Hon sounds at Sungai Tujuh — convoy arrives with a smile
A long horn echoed at the Immigration and Customs Checkpoint of Sungai Tujuh at 10 a.m. on May 24, 2026. A line of colorful Protons — blue Saga, pink X70, and shiny black X50 — rolled into Brunei. The first tire touched the blessed land after 10 days of travel from Kota Kinabalu.
PAD Motors had been prepared since dawn. Staff held up signs reading "Smile a Little Mok Nangga," blew bubbles, and schoolchildren danced by the roadside. Mat Naser bin Hj Ramli, 45, stood in the front row: "I waited from Sabah. This is not just a car — it's a love letter between two countries."
The atmosphere exploded when the convoy arrived at ECON Motors 3S on Jalan Berakas. The main stage was decorated with a giant backdrop bearing the convoy's theme: "For a Smile Bah, Smile a Little Mok Nangga." The message was simple: a small smile is enough to welcome.
Honored guests included representatives of the Malaysian Embassy in Bandar Seri Begawan, Brunei Ministry of Transport officials, and over 200 Proton enthusiasts from Tutong to Temburong.
More than just cars — stories on every kilometer
The 10,000 sMILEs convoy is not a regular promotional event. It is a community-based initiative centered around smiles and solidarity — specifically designed for the Year of Malaysia Tourism 2026.
More than 50 Proton vehicles — from early-generation Sagas to the latest X70 — departed from Kota Kinabalu on May 16. Each stop in Sabah and Brunei brought real activities: beach clean-ups in Sipitang, visits to Kampung Panchor Primary School, and donations of stationery to an orphanage in Kuala Belait.
"We measure distance not in kilometers, but in smiles," said an official statement from PAD Motors.
For Rahman bin Damit, 52, a member of the Brunei Proton Owners Club, this event was special: "We rarely host. Usually, we go to Malaysia. Today, we are the hosts — and they came with full smiles."
He showed the convoy sticker on the back window of his old Saga — a 2003 model that still runs smoothly.
Real impact on the market and the road
This convoy stirred more than emotions. It injected energy into the local automotive industry.
PAD Motors — the only Proton dealer in Brunei — reported a 15% sales increase compared to 2025. The X50 and X70 models became the most popular, especially among young professionals in Bandar Seri Begawan.
ECON Motors 3S facilities — with high-tech workshops and interactive display centers — became the main service and exhibition location during the convoy. Customer traffic during the event recorded a 40% increase compared to a normal week.
Convoy participants also became unofficial ambassadors of Brunei. They visited Omar Ali Saifuddien Mosque, walked through Kampong Ayer on traditional boats, and relaxed at Serasa Beach. Small businesses along the route — coffee shops, roti canai stalls, and family homestays — recorded income increases of up to 30% within three days.
One tree, one kilometer, one promise
Proton not only brings cars — but also a green commitment.
Each vehicle in the convoy used certified sustainable biodiesel. For every kilometer traveled, a tree was planted. A total of 10,000 meranti and cengal trees have been planted along the route — 20 of them now thrive in the open space behind ECON Motors 3S.
These trees will be handed over to schools in Brunei through the Sultan Haji Hassanal Bolkiah Foundation. Each tree will be given a unique number and the name of a student who participated in planting.
Haji Hamidon, 63, an environmental lecturer at Universiti Brunei Darussalam, witnessed the planting firsthand: "This is not a gimmick. This is moving education. Children will later ask: 'Where is my tree?' And the answer will be in their schools."
More than just a convoy — the start of a new relationship
The 10,000 sMILEs convoy is one of 17 cross-border programs planned by the Malaysian Ministry of Tourism and the Brunei Department of Tourism for the Year of Malaysia Tourism 2026.
Brunei did not just welcome — but also introduced. At ECON Motors, the photo exhibition "Brunei Without Filters" showcased daily life in Temburong, crafts in Tutong, and traditional cuisine in Belait.
Dr. Rudi, a local tourism expert, said: "The pandemic broke many ties. This convoy is not just about cars — but about starting conversations again. We believe this will be a gateway for student exchanges, entrepreneur exchanges, and cultural collaborations."
The event ended with a raffle and group photos. Participants received souvenirs: ceramic mugs inscribed with "10,000 sMILEs," and meranti seedlings in carved wooden boxes.
As the convoy rolled out towards Temburong, many fans still stood by the roadside — waving, smiling, and recording videos with their phones. The journey is not over. But its imprint is clear: on the land, in the hearts, and in Proton Brunei's sales records.