Beneath the radiant coastal skyline of Kota Kinabalu, the Sabah International Convention Centre (SICC) burst to life with colour, rhythm and the vibrant hum of trade. From 31 October to 2 November 2025, BIGSABAH Sale 2025 took centre stage as a flagship international consumer showcase and regional marketplace, with a total of 650 booths across the entire centre, marking another milestone in Sabah’s business and tourism calendar. marking another milestone in Sabah’s business and tourism calendar.
Uniting Markets, Cultures and Opportunities
Held under the theme “Across Markets, Beyond Borders,” the event embodied the spirit of collaboration, creativity and community, where business met culture, local enterprises engaged with global buyers and connections transcended boundaries.
The official opening ceremony was officiated by Yang Berhormat Datuk Seri Panglima Masidi Manjun, Minister of Finance of Sabah, on behalf of Yang Amat Berhormat Datuk Seri Panglima Haji Hajiji bin Haji Noor, Chief Minister of Sabah. The hall brimmed with government dignitaries, industry leaders, corporate partners and media representatives, reflecting how BIGSABAH Sale has evolved from a local fair into a regional trade gateway bridging markets and inspiring new possibilities for Sabah’s growing economy.
BIGSABAH Sale 2025
A Marketplace Like No Other
Spanning the entire six-hectare waterfront complex of SICC, Borneo’s largest purpose-built convention, exhibition and performance venue, BIGSABAH Sale 2025 transformed over 23,000 square metres of space into a vibrant marketplace of ideas, innovation, and opportunity. Every hall, corridor and concourse came alive with energy, a tapestry of sights, sounds, and aromas, from sizzling local delicacies to the rustle of fabrics, the flash of cameras at fashion showcases, and the friendly buzz of trade negotiations.
Over three days, the event featured a record-breaking 650 exhibition booths and more than 300 vendors representing 14 countries, including Malaysia, Brunei, Thailand, Indonesia, the Philippines, China, Taiwan, Hong Kong, South Korea, Singapore, India, Pakistan, Egypt and Turkey.
Attracting over 80,000 visitors, the event brought together culinary experiences, lifestyle attractions, trade forums and cultural highlights. BIGSABAH Sale 2025 became a true celebration of commerce and culture, redefining how Sabah connects with regional and international markets.
Beyond the Booths : A Journey Through Sabah’s Heart
Level 2
Gourmet, Décor & Home Living
Level 2 pulsed with energy and flavour, a sensory journey through 515 booths (comprising of Kinabatangan Hall, Loading Bay, and Promenade) brimming with gourmet delights, local produce, décor inspirations and interior innovations.
The BIGSABAH Tamu, a modern reinterpretation of Sabah’s open-air market, showcased local entrepreneurs and artisans proudly sharing their crafts, flavour and stories.
The air was sweet with the scent of tropical fruits from the Pesta Buah-Buahan Tempatan by FAMA, where stalls overflowed with Sabah’s finest harvests, from juicy tarap to fragrant durians.
At the BIGSABAH Culinary Studio, secondary school students rolled up their sleeves alongside SICC’s culinary mentors to discover the joy of creation. Just steps away, cheers rose from the BIGSABAH Voice Finals, where talented singers took to the stage, impressing celebrity judges Stacy and Akim with their passion and talent.
Adding industry depth, the Sabah Agro-Fisheries Forum gathered regional experts and industry leaders for insightful conversations under the theme“From Farm & Sea to Regional Markets: Expanding East ASEAN’s Agro-Fisheries Potential.”
Together, these experiences transformed Level 2 into more than just an exhibition floor, it was a celebration of people, passion, and possibilities.
Level 4
Fashion, Lifestyle & Creativity
Elegance met innovation on Level 4, the Fashion, Lifestyle and Creativity zone, a vibrant space where tradition met modern flair and innovation found expression through fabric, form and purpose.
The day began with the Women in Business and Style Launch, officiated by YAB Datin Seri Panglima Datuk Hajah Juliah Salag, celebrating the strength and vision of women-led enterprises and creative leadership. The excitement continued on the third day with the Borneo Skin Management Competition, adding a touch of glamour and inspiration, spotlighting beauty entrepreneurs redefining confidence and care.
Meanwhile, Kampung Kraf Sabah, presented by the Ministry of Tourism, Culture and Environment, shone a spotlight on the intricate artistry of local craftsmanship, , from handwoven textiles to heritage-inspired designs. The Community Based Tourism Showcase by the Sabah Tourism Board added depth to the experience with another layer of storytelling, highlighting how culture, creativity, and sustainability come together to shape authentic travel experiences.Completing the level, the MAH Pavilion drew visitors with exclusive hotel promotions and lifestyle offerings, completing the journey of discovery.
With 130 booths spanning fashion, wellness and design, Level 4 was a living expression of style with purpose, where creativity empowered, entrepreneurship inspired, and every showcase told a story of passion and identity, as well as Sabah’s creative soul.
Level 5
Business, Innovation & Connectivity
Level 5 was alive with entrepreneurial energy and purposeful connections. The Business, Innovation & Connectivity Zone became a dynamic meeting ground where ideas flowed freely and opportunities took shape.
At its core was BIGSABAH Trade Connect, a dynamic B2B networking platform connecting international hosted buyers, local entrepreneurs, and key agencies such as MATRADE, INSKEN, JAKIM, and Jetsin Sdn Bhd. Throughout the sessions, connections were made, partnerships explored, and Sabah’s entrepreneurs found new pathways to regional markets and beyond.
Adding a fresh pulse of creativity, the A Platform for Regional Growth organised in collaboration with the Sabah Esports Association (PERSUES), drew young spectators and gamers into the spotlight. The energy was electric, a celebration of digital innovation, youth talent, and the growing influence of esports in Sabah’s creative economy.
More than just a business floor, Level 5 captured the essence of Sabah’s entrepreneurial drive, where ambition met innovation, a vibrant showcase of how Sabah connects ideas, industries, and inspiration on a global stage.
Memorandum of Agreement (MOA) & Understanding (MOU)
Strengthening Regional Partnerships
Beyond the vibrant displays of trade and creativity, BIGSABAH Sale 2025 became a meaningful platform for collaboration and cross-border connection. The event marked a new chapter in regional partnership with the signing of two landmark agreements that underscored Sabah’s growing role as a hub for investment and innovation in East ASEAN.
The first was a Memorandum of Agreement (MOA) between D’Heritage Sdn Bhd and Nomad Hospitality Group Sdn Bhd, unveiling the visionary Ship Hotel Project, a RM130 million waterfront development that will redefine Kota Kinabalu’s skyline. Designed as the first of its kind in East Asia, the project will feature 216 rooms, world-class dining outlets, leisure facilities, and an auditorium that complements SICC’s MICE ecosystem.
Further strengthening regional ties, a Memorandum of Understanding (MOU) was inked between the South Kalimantan Chamber of Commerce & Industry (SKCCI), Indonesia, and the Malaysian International Chamber of Commerce (MICC), Sabah Branch, reaffirming Sabah’s position as a vital bridge for East ASEAN trade, business exchange and cooperation.
These partnerships reflected the very essence of BIGSABAH Sale, not just as a marketplace, but as a catalyst for regional growth, connectivity, and shared prosperity.
A Triumphant Finale
The three-day BIGSABAH Sale 2025 concluded on a celebratory note with a Closing Ceremony graced by Yang Berbahagia Dato’ Sri Dr. Haji Sabin bin Samitah, JP, Mayor of Kota Kinabalu City. His presence marked a fitting finale to an event that had not only filled the halls of SICC with energy and excitement but also revitalised the city’s economy and entrepreneurial spirit. Commending the organisers, Dato’ Sri Dr. Sabin lauded BIGSABAH Sale for its far-reaching impact.
“ BIGSABAH Sale has evolved into a hub for regional collaboration, connecting entrepreneurs, cooperatives, and creative talents, while reinforcing Sabah as a dynamic gateway for East ASEAN and beyond. Strong partnerships between government, industry and communities are key to Kota Kinabalu’s vision of a smart, inclusive and economically vibrant city, capturing the true spirit of the event.
A Triumphant Finale
The three-day BIGSABAH Sale 2025 concluded on a celebratory note with a Closing Ceremony graced by Yang Berbahagia Dato’ Sri Dr. Haji Sabin bin Samitah, JP, Mayor of Kota Kinabalu City. His presence marked a fitting finale to an event that had not only filled the halls of SICC with energy and excitement but also revitalised the city’s economy and entrepreneurial spirit. Commending the organisers, Dato’ Sri Dr. Sabin lauded BIGSABAH Sale for its far-reaching impact.
“ BIGSABAH Sale has evolved into a hub for regional collaboration, connecting entrepreneurs, cooperatives, and creative talents, while reinforcing Sabah as a dynamic gateway for East ASEAN and beyond. Strong partnerships between government, industry and communities are key to Kota Kinabalu’s vision of a smart, inclusive and economically vibrant city, capturing the true spirit of the event.
More Than a Showcase : A Testament to Collective Effort
For Datuk Dr. Hajah Rosmawati Haji Lasuki, JP, CEO of SICC and Organising Chairperson, the success of BIGSABAH Sale 2025 reflected collective effort and shared purpose.
“ BIGSABAH Sale 2025 has truly exceeded our expectations in participation, impact, and the excitement it brought to Sabah’s economy! With 650 booths featuring local and international exhibitors from 14 countries and over 80,000 visitors, the event came alive with creativity, innovation, and inspiration. BIGSABAH Sale is more than a showcase; it is a celebration of the entrepreneurs, artisans and innovators who embody Sabah’s enterprising spirit.
More Than a Showcase :
A Testament to Collective Effort
For Datuk Dr. Hajah Rosmawati Haji Lasuki, JP, CEO of SICC and Organising Chairperson, the success of BIGSABAH Sale 2025 reflected collective effort and shared purpose.
“ BIGSABAH Sale 2025 has truly exceeded our expectations in participation, impact, and the excitement it brought to Sabah’s economy! With 650 booths featuring local and international exhibitors from 13 countries and over 80,000 visitors, the event came alive with creativity, innovation, and inspiration. BIGSABAH Sale is more than a showcase; it is a celebration of the entrepreneurs, artisans and innovators who embody Sabah’s enterprising spirit.
As the curtains closed, the sense of unity, pride, and possibility lingered, a powerful reminder that BIGSABAH Sale is not just an event, but a movement shaping Sabah’s future in the regional and global arena.
Powered by Partnership
The remarkable success of BIGSABAH Sale 2025 was made possible by an ecosystem of partners and sponsors united by a shared mission, to elevate Sabah’s presence in regional trade, tourism, and creative enterprise.
The event was organised in close collaboration with key government and tourism bodies, including the Ministry of Tourism, Culture and Environment Sabah, Sabah Convention Bureau, Sabah Tourism Board, Yayasan Sabah, and Kota Kinabalu City Hall (DBKK). Their support provided the foundation for a seamless and impactful event experience.
Major corporate backing came from Sabah Credit Corporation and Sawit Kinabalu as Main Sponsors, with Lembaga Koko Malaysia joining as Co-Sponsor. Imago Shopping Mall served as the Official Shopping Mall Partner, while Malaysia Airlines, Firefly, and MASwings took on the role of Official Airline Partners. KupiKupi FM rounded out the team as the Official Radio Partner, amplifying the event’s reach across Sabah and beyond.
Together, these partnerships created a platform where entrepreneurs, creatives, and innovators could connect, showcase, and grow, proving that collaboration is the true engine behind BIGSABAH Sale’s regional impact.
Looking Beyond Borders
As the lights dimmed on the final day and the last visitors strolled out along the waterfront, one thing was clear : BIGSABAH Sale 2025 had outgrown its name. It was no longer just a sale, it had become a symbol of Sabah’s creativity, resilience, and regional connectivity, a marketplace where communities, cultures and countries converge.
Earlier in August 2025, BIGSABAH Sale received national recognition at the Malaysia Business Events Awards (MBEA) 2025, winning the Consumer Exhibition Excellence Award (5,001–10,000 sqm category), a proud testament to its growing significance within Malaysia’s vibrant business events landscape.
Riding on this record-breaking success, SICC and its partners are already charting the path forward for BIGSABAH Sale 2026, with a renewed focus on expanding international participation, strengthening B2B trade linkages, and empower local entrepreneurs to access new global markets.
The story of BIGSABAH Sale 2025 closed not as an ending, but as the beginning of something even bigger, a shared vision for Sabah’s future, where markets truly meet beyond borders.
For more information, visit bigsabahsale.my.