Proton launched the 10,000 sMILEs Expedition in Kota Kinabalu on 16 May 2026 to travel across Sabah, Sarawak and Brunei during Visit Malaysia 2026 and the Kaamatan season.

The company said the programme included cultural engagements, customer interactions, dealership activities and community experiences across five travel rounds.

Proton said sales in East Malaysia rose to 29,461 units in 2025 from 7,697 units in 2018, while market share increased to 21% from 10%.

The company said it had 26 sales and service outlets in Sabah and Sarawak and two outlets in Brunei.

Proton said the convoy fleet included the Proton Saga, Proton X50 and Proton S70. It said participants would travel on city roads, coastal highways, mountain routes and rural stretches across Sabah, Sarawak and Brunei.

Round 1 began in Kota Kinabalu and included activities in Kundasang during the Kaamatan celebrations. Proton said the flag-off at the Kadazan Dusun Cultural Association was attended by government representatives, tourism stakeholders, media partners, dealership representatives, content creators and members of the public.