Stephanie: Hey everyone, welcome back to CBN x ASEAN Watch. I’m Stephanie, and today we’re zooming in on a surprising trend in Malaysia: Chinese tourists flocking in for concerts. It’s not just about music—it’s a full-on economic and cultural wave.

Joining me is Amy, our correspondent, who’s been on the ground exploring the“concert tourism” in Malaysia. 

Amy, what’s the vibe like?

Amy: Thanks for having me, Stephanie! It’s electric! Imagine thousands of Chinese fans singing “Norwegian Forest” at Wu Bai’s concert in Kuala Lumpur. It’s more than just music—it’s a cross-border adventure. Chinese tourists are visiting Malaysia, combining concerts with travel, and it's driving a significant economic surge.

Stephanie: That sounds incredible! So why are Chinese tourists choosing Malaysia for concerts, and what’s fueling this trend?

Amy: It’s a perfect storm of advantages. First, accessibility. The visa-free policy, fully implemented on July 17, 2025, slashed barriers—tourism searches spiked 163% that day, per Tongcheng Travel. Flights are plentiful and cheap, following Malaysia's announcement of the visa-free policy. The number of flights between China and Malaysia has continued to increase.

According to data from VariFlight, by July 24, the actual number of domestic flights operating between China and Malaysia surpassed 37,556, marking a 25% year-on-year growth and a 6% increase compared to 2019.

In China, concert tickets are hard to get due to high demand, but in Malaysia, fans can score tickets without the hassle. The visa-free policy makes it even easier—cheap flights and no visa hassles make Malaysia a go-to destination for many. 

Add to that Malaysia’s large Chinese diaspora, where Mandarin is widely spoken and payments like Alipay and WeChat Pay are accepted, and it feels like a home away from home. Compared to pricier options like Singapore or less accessible spots like Thailand, Malaysia’s cost-effectiveness and cultural familiarity seal the deal. 

Stephanie: So, it’s not just about the music—it’s a full travel experience. How big is the concert scene in Malaysia right now?

Amy: Huge! 2025 is set to be a record year for concerts. By June, there were already 44 major shows, with another 32 lined up for the rest of the year. Jay Chou’s Carnival World tour drew 62,000 fans in 2024, a 37.8% increase from 2023. G.E.M.’s “I AM GLORIA” concert set a record with 65,000 attendees in one night.

Stephanie: Those are massive numbers! Let’s start with the big picture: how is this “concert tourism” trend reshaping the travel industry?

Amy: Concert tourism is rewriting the playbook for travel. It’s showing that tying cultural events to tourism can supercharge economies. From January to April 2025, Malaysia welcomed 13.4 million international visitors—a 21% jump from last year. Among them, 1.4 million were from China, making it the third-largest source market. Malaysia even surpassed Thailand in tourist arrivals during this period.

In 2024, Chinese visitors hit 3.29 million, a significant increase from 2023. In 2025, Malaysia anticipates tourism spending to reach 125.5 billion yuan (US$28.1 billion), with a target of 31.4 million international tourist arrivals, according to TTG Asia. This marks a significant increase compared to previous years.

Tourism Malaysia has set a target of 31.4 million international tourist arrivals and 125.5 billion ringgit (US$28.1 billion) in revenue for 2025.

Stephanie: Are tourists just coming for the concerts, or are they exploring more?

Amy: It’s definitely a "music + tourism" model. Following concerts in Kuala Lumpur, fans can visit to Penang or Kota Kinabalu, checking out local favorites like Jackson Wang’s nasi lemak and Julian Cheung’s bak kut teh.

Stephanie: That’s an awesome combo! Are local businesses benefiting from this?

Amy: Absolutely. First, it’s combining entertainment with travel packages. Malaysia’s Concert and Event in Malaysia Incentives (CEMI) program, launched with 10 million ringgit in 2025, offers rebates to attract global acts. This pulls in fans who spend on more than just tickets. Second, lean into social media—Xiaohongshu’s “Malaysia concert” topic has 23.7 million views, guiding fans to net-famous spots like Jackson Wang’s nasi lemak joint. Finally, cater to special forces-style travelers—fans doing quick weekend trips need flexible flights and curated experiences, like small-group cultural tours.

Local industries, especially dining and catering, are seeing the benefits. A durian shop in Penang, for example, joined Xiaohongshu to attract Chinese tourists and it’s working—the place is packed, with Chinese signs and WeChat QR codes. I also heard of a Kuala Lumpur driver learning Mandarin to chat with Chinese tourists. Malaysia’s Tourism Board predicts 5 million Chinese visitors in 2025, and they’re heavily promoting in cities like Chengdu and Qingdao to keep the momentum going. It’s fandom-driven cultural exchange, building bridges between China and ASEAN.

Stephanie: Amazing! But what’s the deeper significance for China-ASEAN ties?

Amy: This trend is a powerhouse for China-ASEAN cooperation. Economically, it’s driving Malaysia toward its US$28.1 billion revenue goal. Culturally, it fosters mutual understanding—Chinese fans learn about Malaysia’s heritage, while Malaysia gains exposure in China. This model could inspire Thailand or Indonesia.

Stephanie: Any challenges to maintaining this growth?

Amy: Well, given the convenience brought by visa-free policy and Malaysia’s affordability comparing with nearby Singapore, the influx of Chinese tourists is putting some pressure on local infrastructure—crowded restaurants, busy attractions. Businesses also need to cater to Chinese tourists’ preference for personalized experiences, like small-group tours.

Stephanie: So, what’s next for this trend? Can Malaysia keep it going?

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