17 December 2025

Brainchild Pictures and Tourism Malaysia Joint Collaborate on Itam: A Sun Bear Story, the first big screen sun bear documentary feature

Kuala Lumpur, Malaysia [17 December 2025] – Brainchild Pictures and Tourism Malaysia today announced a strategic collaboration to promote Itam: A Sun Bear Story, Malaysia’s first feature-length wildlife documentary.

(From left to right) VM2026 Head of Secretariat Mr Akbal Setia, Deputy Director General of Tourism Malaysia Mr Samuel Lee Thai Hung, Asia Pacific University Vice Chancellor Prof Ho Chin Kuan, Itam: A Sun Bear Story Director/Producer Mr Raymond Tan, Asia Pacific University Head of School of Media, Arts and Design Ms Debbie Liew

The film follows the remarkable journey of Itam, a rescued Malayan sun bear, from rehabilitation at the Bornean Sun Bear Conservation Centre (BSBCC) in Sabah to her release back into the wildlife reserve at Tabin. Through stunning cinematography and real-life conservation work, the documentary shines a spotlight on one of Malaysia’s least known yet most important species.

With Visit Malaysia 2026 just ahead, the collaboration carries additional significance. The Malayan sun bears Wira and Manja have been named as the official mascots for the campaign, underscoring Malaysia’s commitment to sustainability and eco-tourism. By linking the documentary with the national campaign, Malaysia aims to showcase not only its cultural heritage but also its biodiversity treasures.

Itam: A Sun Bear Story Director/Producer Mr Raymond Tan (right) presented a movie memorabilia to Deputy Director General of Tourism Malaysia Mr Samuel Lee Thai Hung (left)

Through Tourism Malaysia’s global network of overseas offices, travel fairs, and participation in selected international film festivals, Itam will be introduced to audiences across ASEAN, China, Europe, and beyond, positioning Malaysia as a leader in eco-tourism storytelling. Complementing this, nationwide roadshows, outdoor screenings, and conservation-themed educational activities will be organised to engage Malaysians, particularly youth and families, in appreciating the importance of wildlife preservation.

Tourism Malaysia will also incorporate the documentary’s themes into its VM2026 marketing campaigns, featuring the film’s visuals and messages across social media, airport displays, and tourism information centres. In addition, eco-tourism travel packages inspired by the documentary will connect audiences with real-life experiences such as visiting the Bornean Sun Bear Conservation Centre (BSBCC) in Sepilok, Sabah.

Visit Malaysia 2026 ambassadors Wira and Manja made special appearance at the media conference

Spearheaded by Brainchild Pictures, the creative team conceptualised, directed and filmed Itam with exclusive access to BSBCC. Beyond production, Brainchild Pictures will lead the film’s marketing and outreach campaign, including gala premieres in Singapore, Sabah, Kuala Lumpur and Penang, alongside nationwide educational roadshows and outdoor screenings.

The company will further drive the film’s international visibility through strategic branding, co-promotions, and media partnerships, working hand-in-hand with Tourism Malaysia and conservation stakeholders to ensure a consistent and impactful message.

To sustain long-term awareness, educational materials will be produced to extend the documentary’s message beyond cinemas, encouraging appreciation and behavioural change for future generations.

Group Photo of Tourism Malaysia, Brainchild Pictures and Asia Pacific University

Quotes from Partners

Mr Mohd Amirul Rizal Abdul Rahim, Director General of Tourism Malaysia, said:

“This collaboration is very close to our hearts. The sun bear is unique to Malaysia and yet many people don’t even know it exists. By supporting Itam: A Sun Bear Story, we’re shining a spotlight on wildlife conservation while strengthening Malaysia’s eco-tourism appeal for Visit Malaysia 2026.”

Mr Raymond Tan, Director of Brainchild Pictures, added:

“For us, Itam is more than a film, it’s a chance to show the world Malaysia’s natural heritage and why it matters. Working with Tourism Malaysia allows this story to reach audiences far beyond the cinema. Together, we can inspire pride at home and curiosity abroad.”

About Itam: A Sun Bear Story

Produced by Brainchild Pictures, Itam: A Sun Bear Story is Malaysia’s first feature-length animal documentary, filmed entirely in Sabah. It traces the rehabilitation and release of a rescued sun bear named Itam, blending scientific insight with heartfelt storytelling to highlight the species’ vital role in our rainforest ecosystem.

About Brainchild Pictures

Brainchild Pictures is a creative media company that tells stories celebrating Asia’s cultural diversity while raising awareness of social and environmental issues. With offices in Singapore and Malaysia, the company combines art, technology and education to produce films, workshops and interactive programmes that connect with audiences on both emotional and cultural levels.

Its award-winning productions, Wayang Boy and The Wayang Kids, brought multicultural themes to life through the lens of traditional Chinese opera, earning recognition across Asia. Beyond film, Brainchild Pictures also runs filmmaking camps and workshops designed to inspire creativity, foster teamwork and promote cross-cultural understanding among youth and adults.

With Itam: A Sun Bear Story, the company expands its mission into wildlife conservation, creating Malaysia’s first big-screen animal documentary to spotlight the importance of biodiversity and eco-tourism on a global stage.