Pos Malaysia delivers on brand trust

KUALA LUMPUR: Pos Malaysia, with a history spanning 200 years, is navigating the digital age by ensuring relevancy through continual adaptation and at the same time, not forgetting the company’s heritage.

The national postal and parcel service provider’s evolution and diversification over the years has been notable: from a traditional mail company with roots going back to the early 1800s to a dynamic player in contemporary retail, logistics, and aviation solutions.

The strategic shift is reflective of the company’s ongoing plans to be recognised as not merely a post office, but a trusted partner for both consumers and businesses.

Fiona Liao, group chief marketing, communications and sustainability officer at Pos Malaysia, told StarBiz that along with this transformation, the business has also ushered in new branding and marketing approaches to better connect with audiences of today.

“In recent years, we have strengthened our presence through meaningful social media engagement ad-targeted performance marketing.

“At the same time, we have also enhanced our brand visibility through strategic out-of-home media initiatives,” she said.

“Our refreshed brand narrative highlights delivering connection and improving lives through innovation and sustainability, reflecting our deep-rooted trust and heritage while showcasing our commitment to future-ready technology and community impact.

“It is this balance of tradition and transformation that keeps us relevant, relatable, and deeply connected to the people we serve.”

Its marketing initiatives have been geared towards building trust, strengthening engagement and modernising customer experiences.

To engage a new generation of consumers, the brand turned towards meaningful collaborations across a range of domains such as fashion, lifestyle, fitness and healthcare.

One memorable example is the Pokémon Trading Card Game (TCG) stamp collection launched early this year.

Celebrating the globally beloved franchise, the collection featured stamps styled like TCG cards, postcards, a souvenir cover, a fun pack, and a themed playmat, packaged together in a commemorative Poké Ball folder.

The special-edition set became an overwhelming success, with pre-orders quickly selling out.

Other collaborative endeavours to reach a wider audience include Pos Malaysia’s limited-edition sneaker collection created this year in partnership with Malaysian footwear brand Sniika, as part of the drive to connect with the creative community and support local businesses.

Efforts to build brand trust also included its Serba-Serbi Aidilfitri campaign this year, which saw Pos Malaysia promote its courier, retail and Pos Shop services through a comprehensive through-the-line advertising approach.

“We collaborated with Astro on a special Ramadan television series, leveraging the power of storytelling to build an emotional connection with audiences,” Liao said.

Titled Honey Minta Maaf, it highlighted the company’s role in sustaining meaningful relationships and heartfelt exchanges during the festive period.

“The collaboration served as a creative platform to integrate our services into culturally relevant narratives, engaging audiences during a key festive season and strengthening brand recall in a way that was authentic, memorable, and aligned with Malaysian traditions.”

Most recently, the company organised its second Pos Malaysia Run, a community running event that brought together over 7,000 participants. Liao shared that the run was conceived as a means of connecting with Malaysians beyond the business’ services.

“We wanted to create a shared brand experience – one that reflects our spirit of connection, community, and progress,” she added.

“The event continues to act as a meaningful way for us to engage with the community, celebrate our brand transformation, and inspire Malaysians to move forward together.

“It also gives participants a chance to experience our brand values in action outside the post office, demonstrating our energetic, inclusive, and forward-looking ethos.”

Liao observed that brand-led events such as the Pos Malaysia Run are becoming increasingly favoured as a strategy to build consumer connection, especially in an experience-driven market.

“Establishing signature events like this allows us to create direct, meaningful touchpoints with our customers and let them experience what our brand stands for,” she said.

She added that collaborations and events could help shift the consumer’s view of the business from just a service provider to a lifestyle and community brand.

On plans for the upcoming year, Liao said Pos Malaysia will remain focused on fostering brand affinity through philately and merchandise that spotlight the company’s rich history and identity.

She added that its strides in green logistics, and tech-powered solutions to bring seamless, smarter customer experiences, will remain at the forefront of the brand’s growth journey.

“Looking ahead to 2026, our priorities are to strengthen trust, inspire loyalty, and drive sustainable growth. We aim to be the first choice for reliability, innovation, and nationwide connectivity.”