KUALA LUMPUR: Main market listed Yong Tai Bhd’s (YTB) wholly-owned subsidiary, PTS Impression Sdn Bhd (PISB), signed a strategic collaboration agreement with 828 Asia Pte Ltd, a subsidiary of the Singapore-based Ebenex Group.
This partnership, formed on February 28, 2024, has been established to spotlight the iconic Encore Melaka Theatre, a cornerstone within YTB’s portfolio that showcases innovation and cultural revelry.
Under the terms of the collaboration agreement, PISB will provide 828 Asia with periodic access to the Encore Melaka Theatre and the necessary expertise, technical support, and manpower.
YTB’s chief executive officer Datuk Wira Boo Kuang Loon said 828 Asia’s expertise in event organisation combined with YTB’s iconic Encore Melaka Theatre will create a platform for delivering exceptional entertainment experiences to visitors from around the world.
“This partnership aligns with our vision to be at the forefront of innovative tourism developments and reinforces our commitment to cultural and economic growth in Melaka,” he said in a statement.
PISB, the owner and operator of Encore Melaka Theatre, has established itself as a leading landmark attraction in the city’s waterfront area.
Recognised as a jewel in the crown of Melaka, the theatre has captivated international and local tourists with its unique offerings and immersive experiences with its 360-degree rotating platform and approximately 2,000 seats.
828 Asia, a prominent event and concert organiser based in Singapore, brings expertise and experience to the collaboration.
With a strong presence in the industry, 828 Asia is well-positioned to market, promote, and organise a series of events within the Hatten City @ Melaka and Encore Melaka Theatre.
The collaborative efforts between PISB and 828 Asia aim to capitalise on the immense business potential and development opportunities presented by hosting events in the Encore Melaka Theatre.
By leveraging the unique features and capabilities of the theatre, the partnership seeks to create unforgettable experiences for audiences and further enhance Melaka’s reputation as a premier destination for world-class entertainment.
The first event from this collaboration is expected to occur in April 2024, beginning a series of exciting cultural and entertainment initiatives.
This collaboration is expected to contribute positively to YTB by diversifying its portfolio and enhancing its position in the tourism and cultural sectors.
“We are excited about the immense potential of this collaboration,” said David Toh, the director of 828 Asia.
“Together with PISB, we look forward to delivering exceptional events that will captivate audiences and contribute to Melaka’s cultural and entertainment landscape,” he said.
