KUALA LUMPUR: The EU-Malaysia Chamber of Commerce and Industry has rebranded to Eurocham Malaysia as it looks to bolster economic ties between the European Union and Malaysia.
The chamber said the rebranding exercise was a premeditated and positive direction to leverage on the era of digitalisation.
It also unveiled a new identity, new logo, new positioning and new website.
EU ambassador to Malaysia, Maria Castillo Fernandez said the rebranded Eurocham Malaysia would portray an even stronger image of a united EU being a strategic trade and investment partner of Malaysia.
The new 12-stars logo inspired by the circle of stars of the EU flag, is an enhanced version of the original logo, which was used over the past decade.
Eurocham Malaysia chairman Oliver Roche said the new logo stands for unity, solidarity and harmony.
"We have included the Malaysian star and its corresponding crescent moon in the circle of stars, which symbolises our business communities merging together in unity and harmony," he said.
He added that the logo represented the chamber's bold ambition and relentless commitment to bolster business alliances between EU and Malaysia.
The rebranding also materialises the digital transformation journey of Eurocham Malaysia with a new website design.
Eurocham Malaysia chief executive officer Sven Schneider said the rebranding allows the chamber to address the challenges of digital transformation and modern communication strategies.
"This is to reach out to key stakeholders in business and government. You will experience a heavily upgraded, informational and interactive website as well as social media management. We believe in our new messaging of solidarity and unity," he said.
Eurocham Malaysia deputy chairman Luciano Pezzotta said the chamber's new identity incorporates new core values: integrity, sustainability and diversity.
He said the chamber aspired to reignite the conversation on the EU-Malaysia Free Trade Agreement.
Eurocham Malaysia believes that it was high-time to open trade talks, considering the current global challenge of Covid-19 and tough competition.
The chamber will also announce a number of programmes supporting European industries, in line with facilitating market access via FTA negotiations.
Eurocham Malaysia represents businesses of 27 EU member countries together with the respective bilateral chambers and thereby offers access into a market worth US$18.8 trillion or 22 per cent of the global economy.
Last year, EU companies invested more than RM4.18 billion in Malaysia's manufacturing sector and remain a key trading partner for the country, by contributing 9.5 per cent (RM 174.65 billion) of Malaysia's total trade in 2019.
Sourced by New Straits Times