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Kota Kinabalu: Social media influencers from ten countries are in Sabah this week to experience the state's culture, nature, and cuisine under the All Star Influencers Award (Asia) 2025 programme.

They were welcomed by Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai at a dinner hosted at the Marriott Hotel on Tuesday, before embarking on a familiarisation trip to various attractions.

Over the next two days, the group will explore the Mari Mari Cultural Village for traditional Kadazan wedding and ritual showcases, as well as visit the scenic highlands of Kundasang.

Joniston said the visit allows content creators to share genuine stories of Sabah’s lifestyle and diversity with audiences across the region, adding that their feedback will help refine tourism products.

The influencers, who have a combined following of more than 700 million, also praised Kota Kinabalu’s coastal scenery and dining experiences featured in the new Kota Kinabalu Food Trail.