JOHOR BAHRU, June 22 — Haier Malaysia continues to strengthen its commitment to advancing the national sporting landscape through the organisation of the fourth edition of the Haier Cup 2026, which has grown into a national platform for nurturing emerging badminton talent at the grassroots level.
Haier Malaysia brand marketing manager Audree Fam said the annual tournament serves as a platform for young players to hone their talent and improve their skills.
“The main objective of organising this tournament is to strengthen the development of badminton at the grassroots level,” she said when met at the Haier Cup 2026 Johor Series tournament at Sports Hub @ Austin Heights here on Saturday (June 20).
According to Fam, Haier Malaysia has expanded its reach for this edition by adding Sabah as a new host destination, alongside existing venues in Sarawak, Johor, Penang and Selangor.
This year’s tournament also offers a more dynamic challenge, with prizes worth RM90,000 comprising cash, Haier products and Maxx merchandise.
In addition to the open category, Haier’s commitment to the sporting ecosystem is reflected through the organisation of the Haier Cup Junior for the second consecutive year, catering to participants as young as seven.
The initiative is complemented by the Haier Junior Development 2.0 programme, which aims to train 10,000 students from 20 schools nationwide through a structured year-long training framework.
“Haier Malaysia believes sport plays an important role in promoting an active and healthy lifestyle among Malaysians,” said Fam.
She said that through the Haier Cup, the company hopes to encourage the public to remain active while instilling discipline and a strong spirit of sportsmanship.
Meanwhile, one of the tournament participants, Lai Wei Chung, 27, said the championship provides a valuable opportunity to gain experience by competing against players from various backgrounds and levels.
Lai said this was not his first time participating in the Haier Cup and viewed the platform as highly beneficial for the long-term development of players.
Another participant, Ng Jiajun, 32, believed that expanding the tournament across more states would help unearth more talents.
“Through competitions like this, we are able to bring together talented players to compete with one another, providing valuable experience that greatly contributes to the development of badminton at this level,” he said.
Ng also praised the management of player scheduling and the smooth running of matches, describing it as excellent throughout the tournament.
In a separate statement, Haier Malaysia managing director Fan Jing said the Haier Cup continues to receive overwhelmingly positive feedback from both participants and partners.
“What began as a competitive initiative has evolved into a strong engagement platform, with participation and interest continuing to grow year after year,” he said.
He said such initiatives have proven highly valuable in supporting badminton enthusiasts by providing opportunities to compete, enhance their skills and remain active in the sport.
For the 2026 edition, Haier is also focusing on rising talent Lim Ming Hong through the Haier Elite Player Sponsorship Programme to support his professional journey on both the local and international stages.
— BERNAMA
