Malaysia's Maybank branch becomes hotspot for Chinese tourists

People posing in front of a branch of Malaysia's Maybank in Kota Kinabalu city, which has become a popular destination among Chinese tourists. Photo from Maybank's Instagram

The Straits Times notes that the trend was sparked when images of the Maybank branch on Gaya Street in Kota Kinabalu went viral on Xiaohongshu, a Chinese social media platform.

Speculation on online forums such as Reddit suggests that the popularity may have been initiated by a celebrity, though unnamed, who took a photo at the site, as reported by The Star. Other online commentators jokingly noted that the tourists were simply making the most of a few attractions.

However, Chan Foong Hin, the Member of Parliament for Kota Kinabalu, discovered that the bank’s bright yellow color and the strategic placement of its signboard at an intersection were key attractions for tourists after visiting the site on Saturday and talking to visitors.

"I couldn't understand it also," he remarked. "But they told me that it was because of the bright yellow color and the location of the signboard at an intersection."

He further noted that this trend highlights Kota Kinabalu’s abundant tourism potential and the city’s open welcome to visitors.

AirAsia CEO Tony Fernandes also recognized the site’s popularity, as he visited on Aug. 13 to "continue the [location’s] virality."

"Anything that can promote Sabah is good for me," Fernandes said during his visit.

Dr. Hamza Shahab, an assistant professor of digital marketing at the University of Nottingham Malaysia, commented on the trend as a reflection of changing patterns of tourist behavior, where "more ordinary settings" rather than "traditional tourism images" are sought after.

The trend has encouraged Malaysians to explore their own country, leading them to visit and share their experiences at Gaya Street online.

Maybank has also leveraged this trend by using images of the branch in its promotional materials. The local city council has committed to maintaining the site to ensure it continues to attract tourists.

Additionally, a nearby branch of Singapore’s OCBC Bank with a striking red signboard has reportedly started to attract tourists as well.