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Kota Kinabalu (KK) is Sabah's capital and Malaysian Borneo's second-largest urban market — about 460,000 in the city, ~1M metro, running the state's palm-oil administration, oil-and-gas operations, and the gateway to Mount Kinabalu (Southeast Asia's highest peak), Sipadan and Semporna dive sites, and the Kinabatangan wildlife river. Tourism is the leading visible economy — Chinese, Korean, Japanese and Australian visitors dominate; Chinese arrivals were roughly a third of pre-pandemic international arrivals. Buyers are English-first for international B2B and tourism, Malay-fluent for domestic, Mandarin-fluent for greater-China dive and adventure clients.

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