Upclose with Phang Sau Lian
President of the Malaysia Shopping Malls Association (PPKM)
From Phang Sau Lian’s first experience with shopping malls development almost 30 years ago, this 57- years-old small town lady, who hails from Sungai Siput Utara in Perak, has made great strides to helm PPKM as the President for the 2024-26 term and the second woman to do so in the association’s 40 years of history.
Having assumed your newly elected position, what are your immediate plans to further elevate PPKM?
Under our new strategic directions, we will focus on digital transformation, shopping tourism, enhancing industry networking and continuous learning initiatives. Working with retailers, consultants, suppliers, contractors and other professionals related to the shopping mall industry, we intend to create a good platform for learning and sharing, exploration of solutions to mitigate the industry’s challenges and looking into work system enhancement.
PPKM will embrace digital innovation to improve efficiency and communication among our members. We are in the midst of developing our own mobile app integration into our working system which will allow easy registration for members to participate in our future programmes.
This upcoming super app is designed to streamline the administration and enhance the engagement with our members. By automating and digitising administrative tasks, the app will improve work efficiency, allowing us to manage memberships, update records and process requests more swiftly. It also serves as a powerful communication tool, offering members timely updates on industry news, PPKM events and newsletter, thereby fostering a closer connection with them.
We also plan to improve the payment gateway and data archive system.The super app will feature a secure data archive, providing easy access to valuable resources, past event materials and research that members can obtain as reference anytime. With the integration of a payment gateway, transactions such as membership renewals and event registrations will be seamless and secure, adding convenience for our members.
Share with us more about PPKM’s shopping tourism focus?
We are working closely with the Ministry of Tourism, Arts and Culture (MOTAC) on the coming Malaysia Year-End Sales and preparations for Visit Malaysia Year 2026 (VMY26). We hope to collaborate with MOTAC to promote experiential shopping tourism and position Malaysia’s shopping malls at the forefront of global tourism attractions as we work towards VMY26.
Being a multiracial country rich in colourful cultures, festive tourism will be our unique selling proposition to drive visitors and shoppers. Our diverse festive cultures from Chinese New Year, to Hari Raya, Deepavali and Christmas bring added layers of richness to the mall experience.
Our malls spend considerable budgets and efforts during these festive seasons, where malls are transformed into immersive environments, adorned with elaborate decorations and cultural activities for unique shopping experiences. These elements not only attract local footfall but also offer tourists an authentic glimpse into Malaysia’s multicultural heritage, enhancing their overall visit experience and leaving lasting impressions.
What do your continuous learning initiatives look at?
Our focus is to improve and innovate the learning content in order to elevate the quality of the industry’s professionals and practitioners. This includes close networking with the Council of Asian Shopping Centers’ (CASC) council committee, where PPKM is a founding member, for regional sharing and learning as well as encouraging regional conferences and visits by participating members.
How do you view the recent Budget 2025 announcement, themed Revitalising the economy, generating change, prospering the Rakyat?
The decision to raise the minimum wages has dual implications. While it does increase business costs, it is expected to boost overall spending power. By increasing disposable income, particularly for lower- income consumers, we anticipate a positive impact on retail spending. This, in turn, supports our members, as increased retail activities contribute to the malls’ footfall and tenants’ sales.
Additionally, the petrol subsidy rationalisation on the T15 high-income group which is not impacting the majority 85% of the population, is another key move. By maintaining this subsidy, the government helps mitigate living expenses, thus allowing households to allocate more of their income towards discretionary spending, including retail purchases. In the coming months, more clarity should emerge in the classification of the T15, which should ease the prevailing concerns that could momentarily dampen consumer sentiments. Overall, these measures in Budget 2025 reflect a balanced approach to stimulating consumer demand while supporting the well-being of the majority of Malaysians. PPKM is optimistic about the positive outcomes these policies could yield for our industry and the broader economy.
Shopping mall management has evolved dramatically over the years. What are the key strategies that will help malls rise above their competitors in the fast-changing retail environment?
Staying competitive today requires a strategic blend of innovation, experience, and adaptability. Key strategies that help malls rise above include focusing on immersive customer experiences, which transform malls into lifestyle destinations offering more than just retail. Integrating digital technology is essential, engaging loyalty programmes and seamless online-to-offline (O2O) interactions. ESG practices also play a crucial role as sustainability and community engagement are increasingly important to shoppers. Hence, curating a unique mix of retail, dining and entertainment options always refresh the mix according to trends. Also, the catchment needs will enhance the malls’ competitive edge to stay ahead in the market.
Over the last 24 years, how many participants have benefitted from PPKM Certification Courses on shopping mall management and how often do you hold them.
We offered these courses twice a year since they started in 2002. The modules cover the basic three pillars of shopping mall management, that is, Marketing and Leasing; Administration as well as Operations and Maintenance. To date, we have trained more than 4,800 personnel from malls and relevant industries.
Study trips abroad are also organised for your members twice a year. What are some of the latest retail concepts trending that have yet to reach our shores?
Asian malls have shown remarkable adaptability and resilience, especially in the wake of the COVID-19 pandemic. With the advancement of technology and convenience in crossing countries, many retail concepts are now shared across Asian countries, creating a level of similarity in mall experiences. However, there are still unique, cutting-edge trends emerging that have not fully reached our shores such as pioneering hyper- personalised services through artificial intelligence-driven technology, where data is used to tailor the shopping journey at a highly individual level.
How do you plan to grow PPKM’s membership hovering at 518 when Malaysia is home to 737 malls and retail centres?
Our membership is voluntary for malls, with the total numbers made up of corporate members besides individuals and affiliates. To increase our membership, we will continue promoting our offers from advocacy on key industry issues to industry insights, training, and networking opportunities. We remain as a unifying body that supports mall operators and retail centres of all sizes and will improve our digital presence to engage prospective members more effectively.
Of the 737 malls and retail centres, about 65% are malls as defined by us as “a cluster of shops served by common thoroughfare containing retail or wholesale shops, services, restaurants, entertainment outlets etcetera where people can congregate”
What are some of the endearing milestones achieved at PPKM recent 40th anniversary celebration?
Celebrating with more than 1,200 guests is a significant milestone. Over the years, we have built a platform that advocates for the industry’s needs, promoted Malaysia as a shopping destination and fostered strong membership connections through malls. Another milestone is our focus on elevating our members’ commitment to Environmental, Social, and Governance (ESG) standards within the shopping mall industry. Aligned with our dedication to sustainable practices, we have introduced a series of talks and seminars focused on ESG, offering our members invaluable insights into sustainable business strategies, ethical governance, and impactful community engagement.
We recently created an Award for Top Sustainability Practices for members who have shown exemplary efforts in adopting such responsible practices. Together with our annual Best Experiential Marketing Award, we received 78 submissions this year, the highest participation rate from our mall members since 2016.
As a key component of the retail sector, malls are economic drivers in growing Malaysia’s gross domestic product. How are you looking at enlarging the pie for your members?
We are focusing on expanding beyond the domestic market to attract a larger share of tourists’ spending. While the local population remains a core base, Malaysia’s relatively small population size means we must enhance our appeal to international visitors. By working closely with MOTAC, airlines and travel agencies, we aim to position Malaysia as a premier shopping destination in the region. Shopping is a very significant component of tourist expenditure. In 2023, shopping activities constituted 33.9% of the total tourists’ expenditure, contributing RM24.1 billion of the total RM71.31 billion tourist receipts. With this year’s target for international tourist arrivals at 27.3 mil and tourists’ expenditure of RM102.7 billion, this will be 44% higher than last year tourists’ expenditure.
This is the second time in PPKM’s history that the association is helmed by a woman President. What are your thoughts on this?
I am truly honoured and having served on the committee since 2010, I have had the privilege of working alongside a team of industry experts who bring invaluable knowledge and dedication to advancing our association’s mission. I am committed to doing my very best to lead us forward. Together, we will continue fostering collaboration, innovation and success for our members, thus ensuring that PPKM remains a driving force in Malaysia’s mall industry.