Over 120 influencers from 20 nations vie for Asia2026 title, $10,000 prize on offer

MALAYSIA (JOHOR, NEGERI SEMBILAN, PERAK, KUALA LUMPUR, TERENGGANU, PAHANG, LANGKAWI, PENANG, PERLIS, SABAH), 11 OCTOBER 2026 —

More than 120 influencers from 20 countries are locked in fierce competition for the title of Malaysia’s top digital storyteller in the All Star Influencers Award 2026 (ASIA2026), with the overall winner set to claim a $10,000 cash prize and an international travel package.

The contest, now in its fourth year, has evolved into a high-stakes platform for global creators to showcase Malaysia’s tourism, culinary, and cultural offerings—while pushing the boundaries of digital content creation under the watchful eyes of judges and millions of online viewers.

The stakes are higher than ever, according to Dato’ Abd Rahman Soltan, founder of the ASIA awards, who told Reuters that this year’s competition is the most diverse and competitive yet, pitting first-time participants against seasoned influencers in a battle for creativity, consistency, and authenticity. "The quality of content this year is exceptional—we’re not just looking at follower counts but how well they engage with Malaysia’s real experiences," he said.

"Deciding the winners won’t be easy, especially with so many fresh talents joining the mix."

A Global Lineup, 13 Categories, and Malaysia’s Hidden Gems Participants hail from Malaysia, Indonesia, Thailand, Japan, South Korea, China, India, Russia, Saudi Arabia, Vietnam, and Singapore, among others, with each creator tasked with producing high-quality digital content across 13 distinct categories, including: - Best Gourmet Story Award (for culinary storytelling) - Best Storyteller Award (narrative depth and engagement) - The People’s Choice Award (voted by global audiences) - Best Culture Curator Award (cultural preservation and promotion) - Best Comedy Maestro Award (entertainment value)

Unlike past editions, this year’s influencers have been immersed in Malaysia’s lesser-known destinations, traveling through Johor, Negeri Sembilan, Perak, Kuala Lumpur, Terengganu, Pahang, Langkawi, Penang, and Perlis before culminating in Sabah. The journey is designed to move beyond clichés, forcing creators to authentically capture local traditions, hidden gems, and gastronomic delights—all while competing for attention in an oversaturated digital space.

"This isn’t just a contest—it’s a mission to redefine how the world sees Malaysia," Abd Rahman explained. "We want these influencers to fall in love with our destinations, then share those genuine experiences with their global followers. Every video, every post, is a chance to attract tourists who might otherwise overlook Malaysia."

500 Million Views and a Viral Campaign The campaign’s reach has already surpassed expectations, with the official hashtag #AllStarInfluencersAward2026 amassing over 500 million views across digital platforms—a figure Abd Rahman called "a testament to Malaysia’s growing appeal as a content destination." "We expect engagement to climb further as the finalists’ work gains traction," he added. "The goal is to turn these creators into ambassadors who can drive real tourism growth, not just likes."

With the grand finale gala scheduled for October 18, anticipation is building over which influencer will emerge as the Best Influencer of ASIA2026, a title that comes with $10,000 in cash and a luxury overseas travel package. Judging will focus on three key criteria: content consistency, creativity, and commitment to showcasing Malaysia’s diverse attractions.

"Every participant has given their all," Abd Rahman said. "Now, we’ll see who truly stands out in terms of storytelling, originality, and their ability to make Malaysia unforgettable."

Government Backing and a Track Record of Success The initiative enjoys official support from Malaysia’s Ministry of Tourism, Arts and Culture (MOTAC) and Tourism Malaysia, aligning with the Visit Malaysia 2026 campaign to boost the country’s global tourism profile. Since its debut in 2023, the ASIA awards have crowned winners from Indonesia (Ahieb Reborn in 2023), Saudi Arabia (Saal Haerid in 2024), and Vietnam (Cindy in 2025), each bringing international attention to Malaysia’s tourism potential.

As the finalists prepare for their moment in the spotlight, one thing is certain: this year’s competition is not just about winning a prize—it’s about shaping the narrative of Malaysia’s next chapter in global travel. With the digital world watching, the influencers now face their toughest challenge yet—proving that Malaysia’s story is worth telling, and retelling, for years to come.

Related: Ministry of Tourism, Arts and Culture (MOTAC) · Dato’ Abd Rahman Soltan