the pavilion brand campaign

The Butterfly Effect is a concept invented by the American meteorologist Edward N. Lorenz (1917-2008) to highlight the possibility that small causes may have momentous effects. Lorenz subsequently dubbed his discovery “the butterfly effect” – the nonlinear equations that govern the weather have such an incredible sensitivity to initial conditions, that a butterfly flapping its wings in Brazil could set off a tornado in Texas. Initially enunciated in connection with the problematics of weather prediction, it became eventually a metaphor used in very diverse contexts, many of them outside the strict realm of science – an idea that is more commonly used in Chaos Theory.For Expo 2020 Dubai, Malaysia Pavilion’s #MyButterflyEffect Brand Campaign is a holistic concept to encourage and inspire people to empower themselves towards new thinking, new actions and new outcomes for sustainable development. It is premised on the belief that a small positive change can result in impactful desirable outcomes.

Conceptually, #MyButterflyEffect campaign aspires for a green future for Malaysia and the world, with the iconic Rajah Brooke’s birdwing (Trogonoptera brookiana), Malaysia’s national butterfly, as the brand symbol.

To give flight to the campaign, there were several activities organised at the Pavilion encouraging visitors to make small adjustments towards a more socially-conscious and sustainable lifestyle, showing them how each change can collectively contribute to a much bigger result.

As a start, Malaysia has adopted the Net Zero Carbon approach for its self-built Pavilion, the first to do so for the world expo. This action aims to ensure Malaysia’s participation at Expo 2020 Dubai does not leave behind any carbon footprint, and inspire others as well to take sustainable actions because a small step can have a big and consequential impact on our future.


the campaign ambassador


An esteemed and articulate speaker on issues that concern the public, Royal Ambassador of Malaysia Pavilion’s #MyButterflyEffect brand campaign His Highness Tunku Dato’ Seri Zain Al-‘Abidin Ibni Tuanku Muhriz plays a big role in lending a voice to Malaysia Pavilion’s sustainability and green growth advocacy efforts.

His Highness Tunku Zain Al-‘Abidin is the Founding President of the Institute for Democracy and Economic Affairs; a Trustee of a number of foundations, a newspaper columnist, sits on the board of a few organisations, a committee member of several societies, a Royal Fellow of the National University of Malaysia and an Eisenhower Fellow.

He was educated at the Kuala Lumpur Alice Smith School, Marlborough College and the London School of Economics and Political Science, where he obtained his MSc in Comparative Politics. He worked in the UK Houses of Parliament, the World Bank, United Nations Development Programme, KRA Group and the Lee Kuan Yew School of Public Policy before permanently returning to Malaysia.

His Highness Tunku Zain Al-‘Abidin has spoken at many public speaking engagements and is also a musician and sportsman who serves as President of the Negeri Sembilan Squash Association.