Malaysia teaches us about collaboration, community

IN one of our recent episodes of the PCAAE Podcast, “Association Matters,” we had the opportunity to speak with Evelyn Lo, executive director of the Malaysia Shopping Malls Association and secretary of the Malaysian Society of Association Executives (MSAE), about how associations are rethinking events, engagement, and collaboration in a rapidly changing business environment.

- Octavio Peralta

What struck me most during our conversation was not simply the programs being organized by MSAE, but the mindset behind them, a mindset rooted in partnerships, adaptability, and community-building.

Founded in 2017, MSAE is still a relatively young organization, but its vision is both ambitious and timely. Supported by the Malaysia Convention and Exhibition Bureau (MyCEB), the organization was established to support association professionals across Malaysia and strengthen leadership and professionalism within the sector. In many ways, MSAE reflects the “great association reset” that many organizations around the world are now experiencing: a move away from simply conducting events towards intentionally creating ecosystems of learning, networking, and collaboration.