Borneo Adventure Hunt Puts Kota Kinabalu on the Global AR Tourism Map
Kota Kinabalu now has its own augmented reality tourism trail — and it’s already turning heads internationally.
Borneo Adventure Hunt, a new digital campaign blending AR, gamification and location-based exploration, was officially launched at the Digital and IoT Sandbox in Kota Kinabalu by State Minister of Education, Science, Technology and Innovation Datuk James Ratib. The initiative is the work of two homegrown companies, Jalin Creative Sdn Bhd and Reviewbah Sdn Bhd, and it’s designed to give both visitors and locals a fresh way to explore the city’s landmarks while giving participating businesses a visibility boost.
From Local Project to Global Finalist
Before it even had its official launch event, Borneo Adventure Hunt had already made waves overseas — landing as a Top 6 global finalist in the Best Location-Based Entertainment category at the Auggie Awards 2026, held during the Augmented World Expo (AWE) USA in Long Beach, California.
For Datuk James, whose speech was delivered by his Political Secretary Justinus Jalang, the recognition speaks for itself. He framed it as concrete proof — not just talk — that Sabah’s talent and tech products can hold their own on the world stage, and pushed the idea that creativity should be treated as a genuine economic driver for the state, capable of generating jobs and new businesses rather than being seen as just a hobby or a talent.
How It Works
Borneo Adventure Hunt runs on Reviewbah, an existing Sabah-built local discovery and review app that already counts roughly 1.1 million users — meaning participants don’t need to download a separate app to join in.
Getting started is simple:
- Download the Reviewbah app from the App Store or Google Play
- Register a free account
- Head to any of the participating Kota Kinabalu locations
Checkpoints currently include Gaya Street, Sabah Museum, the Sabah Tourism Board heritage building, Sacred Heart Church, Kadaiku, Cocoa Kingdom, and Kota Kinabalu International Airport. At each spot, users simply point their phone at the location to unlock and collect an AR object — and they’re free to hit as many checkpoints as they like for as long as the campaign runs.
The Rewards
Visit at least six of the participating locations and you’ll earn merchant vouchers plus an automatic entry into a monthly lucky draw for the duration of the campaign.
There’s also a limited perk for early movers: the first 200 people to complete six or more locations receive an exclusive Gold Card — and once those 200 cards are claimed, no more will be issued.
Why It Matters for Local Businesses
Jalin Creative Director Simon Jr Jalin described the project as proof that homegrown immersive technology can be put to practical use in tourism, aiming to enrich the visitor experience while opening up new opportunities for local businesses.
Reviewbah Director Poong Ka Vui echoed that sentiment, noting the platform’s goal of turning online discovery into real foot traffic — helping participating businesses build visibility and connect with customers in the process.
By linking tourist attractions with hotels, restaurants, retailers and other local businesses, the campaign is designed to keep visitors exploring longer and spending across a wider network of local enterprises — all while supporting Sabah’s broader digital transformation goals under Sabah Maju Jaya, particularly around tourism, entrepreneurship, and digital adoption.
Backing the Bigger Picture
Datuk James also credited MDEC for its support of the project, calling it a three-way collaboration between MDEC, Reviewbah and Jalin Creative, alongside SCENIC’s role in offering guidance, networking and opportunities to local companies. He pointed to the initiative as an example of the kind of ecosystem-building needed to turn local ideas into innovations with real economic reach.
The official launch event included a live AR demonstration, a showcase of six Sabah-based Malaysia Digital status companies, the Gold Card presentation, and a lucky draw — giving media, industry players and guests a firsthand look at the platform in action.
With Visit Malaysia Year 2026 underway and Visit Sabah Year 2027 on the horizon, Borneo Adventure Hunt looks set to play a role in positioning Sabah as a more innovative and digitally connected tourism destination.
Want to join in? Download Reviewbah from the App Store or Google Play and start exploring Kota Kinabalu’s checkpoints today.
