Body

Today, Dato Professor Jimmy Choo is forefront in several areas, namely, at his couture house
on Connaught Street, secondly. Meanwhile, Choo said that although he was living in London,
it was his responsibility to promote Malaysia as a unique tourist destination to the other side
of the world. As a Malaysias Tourism Ambassador, which he was first appointed to this role
in 2009, Datuk Choo continues to promote Malaysia on the international stage at every
opportunity. He sees this as a way of giving back to the country and is very proud that
Malaysia has many things to offer the tourist from sightseeing, shopping, eating and above
all, value for money. The Malaysian islands like Langkawi are unspoilt with beautiful
beaches and peaceful settings which he enjoys promoting. As for whats next for the
successful man, Datuk Choos drive is now to train young designers in the craft of shoe
design and shoe making. Receiving the title of Datuk from SPB Yang di-Pertuan Agong
Tuanku Al-Haj Abdul Halim Mu'adzam Shah ibni Almarhum Sultan Badli shah in June 2013.

Conclusion

Mention Jimmy Choo and elegant, exquisitely crafted shoes immediately first come to
mind as famed for making shoes for the late Princess Diana, Mr Choos beautiful creations
have adorned the feet of royalty and celebrities around the world.

In a nutshell, Jimmy Choo not only took Malaysia name globally, but also in helping to
introduce Malaysias tourism as well as our rich culture internationally. His contribution to
the education in Malaysia also left a big impact and he shows no sign in stopping any time.

JIMMY CHOO CO.

Jimmy Choo, the son of a reputable shoe designer in Malaysia, spent his early years
on the island of Penang working as his fathers young apprentice. Determined to master the
art of shoe design, he came to London in the 1980s to study footwear at a college in London.
Today, Dato Professor Jimmy Choo is forefront in several areas, namely in in his support for
education as Ambassador for Footwear Education at the London College of Fashion and a
spokesperson for the British Council in their promotion of British Education to foreign
students and most importantly in his active support for our country as Tourism Ambassador
for Malaysia since August 2009. Tourism Malaysia acting director-general, Azizan Noordin
said it was important to have the shoe designer icon as Malaysias tourism envoy in the UK.
As a world renowned celebrity icon, he is without a doubt the perfect candidate in helping
Malaysia move up to be an attractive destination for the high-end tourism market. On top of
that, according to the man himself, United Kingdoms market was Malaysias biggest
opportunity in Europe to attract tourists and despite the economic crisis, the country remained
an affordable destination and value for money. The appointment was part of the ministry's
moves to promote Malaysia at the international level, especially in the United Kingdom.
hope when he makes working visits or attends fashion shows in other countries, he will be
recognised not only as the famous shoe designer, but also as a Malaysian who will promote
the country and its uniqueness to the world. Other than contributing in tourism, Jimmy Choo
also owned a restaurant in the heart of London which features delicious Malaysian cuisine on
the menu. This helps to promote Malaysian food as well as our culture internationally.
Among the things he is contributing to his own country, he is also involved in a project to set
up a shoemaking institute in Malaysia, which is a first in the country in order to produce the
finest quality in shoe making and to bring Malaysias footwear industry to the frontline. He is
determined to pass on his skills and knowledge to students and apprentices so that they will
one day become well know shoe designers in their own right. He is also been conferred with
Adjunct Professor for the Faculty of Art & Design, University Technology Mara.