KUALA LUMPUR: NCT Group has partnered with China's Fengqing Dianhong tea producers (tea alliance) to establish its Southeast Asia headquarters at the Wyndham Ion Majestic Hotel in Genting Highlands.
The NCT Group is in construction, property development and the hospitality industry.
The collaboration marks a significant step in introducing Yunnan's renowned Dianhong black tea to the regional market, while also strengthening Malaysia's position as a global hub for tourism and cultural exchange.
The strategic agreements solidifies the alliance's presence in the region and highlight a shared commitment to promoting and distributing Dianhong tea across Southeast Asia.
The tea alliance is expected to begin operations by the first quarter of 2025, though its kiosk has been operational since November.
In conjunction with the launch, a three-day exhibition was held at the Wyndham Ion Majestic Hotel from Nov 30 to Dec 2, 2024.
The exhibition provided an immersive journey into the world of Dianhong tea, showcasing its rich heritage and artisanal brewing techniques.
NCT Group founder and managing director Datuk Seri Yap Ngan Choy said the collaboration marks a milestone as the company continues to position Malaysia as a premier destination for cultural tourism.
"Dianhong tea embodies centuries of craftsmanship, and by integrating its legacy with local hospitality and tourism appeal, we are creating unique opportunities to connect tradition with global audiences."
"Wyndham Ion Majestic Hotel in Genting Highlands offers the perfect stage for this endeavour, further elevating its status as a world-class destination," he said a statement.
With this partnership, NCT continues to demonstrate its leadership in blending cultural innovation with economic growth.
By bringing Yunnan's tea-making traditions to Malaysia's thriving tourism sector, NCT is delivering transformative experiences for both local and international audiences alike.