The Malayan sun bear, recently unveiled as the official mascot for Visit Malaysia Year 2026, is winning hearts with its cuddly appearance — but the real story runs much deeper.

For Dr Wong Siew Te, founder of the Bornean Sun Bear Conservation Centre (BSBCC) in Sabah, the moment marks a breakthrough in wildlife advocacy.

“Ini kali lah,” he said, smiling. “This is the moment when the world will finally get to know the sun bear.”

While the mascot’s golden crescent and playful charm have captured public attention, Wong hopes it will spark broader recognition for the world’s least-known bear species — native to Malaysia but rarely seen even in the wild.

The decision to spotlight the sun bear as a tourism icon was not made lightly. Datuk Shaharuddin Abu Sohot, Secretary-General of the Ministry of Tourism, Arts and Culture, visited the BSBCC to understand the species firsthand before proposing it to the Cabinet. In January, the government officially named the sun bear the face of Visit Malaysia 2026, with two mascots introduced: Wira and Manja.

For Wong, the mascot signals a turning point — both in public awareness and in national commitment to conservation. At the BSBCC, sun bears rescued from poaching or captivity are rehabilitated in forest enclosures where they can thrive naturally.

Sun bears are known as “forest engineers” for their role in maintaining biodiversity, but they remain endangered due to habitat loss and illegal hunting.

Wong believes sustainable tourism can change that narrative. “Thriving tourism creates jobs and improves livelihoods. When people have better living conditions, they are less likely to turn to illegal activities like poaching,” he explained.

While mindful of overtourism, Wong is optimistic. “If you plan well, everything will run smoothly. And too few tourists means less income and fewer reasons for locals to protect wildlife.”

For now, Wong sees the sun bear mascot as more than a symbol. “The forests and wildlife have no voice. But maybe now, through this mascot, their story can be told.”