Liyang Group - Research on the Impact of the Malaysia My Second Home (MM2H) Program on Potential Immigrants in China
Company overview
Liyang Group was founded in 1979 and is a diversified, publicly listed company headquartered in Malaysia, with its shares trading on the Main Board of the Malaysian Stock Exchange since 1992. With over four decades of deep expertise in real estate development, the company has evolved into an internationally recognized comprehensive real estate brand. In addition to real estate and resort development, Liyang Group is actively involved in real estate investment, manufacturing, and investment holding. It maintains a strong and expanding presence across Southeast Asia and globally, serving as a key driver in Malaysia's premium residential and international investment landscape.
Research background
The Malaysia My Second Home (MM2H) program is a Malaysian government initiative designed to encourage foreign nationals to reside in Malaysia long-term. The program offers eligible foreign applicants a 10-year multiple-entry visa, renewable upon expiration, encouraging long-term living, investment, and leisure in Malaysia. In recent years, as middle-class Chinese consumers have increased their demand for international lifestyles and asset diversification, China has emerged as a key potential market for the MM2H program. To promote and implement the program in China, Liyang Group seeks to gain a deeper understanding of Chinese potential immigrants' awareness, acceptance, motivations for applying, and concerns regarding the MM2H policy, in order to develop more targeted market strategies.
Research scope
In March 2020, CEIDEA Research was commissioned by Liyang Group to conduct a specialized survey on Chinese consumers' awareness and intentions regarding the MM2H program. The study employed a 'dual-track' approach: on one hand, the research team conducted questionnaire surveys among potential target audiences at key tourism exhibitions, investment and immigration centers, and relevant industry associations; on the other hand, targeted digital advertising and community outreach campaigns were launched through keyword-based search ads and social media promotions, delivering electronic questionnaires to users searching for terms such as 'Malaysian immigration' or 'second home.' The questionnaire covered key dimensions including awareness of the MM2H policy, perceived appeal factors, intent to apply, concerns, preferred service types, and expected budget, providing a comprehensive view of market demand structure.
Expected outcomes
The research successfully identified the primary customer segments in the Chinese market with interest in Malaysia's second-home initiative, including high-net-worth families, retirees, and international education-seeking groups. It also analyzed their core concerns in areas such as residency convenience, property investment, healthcare access, and children's education. The report further uncovered key barriers influencing application decisions, such as language differences, unclear policy understanding, and complex service processes. These findings provide Liyang Group with actionable recommendations for refining its marketing messaging, service packages, and advisor communication strategies. The research outcomes have enabled Liyang Group to develop more targeted market promotion strategies, establishing a data-driven foundation for the future promotion of the MM2H program in China.
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