Malay Mail targets Chinese readers with standalone news portal

Malay Mail has rolled out a Chinese-language news portal, Cincai News, covering everything from politics and lifestyle to food. Previously hosted on as a sub-section known as MMOC, the company feels it is time for Cincai News to become a standalone news portal due to its rapid growth in traffic and popularity among Malaysian Chinese.

Cincai News also features better user interface, user experience and easier accessibility, the press statement read. According to Cincai News editor Pern Kuan Keong, the website's name has a double meaning. When written in Chinese, the name means "casual", while colloquially, Cincai is also homophonic to "wonderful". Pern added that it aims to give readers clear, sensible and reliable information from various trustworthy sources.

Malay Mail's editor-in-chief, Datuk Wong Sai Wan, said the Chinese market is an important part of the company's expansion in its digital strategy. "As a responsible news organisation, it is important for us to address our readers in different languages," he said.

A+M has reached out to Malay Mail for comment on Cincai News' marketing initiatives.

The launch of Cincai News marks the latest initiative under Malay Mail’s digital media strategy. Last month, it announced it will be ceasing its print edition on 1 December 2018, going fully digital. Datuk Wong described the move to be “a change of business direction”, adding that the company is “going into the full gamut of the digital business from content to marketing”.

He also told A+M in a statement then that venturing into the the digital and multimedia business is “a completely new business” for the company, and it intends to acquire new assets and form alliances to enable it to compete and trade with a higher readership.

Meanwhile, earlier this year, the Malay Mail launched the Malay-language portal and revamped its main portal