Malaysia Airports doubles down on retail with ShopLAH push for VM2026

As Visit Malaysia 2026 (VM2026) gathers pace, Malaysia Airports (MAHB) is sharpening its focus on retail with the expansion of its ShopLAH campaign, positioning airport shopping as a key lever to drive tourism spend and elevate the visitor experience.

Framed as an always on airport retail experience, ShopLAH integrates shopping, dining and cultural storytelling into the passenger journey across Malaysia Airports’ international network. The initiative aims to transform airports from transit hubs into active contributors to the country’s tourism economy, encouraging higher passenger spend while spotlighting Malaysian brands at key gateways.

MAHB's managing director Mohd Izani Ghani said the campaign reflects the operator’s role in shaping visitors’ first and last impressions of the country. “It enhances the passenger travel experience while strengthening our commercial ecosystem through close collaboration with concessionaires, local brands and the creative community. By activating airport retail as part of the journey, we are reinforcing our airports as gateways that connect tourism, business and Malaysian identity, in line with our broader aim to position Malaysia as the most connected country in Asia Pacific," he explained.

Don't miss: LEGO builds ‘mini airport within an airport’ to welcome travellers to Malaysia

The strategy is backed by strong performance numbers, the brand shared. In 2025, Malaysia Airports recorded 104.5 million passenger movements across its local network. Retail activity followed suit, with total sales transactions reaching about 44 million, marking a 28.8% year on year increase.

Growth has been fuelled in part by a stronger presence of homegrown brands that deliver a distinct sense of place. Names such as Oriental Kopi, Kapten Batik, Serai, Jibby Chow and Little Malaysia have strengthened the airport retail mix. Food and beverage sales rose 19% year on year, while the gifts and souvenirs category surged 42%, emerging as the fastest growing retail segment. Within chocolate and confectionery, Malaysian brands now account for 33% of the overall chocolate category.

Looking ahead to VM2026, the operator is introducing a Tourist Privilege Card, integrated into the MYAirports App. The digital card will offer instant discounts, shopping privileges and rewards across participating retail and food outlets, adding tangible value for international visitors.

ShopLAH is also leaning into experiential retail. Limited edition foldable duty free bags, created in collaboration with Malaysian artists Hsieying, Kideika, Daisy Dalia and Afi Sulaiman, serve as collectible keepsakes. Each design reflects elements of Malaysia’s culture, heritage, urban life and food, delivered in sustainable and reusable formats. Selected collaborations with global brands such as LEGO further position the airport as a space of discovery.

Earlier in January, LEGO Group has launched an immersive brand experience in collaboration with Malaysia Airports Holdings. Timed to support Visit Malaysia 2026 (VM2026), the “Let’s go Malaysia 2026” campaign transforms a section of KLIA into what LEGO calls a “mini airport within an airport”, blending creative play, cultural storytelling and retail into a single experiential activation.

Running from now until 30 June 2026, the installation invites travellers to explore Malaysia’s landmarks and heritage through large-scale LEGO builds and interactive zones.

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