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The Ultimate Guide to the B2B Gift Card Market in Malaysia

Discover the latest trends, top brands, and insights into the B2B gift card industry in Malaysia

GENERAL FACTS ON

Malaysia

35.13M

Population

Kuala Lumpur

Capital

Malay

Official language

Malaysian Ringgit

Currency

National holidays

Chinese New Year, Hari Raya Aidilfitri, Labour Day (1st May), Wesak Day, Agong’s Birthday (2nd June), Hari Raya Haji, Awal Muharram, Merdeka Day (31st August), Prophet Muhammad’s Birthday, Malaysia Day (16th September), Deepavali, Christmas (25th December)

Malaysia gift card market size

The gift card industry in Malaysia has shown steady growth, with a projected CAGR of 12% during 2025-2029, from a 2024 value of USD 1.74 billion to USD 3.12 billion in 2029. The market is expected to continue expanding due to rising digital adoption and corporate gifting trends.

The transition from physical to digital gift cards has been a major driver of growth. Increased corporate interest in using gift cards for employee rewards and customer incentives has fueled market expansion.

E-commerce growth, digital wallet integration, and increasing demand for personalized gift card solutions will likely propel the market further. Innovations such as blockchain-based gift cards and AI-driven personalization will also shape the industry’s future.

Country gift card market size

Malaysia gifting traditions

  • Cultural roots and core values: Malaysia is a multicultural society with significant Malay, Chinese, and Indian influences, shaping diverse gifting traditions. The concepts of respect, harmony, and generosity are central to gift-giving. 


  • Gift-Giving Tradition: Gift-giving is common in both personal and professional settings, symbolizing goodwill and appreciation. 


  • Cultural Norms: When giving gifts, certain cultural sensitivities should be considered. For instance, Muslims avoid alcohol-related gifts, while Chinese Malaysians may avoid gifts associated with bad luck (e.g., clocks, which symbolize death). 


  • Significant Gifting Occasions: 

    • Weddings: Monetary gifts ("ang pow" or red packets) are customary in Chinese and Malay weddings. 

    • Festivals: Gift exchanges during Hari Raya, Chinese New Year, and Deepavali are common. 

    • Corporate Gifting: Many businesses use gifts during festive seasons or as appreciation tokens for employees and clients. 


  • Corporate Gifting Practices: While corporate gifting is a common practice, businesses must ensure gifts align with compliance policies and ethical considerations. 


  • Emerging Self-Gifting Trend: Younger generations are embracing self-gifting as a form of reward, driven by the growing influence of e-commerce and digital payment solutions. 

Gift card regulations in Malaysia

As of 2024, Malaysian gift card regulations include: 


  • Gift cards typically have a validity period of one to five years, though some issuers allow indefinite validity. 

  • Unclaimed funds: Depending on the issuer, unused balances may expire after a set period or be subject to fees. 

  • Consumer Protection Act: Ensures transparency in terms and conditions, requiring businesses to clearly outline expiration dates and refund policies. 

  • Anti-Bribery Laws: The Malaysian Anti-Corruption Commission Act (MACC Act) enforces strict anti-bribery policies, meaning corporate gift cards should comply with ethical gifting standards. 

It's important to note that regulations may change, so always check the latest guidelines with Malaysia's government or appropriate regulatory bodies. Moreover, the specifics and prerequisites might differ based on the gift card type, its provider, and other considerations.

If you're considering buying or utilizing gift cards in Malaysia, ensure you read the issuer's terms and conditions and consult with legal experts if necessary

Popular gift cards in Malaysia

Popular gift card brands
  • Lazada Gift Card: A popular e-commerce gift card used for online shopping across various categories. 


  • Grab Gift Card: Widely used for ride-hailing, food delivery, and digital payments. 


  • AEON Gift Card: Accepted at AEON retail stores, making it a versatile gifting option. 


  • Petronas Gift Card: Ideal for fuel purchases, commonly used by businesses for employee incentives and fleet management. 


  • Spotify and Netflix Gift Cards: Popular among younger consumers for entertainment and streaming services. 


  • TNG eWallet Gift Card: A rapidly growing digital wallet solution used for online and offline transactions. 

Benefits of B2B gifting in Malaysia

  1. Enhance Employee Engagement: Corporate gift cards are an effective way to reward employees, boost morale, and increase retention rates. 


  2. Strengthen Business Relationships: A well-timed gift can help maintain long-term business relationships, whether with clients, partners, or employees. 


  3. Flexible and Cost-Effective Incentives: Gift cards offer a cost-effective solution for businesses looking to provide meaningful incentives without logistical challenges. 


  4. Boost Customer Loyalty: Many companies use gift cards in promotional campaigns, loyalty programs, and customer appreciation initiatives. 


  5. Support Digital Transformation: The rise of e-wallets and digital transactions in Malaysia makes digital gift cards a seamless and convenient option. 

The Global Gift Card 

Want to build trust and rapport in Malaysia’s business environment? Sending a corporate gift that honors its traditions and festive periods like Hari Raya, Deepavali, or Chinese New Year is a great way to respect and recognize diversity. With GoGift, your business gestures speak across cultures.

Physical and digital versions of The Global Gift Card
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