The IPEC Global Legacy Foundation, through the NGO-Connect initiative, organised the 2026 Asean ISO Spa Union Pro Tem Coalition Networking event at the JW Marriott Hotel, Kuala Lumpur today.
Based on the vision "The Journey Begins: Asean SPA 2030," this regional gathering serves as the main platform to unite the spa and wellness ecosystem and build new growth corridors between the Asean region and China.
Chairperson of the Organising Committee, Founder, and Director of the IPEC Global Legacy Foundation, Dr Juliana Lim emphasised that this program marks the beginning of a four-year roadmap towards 2030 to transform the regional spa and wellness industry. This event successfully gathered around 25 delegates from China along with representatives from trade and industry associations from Vietnam (such as the VMBIZ association), Thailand, Indonesia, and Malaysia. Gather Traditional Crafts
According to Dr Juliana, the active involvement of strategic partner countries like China is crucial in strengthening three main pillars: enhancing Asean-China cooperation, developing the spa tourism and investment market, and reinforcing quality standards and professional competence assurance.
In addition, Dr. Juliana also highlighted the integration of the global Blue Economy agenda supported by the World Bank, where the spa and wellness sector plays an important role in supporting sustainable tourism (Blue Tourism) along the coastlines and islands. She emphasised that this effort also has a social impact by empowering local communities through the promotion of grassroots heritage products and designs, such as handicrafts from Kota Marudu, Sabah, to international platforms to capture the trillion-dollar global market.
Meanwhile, the Chairman of the Protem Asean ISO Spa Union, Dr Barath Malla Naidu, in his speech emphasised that the spa and wellness sector has now evolved far beyond the traditional perception that it is merely associated with relaxation and personal care.
According to him, this industry has now become part of a broader ecosystem encompassing health tourism, preventive health, rehabilitation, healthy ageing, hospitality, professional services, entrepreneurship, and human capital development. D. Barath also added that the Asean region possesses a wealth of traditional healing knowledge and unique natural therapies, where each country contributes its own strengths to the regional ecosystem.
Supporting the sentiment of regional cooperation, the Chairman of the Organising Committee of the Asian International Bathing SPA Alliance, Zhang JinZhong, described the alliance's market as having vast potential and activity, and facing strong development opportunities. He emphasised the importance of building common standards, training grounds, and nurturing professional talent to address industry challenges.
He also urged prominent entrepreneurs from China to invest in Malaysia and vice versa, and Malaysian industry practitioners to invest in China, while quoting a statement from the leader of the Chinese Ministry of Commerce that "Malaysia is China's best friend" and that investing in Malaysia is a very good opportunity.
The highlight of the event was the signing ceremony of the Memorandum of Understanding (MoU) between the IPEC Foundation and the Asian International Bathing SPA Alliance. The event also celebrated the official announcement of Dr Leon Chuah as the Asean Representative and the Granting of the Establishment Mandate by the Organising Committee of the Asian International Bathing SPA Alliance.
In addition, Dr. Leon Chuah was also appointed as the Chairman of the Industry Standards Committee for ISO/IEC 17024 Spa and Wellness Professionals Certification by the IPEC Bureau to drive service standards to the international level.
