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Recently, students (Master in International Business Communication) from Asia Pacific University of Technology & Innovation (APU) took part in an enriching visit to Royal Selangor Headquarters (museum and showroom).

Led by Ms Fiona Lalitha Sadagopan (Senior Lecturer, School of Marketing and Management at APU), the visit offered students an immersive learning experience that extended beyond the classroom, allowing them to explore how heritage, branding, and strategic communication come together within a globally recognised Malaysian brand. 

Exploring Heritage, Craftsmanship, and Brand evolution

Students began the visit with a guided tour of the museum, where they learned about the history of tin mining in Malaysia and the origins of the company.

The journey through the museum highlighted the brand’s transformation over time, tracing its evolution in ownership, product lines, and market positioning from a local enterprise to an internationally renowned name.

The experience continued with visits to the production workshops and showroom, where students observed the craftsmanship behind pewter manufacturing and explored the extensive range of products and artistic designs on display.

This progression through history, production, and branding provided students with a holistic view of how product development, heritage, and communication strategies align to build a strong and enduring brand identity.

More than what meets the Eye

Overall, the visit to Royal Selangor Headquarters revealed layers of meaning that extend beyond products and displays, offering students insight into how values, strategy, and communication shape a brand’s long-term direction.

On top of that, the experience encouraged deeper reflection on how brands communicate identity and continuity, while responding to change.