HUAWEI and MOTAC Rally Malaysians to Capture the Country’s Beauty Through Pura 90s Series Photography
TLDR
- HUAWEI’s Pura Trip “Discover Truly Malaysia” photography campaign closes entries on 16 August 2026
- Joint initiative with the Ministry of Tourism, Arts and Culture (MOTAC) and Tourism Malaysia
- Nine XMAGE Awards 2026 Malaysia categories; Grand Prize is the HUAWEI Mate X7
- Pura 90s Series starts from RM3,699 after rebate, with freebies worth up to RM3,076
- Buyers also enjoy 10% off selected Malaysia Airlines flights and 10% via SPayLater
The Pura Trip Campaign and Tourism Partnership
With less than a month remaining before entries close, HUAWEI is pushing hard on its Pura Trip “Discover Truly Malaysia” Photography Campaign. The initiative, organised in collaboration with the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) and Tourism Malaysia, calls on Malaysians to explore local destinations and capture their favourite travel moments using any HUAWEI smartphone, with the latest Pura 90s Series positioned as the showcase device.
The campaign carries dual weight for HUAWEI. On one side, it functions as a brand-led marketing push for the Pura 90s Series. On the other, it doubles as a soft-power tourism initiative that encourages domestic travel and gets everyday users contributing to Malaysia’s visual storytelling. The MOTAC and Tourism Malaysia partnership lends the campaign an official, national-platform feel, with Malaysia’s stories being told through the lens of globally distributed hardware.
Workshop at The Exchange TRX
HUAWEI hosted the “Discover Truly Malaysia” workshop at the HUAWEI Experience Store at The Exchange TRX on 25 July, ahead of the campaign’s final stretch. The session brought photography enthusiasts together for hands-on imaging experiences, including composition guidance, outdoor photography sessions and creative sticker-printing activities, all designed to highlight the imaging capabilities of the Pura 90s Series.
The TRX activation is a smart venue choice. The Exchange TRX sits at the heart of Kuala Lumpur’s new financial district and draws a steady flow of commuters, content creators and tourists, exactly the demographic that mobile photography campaigns need to engage. Hosting a workshop there turns a flagship retail space into a live demo stage.
XMAGE Awards 2026 Malaysia — Categories and Prizes
Photography submissions feed into two recognition tracks. The Pura Trip Photography Campaign winner walks away with the HUAWEI Pura 90s Pro Max, while selected entries are also considered for the HUAWEI XMAGE Awards 2026 Malaysia. The XMAGE Awards are part of HUAWEI’s global mobile photography platform and offer a larger prize ladder spread across nine categories.
The Grand Prize for XMAGE Malaysia is the HUAWEI Mate X7, the brand’s flagship foldable. Two First Runner-up winners will each receive a HUAWEI Mate 80 Pro, ten Second Runner-up winners will each take home a HUAWEI FreeClip 2, and 15 Honourable Mention recipients will each receive a HUAWEI WATCH FIT 5. All winners also receive an official trophy.
The nine XMAGE categories cover a wide creative spread: So Far So Close (perspective and distance), Colour & Shade (colour and light), Good Night (after-dark shots), Faces (portraits and human expression), A Heartwarming World (everyday connections), Experimental Lab (creative techniques), Active Moments (movement) and Storyboard and Action (visual narratives). Submissions are open either via the official portal or by posting on Instagram, following and tagging @huaweimobilemy, and including the hashtags #PuraTripMY, #HUAWEIXMAGEMY2026 and #HUAWEIXMAGE by 16 August 2026.
Pura 90s Series — Camera and Pricing
Powered by HUAWEI XMAGE imaging technology, the Pura 90s Pro Max headlines the range with a 200MP Ultra Large Sensor Telephoto Camera offering 4x optical zoom and an Ultra Lighting HDR Camera with up to 16EV dynamic range. The Pura 90s Pro brings an Ultra Lighting Macro Telephoto Camera capable of a 5cm minimum focusing distance for detailed close-ups. AI tools including AI Composition, AI De-glare, AI Remove and AI Best Expression round out the software stack from framing to final polish.
The Pura 90s Series is priced from RM3,699 after rebate at HUAWEI Experience Stores, the HUAWEI Official Website, the HUAWEI Official Store on Shopee, the HUAWEI Flagship Store on Lazada and the HUAWEI Official TikTok Shop. Purchases come with free gifts worth up to RM3,076, including a limited voucher worth up to RM400, a mystery gift worth RM999 and the HUAWEI Pura 90s Series Premium Service Package worth RM1,677. Buyers also enjoy a 10% discount on selected Malaysia Airlines flights and 10% off via SPayLater, capped at RM200 with a minimum spend of RM2,000.
Our Take
The Pura Trip campaign is a textbook example of co-branded marketing that benefits more than one stakeholder. HUAWEI gets a credible content engine for the Pura 90s Series, MOTAC and Tourism Malaysia get a fresh wave of user-generated imagery promoting domestic destinations, and Malaysian creators get a genuine shot at flagship hardware through XMAGE. Few mobile photography campaigns manage to align a tech brand, a tourism ministry and a creative community in a single funnel.
The pricing strategy also deserves attention. With freebies worth up to RM3,076 layered on top of a RM3,699 post-rebate price, the effective bundle value is heavily back-loaded. Buyers effectively recoup a meaningful slice of the device price through bundled vouchers, mystery gifts, premium service and travel discounts, which makes the campaign as much a value proposition as it is a creative one. For travellers in particular, the Malaysia Airlines and SPayLater rebates turn the Pura 90s into a practical companion for the very destinations the campaign asks them to photograph.
