to ensure the public understands the importance of protecting this species.
Schools, universities and conservation groups can play a pivotal role in spreading knowledge about sun bears, their ecological importance and the threats they face.
Tourism operators too must embrace sustainable and wildlife-friendly practices.
Eco-tourism should be promoted in ways that respect natural habitats rather than disrupt them.
Wildlife sanctuaries and conservation centres, such as the Bornean Sun Bear Conservation Centre in Sabah, provide excellent models for how responsible tourism can support conservation efforts while educating visitors.
Malaysia’s decision to highlight the Malayan sun bear in a national campaign sets a powerful example for other countries.
Conservation and sustainable development must go hand in hand, and integrating wildlife protection into tourism promotion is a progressive move toward this balance.
By aligning economic and environmental priorities, Malaysia demonstrates that preserving natural heritage is a moral responsibility.
The adoption of the Malayan sun bear as the VMY2026 mascot must serve as a catalyst for long-term conservation efforts.
The government, conservation organisations, businesses and the public must work together to protect Malaysia’s forests and the diverse species that call them home.
By embracing this opportunity, Malaysia can ensure that its commitment to SDG 15 is more than just a promise – it becomes a legacy of conservation, sustainability and pride for generations to come.
This initiative not only elevates the profile of a lesser-known species but also reinforces Malaysia’s commitment to achieving the SDGs (particularly SDG 15) by 2030.
As citizens and global stewards, it is our collective responsibility to support and participate in efforts that ensure the survival of the sun bear and myriad other species that share this planet.
Sheila Ramalingam
Universiti Malaya Centre of Leadership and Professional Development deputy executive director
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