It is one of the most successful advertising slogans of modern times. Succinct, smart and insanely catchy, it captures Malaysia's unique appeal and probably ranks as the cleverest piece of tourism marketing Asia has seen.
The 'Malaysia Truly Asia' campaign was launched in 1997 and, while Hong Kong and other destinations undergo seemingly endless repackaging, the campaign's catchphrase has established itself as the most enduring in the regional industry.
In the words of a Time magazine writer: 'It's not deep - what slogan is? - but it somehow manages to suggest a visit to Malaysia will give you Asia in a nutshell. Combined with images of ethnically diverse dancers and lush scenery in the television ads it has made me put Malaysia on my list of places to visit'.
The writer is not alone. Since the introduction of the campaign, the number of tourists visiting Malaysia has climbed to an all-time high, with 1.3 million flooding in during February, the highest total ever recorded for that month. This year, the total number of tourists to Malaysia looks like it will surpass the 2002 record of 13.3 million.
Meanwhile, Hong Kong people are falling for the charms of Malaysia like never before. Nearly 50,000 Hong Kong tourists visited the country in the first three months of the year - 8,000 more than in the first three months of last year.
Noridah Kamarudin, director of the Hong Kong office of the Malaysia Tourism Promotion Board, said there were particular reasons why Malaysia, with its heady mix of beaches, spas, golfing and shopping, was gaining in popularity with Hong Kong tourists.