TOURISM Malaysia has teamed up with Keretapi Tanah Melayu Bhd (KTMB) and Oriental Kopi to bring Malaysian coffee culture onto the country’s Electric Train Service (ETS) network through a new tourism initiative.
The collaboration, known as “Kopi Malaysia, Kini Dalam Tren”, was officially launched today in conjunction with Visit Malaysia 2026–2027 (VM2026–2027).
The initiative will introduce ETS passengers to Oriental Kopi’s signature Malaysian coffee offerings, giving domestic and international travellers an opportunity to experience a familiar part of the country’s food culture during their journeys.
Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said the collaboration would bring Malaysian culture closer to travellers through an everyday experience that was distinctly local.
He said discovering Malaysia involved more than visiting tourist attractions, as local food and beverages also offered visitors an insight into the country’s culture.
“By introducing Malaysian coffee into the ETS journey, travellers can experience the country through its food culture,” he said.
He added that the initiative supported the tourism agenda under VM2026–2027 by highlighting culinary offerings that had long been part of Malaysians’ daily lives.
Oriental Kopi managing director Datuk Calvin Chan said the collaboration would allow the brand to introduce Malaysian flavours to travellers, whether they were locals returning home or international visitors exploring the country.
“Oriental Kopi has always been about sharing the Malaysian taste. It may begin with a simple cup of coffee, but behind it is a story of our local culture and the flavours we hope more people will experience and remember,” Chan remarked.
Chan said the partnership would bring that experience into railway journeys, allowing passengers to enjoy a taste of Malaysia while travelling between destinations.
KTMB group chief executive officer Datuk Azlan Shah Al Bakri said the collaboration reflected the railway operator’s efforts to improve the ETS passenger experience by introducing more local offerings.
He said a railway journey should be about more than getting passengers to their destinations, with the experience along the way also playing an important role.
“By bringing a well-known Malaysian coffee brand on board, we are also creating an opportunity to showcase our local identity to both domestic and international travellers,” he added.
Azlan added that KTMB hoped the initiative would make journeys more enjoyable and memorable while encouraging more people to choose rail as their preferred mode of transport.
The partnership also seeks to leverage Malaysia’s food culture as a tourism attraction, with local cuisine and beverages offering visitors an accessible introduction to the country’s way of life.
Tourism Malaysia said the country welcomed 32.3 million international visitors from January to September 2026, while domestic visitor numbers reached 151.6 million in the first half of the year.
Through the initiative, passengers can experience a familiar Malaysian flavour as part of their train journey, whether travelling for work, visiting family or exploring other states.
For international visitors, the offering provides another opportunity to discover local food culture, while Malaysians can enjoy a familiar taste during their journeys.
The collaboration brings together Tourism Malaysia, Stesen, KTMB and Oriental Kopi to combine rail connectivity with local food culture as part of efforts to promote Malaysia under VM2026–2027.
The initiative aims to make the railway journey itself part of the visitor experience, with a cup of Malaysian coffee offering travellers another way to connect with the country. ‒Nov 5, 2026
