Fan Bingbing’s selection as Melaka’s tourism ambassador pays off, though some locals baulk at state’s strategy

MELAKA: Standing amid the stifling heat, Ms Yiyi — a native of China’s Yunnan province — was dressed in a pink embroidered Nonya kebaya with blue sarong, posing for photographs against a backdrop of maroon-painted shophouses in the heart of Melaka city centre.  

Her travel companion snapped dozens of photographs of her, including some of her standing beside a conspicuous “I Love Melaka” sign. The photos were to be uploaded on the Chinese social media app WeChat, Ms Yiyi told CNA. 

The 27-year-old was holidaying 3,800 km away from her hometown, visiting the port city for the first time since she first learnt of its existence in June through social media.

She had seen — on WeChat — one of her favourite celebrities from China Fan Bingbing posing in different parts of Melaka city, clad in a similar Peranakan ensemble. Peranakans are descendants of the early Chinese migrants who settled around the Straits of Melaka, including in Melaka city. 

“I saw the photos, and she was also wearing a Nyonya outfit,” added Ms Yiyi, who made the decision to travel to Melaka independently without the help of a tour agency, rent a pink kebaya and pose for photographs just as her idol, Ms Fan, did. 

Ms Yiyi was not the only one with a similar train of thought, as CNA saw hundreds of China nationals within a two-hour period, many alighting by the busloads, to pose for photographs in the vicinity. Many of the women rented kebayas just for photo-taking.

This was a snapshot of the Melaka state government’s successful strategy in trying to court tourists from China, as part of its Visit Melaka 2024 campaign. 

In particular, the appointment of Ms Fan as the state’s tourism ambassador has garnered much attention. 

The state has also introduced new