• Final round concludes at Kampung Ta-ee, Serian during Birarak Gawai Ta-ee Parade

• Proton Saga, Proton X50 and Proton S70 showcased practicality, comfort, efficiency and driving confidence across multiple driving conditions

Serian, Sarawak, 2 June 2026 – PROTON has successfully concluded its 10,000 sMILEs Expedition, completing a cross-border journey through Sabah, Sarawak and Brunei held in conjunction with Visit Malaysia 2026.

The expedition culminated during the Birarak Gawai Ta-ee Parade 2026, bringing together local communities, cultural celebrations and participants from across East Malaysia to commemorate the final chapter of a journey designed to strengthen connections with customers while showcasing PROTON vehicles in real- world driving environments.

The event was attended by YB Dato Sri Richard Riot Jaem, Member of Parliament for Serian, alongside local community leaders, cultural representatives, dealership partners, media representatives, content creators and members of the public, who gathered to commemorate both the Gawai celebration and the completion of the expedition.

The journey began from the Kadazan Dusun Cultural Association (KDCA), Kota Kinabalu on 16 May 2026, and travelled across major cities, rural communities, coastal roads, highland routes and cross-border destinations throughout Sabah, Sarawak and Brunei.

More than a conventional convoy drive, the initiative reflected PROTON’s long-term commitment to East Malaysia through cultural storytelling, customer engagement, ownership experiences and real-world product showcase across the region’s diverse driving environments.

A Journey Built Around Community, Culture and Connection

Guided by the campaign expressions "Senyum Dulu Bah" and "Senyum Sikit, Mok Nangga", the expedition celebrated the warmth, hospitality and community spirit that define East Malaysia while strengthening PROTON's connection with customers across the region.

Across five rounds, participants took part in dealership activations, cultural experiences, destination visits and community engagements that highlighted the diversity and richness of local cultures throughout Sabah, Sarawak and Brunei.

The conclusion of the expedition at Kampung Ta-ee carried strong symbolic meaning, placing the closing chapter of the journey within one of Sarawak’s most vibrant Gawai celebrations. Recognised for its strong community participation and preservation of Bidayuh heritage, the Birarak Gawai Ta-ee Parade 2026 provided an immersive cultural backdrop that reflected the heart of the PROTON 10,000 sMILEs Expedition — celebrating people, traditions and the spirit of togetherness.

Participants also experienced traditional performances and cultural showcases that highlighted local heritage while supporting tourism initiatives under Visit Malaysia 2026.

Demonstrating PROTON Vehicles in Real-World East Malaysian Roads

Beyond its community engagements, the expedition provided an opportunity to demonstrate the capabilities of PROTON vehicles across the diverse road conditions of East Malaysia.

The convoy fleet comprising the Proton Saga, Proton X50 and Proton S70 travelled through urban centres, rural communities, coastal highways, mountain routes and long-distance intercity roads across Sabah, Sarawak and Brunei, reflecting the varied mobility needs of customers in the region.

Throughout the journey, the Proton Saga demonstrated its practicality, fuel efficiency and dependability across both urban and rural environments.

The Proton X50 highlighted its combination of performance, comfort and SUV versatility across longer journeys and mixed road conditions.

Meanwhile, the Proton S70 showcased refined performance, ride comfort, stability and long-distance touring capability, providing confidence across extended highway stretches.

Together, the three models completed the expedition under real-world driving conditions, demonstrating PROTON's ability to meet a wide range of mobility needs across East Malaysia.

A key milestone during the expedition included the convoy’s successful passage across Jambatan Batang Lupar, symbolising greater connectivity and progress across Sarawak while reflecting PROTON’s continued focus on supporting mobility experiences relevant to East Malaysian lifestyles.

The expedition further highlighted how improvements in product quality, refinement, safety and ownership support continue strengthening customer confidence as PROTON evolves to meet changing expectations.

Staying Close to Customers in East Malaysia

The completion of the expedition also reflects PROTON's ongoing commitment to strengthening relationships with customers and communities across East Malaysia.

Today, PROTON continues to support customers through an extensive network of sales and service outlets, improved parts availability and strengthened after-sales support, ensuring convenient access to ownership services throughout Sabah, Sarawak and Brunei.

"The completion of the PROTON 10,000 sMILEs Expedition represents far more than the distance covered throughout the journey," said Dato' Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON.

"It reflects our appreciation towards the customers and communities across East Malaysia who continue to place their trust in the PROTON brand. Beyond showcasing our vehicles in real-world driving conditions, the expedition allowed us to celebrate the people, culture and destinations that make Sabah and Sarawak unique while reinforcing our long-term commitment to delivering better ownership experiences and stronger customer engagement across the region."

The successful completion of the 10,000 sMILEs Expedition marks the conclusion of a journey that connected communities, celebrated local cultures and demonstrated PROTON vehicles across some of East Malaysia's most diverse driving environments.

Customers can follow PROTON Cars Official across all major social media platforms for the latest updates and future community initiatives.

-End-