BIGSABAH SALE 2026 Targets 100,000 Visitors as Sabah’s Homegrown Exhibition Expands into Regional Trade Marketplace | “Across Markets, Beyond Borders” to Strengthen Sabah’s Business Connections Across East ASEAN

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KOTA KINABALU, 28 September 2026 — BIGSABAH Sale 2026 is set to return to the Sabah International Convention Centre (SICC) from 30 October to 1 November 2026, featuring more than 600 booths and targeting over 100,000 visitors over three days.

The announcement was made today at the BIGSABAH Sale 2026 Press Conference by Datuk Dr. Hajah Rosmawati Haji Lasuki, Chief Executive Officer of SICC and Organising Chairperson of BIGSABAH Sale 2026.




Following the momentum of BIGSABAH Sale 2025, which attracted 80,615 visitors and 650 booths, this year's edition is positioning itself beyond a conventional shopping event. The 2026 edition aims to bring together consumers, entrepreneurs, small and medium enterprises (SMEs), established brands and business players from Sabah and beyond, with a stronger emphasis on business engagement, B2B connections and regional market access.

“We are not simply looking to attract a bigger crowd. Our ambition is to create greater value from the platform we have built. A successful exhibition should not be measured only by the number of people who walk through its doors, but also by the business it generates, the relationships it creates and the opportunities that continue beyond the exhibition.”

From Shopping Event to Regional Marketplace

The theme for BIGSABAH Sale 2026, “Across Markets, Beyond Borders,” reflects Sabah's strategic position within East ASEAN and its geographical and economic links with Brunei, Indonesia and the Philippines.

The organisers said the event aims to provide Sabah businesses with greater access to regional markets while positioning Sabah as a platform where businesses from outside the state can introduce their products, reach new customers and identify potential business partners.


While BIGSABAH Sale retains its strong Business-to-Consumer (B2C) foundation, the 2026 edition will place greater emphasis on Business-to-Business (B2B) engagement.

Through business matching and trade-focused programmes, exhibitors will have opportunities to connect with potential buyers, distributors, retailers, importers, investors and strategic partners, creating business relationships that can continue well beyond the three-day event.




As highlighted during the press conference, B2C provides businesses with customers, while B2B can open doors to markets. A meaningful business connection established during the exhibition can potentially create opportunities extending far beyond retail transactions.

Exhibitions as Economic Drivers

The organisers also highlighted the wider economic contribution of exhibitions to Malaysia's Business Events industry.

According to the Malaysia Convention & Exhibition Bureau (MyCEB), 194 business events involving 341,182 delegates in the first half of 2026 generated an estimated RM1.81 billion in economic impact.

Datuk Dr. Rosmawati also acknowledged the continued efforts of MyCEB, the Sabah Convention Bureau and the Malaysian Association of Convention and Exhibition Organisers and Suppliers (MACEOS) in strengthening Malaysia's Business Events industry and creating greater opportunities for businesses and destinations.




BIGSABAH Sale 2026 is expected to contribute to Sabah's tourism momentum as well.

Sabah recorded 3.79 million visitor arrivals in 2025, representing a 20.8 per cent year-on-year increase, and is working towards the target of four million visitor arrivals under Visit Malaysia 2026, while preparing for Visit Sabah 2027.

The state recorded 2,556,823 visitor arrivals in the cited period, including 600,546 international arrivals, which grew by 6.9 per cent.

“The value of an exhibition should not only be measured by attendance. It should be measured by conversion,” said Datuk Dr. Rosmawati.



Exhibitors, buyers and business delegations generate economic activity across multiple sectors, including accommodation, transportation, food and beverage and other local services. At the same time, relationships established during exhibitions can continue to generate opportunities after the event has ended.

A Programme Designed for Business, Lifestyle and Community

BIGSABAH Sale 2026 will feature a diverse programme designed to appeal to families, entrepreneurs, professionals, young people and creative communities.

Among the programmes and activities planned are:

  • Big Bad Wolf Book Fair

  • Business Scale-Up Bootcamp

  • 5th Edition of CULT – Car Culture Festival 2026

  • Agro Forum and Trade Connect

  • Fashion shows

  • Portrait photography

  • Elite Presence Workshop

  • Royal & VVIP Protocol Workshop

  • Dining Etiquette Workshop

  • Esports and talent competitions

  • And various other programmes and activities

The broad programme line-up reinforces the event's evolution from a traditional shopping exhibition into a platform combining commerce, lifestyle, entrepreneurship, networking, entertainment and business development.

Looking Beyond Sabah

Looking ahead, the organisers aim to grow BIGSABAH Sale into a recognised consumer and trade marketplace in East ASEAN, drawing lessons from established international exhibitions such as the Canton Fair, where buyers and sellers return year after year to build business relationships and explore new market opportunities.

The long-term vision is for businesses to eventually view BIGSABAH Sale as an important marketplace where they can connect with customers, discover partners, expand their networks and explore regional opportunities.

As the organisers emphasised, the ambition is not simply to make BIGSABAH Sale bigger, but to make it more meaningful for businesses.

“We want businesses to eventually say, ‘We need to be at BIGSABAH Sale because this is where we meet the market.’ Bigger must mean greater impact — greater opportunities for our SMEs, stronger regional participation, more Sabah products reaching new markets, and more economic activity for the state.”

The organising committee expressed its appreciation to the Sabah State Government, relevant agencies, sponsors, strategic partners, exhibitors and members of the media for their continued support in developing BIGSABAH Sale as a growing platform for business, trade and consumer engagement.

BIGSABAH SALE 2026 | EVENT AT A GLANCE

Event: BIGSABAH Sale 2026
Theme: Across Markets, Beyond Borders
Dates: 30 October – 1 November 2026
Venue: Sabah International Convention Centre (SICC), Kota Kinabalu
Target: More than 100,000 visitors
Booths: More than 600

BIGSABAH Sale is a homegrown consumer and trade exhibition held annually at the Sabah International Convention Centre. Established to provide local businesses with a strong platform and create a major shopping experience for Sabahans, the event has evolved into a marketplace connecting consumers, entrepreneurs, SMEs and established brands from Sabah and beyond, with an increasing focus on B2B business matching and regional market access.

Location: Kota Kinabalu, Sabah, Malaysia

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