KUALA LUMPUR: A rebranding of Barisan Nasional (BN) is essential amid Malaysia’s dynamic political landscape, particularly considering the experiences in opposition-led states, Umno Information chief Datuk Seri Azalina Othman Said said today.
She said BN must move beyond its existing component structure to strengthen the coalition, noting that if the bloc remains stagnant, it will not gain additional influence.
“In political communications, one narrative does not work for all states. For example, issues in the SG4 states are entirely different from states like Johor or Pahang.
“Each state has a unique landscape, and one message cannot apply to all. Listening to the ground is essential,” she told reporters on the sidelines of the 2025 Umno General Assembly.
Meanwhile, Azalina added that for Umno to survive and continue advancing Malay rights and interests, it must have the capacity to sit together and have open, constructive conversations including through Umno’s new committee.
She was speaking on the Jawatankuasa Penyatuan Rumah Bangsa, a committee formed to handle applications for entry or re-entry from individuals or entire parties.
https://www.nst.com.my/news/nation/2026/01/1357943/updated-umno-sets-committee-handle-applications-new-and-returning
She said the committee is being considered as a potential fast-track system to manage applications, but grassroots input must be heard first before any final decisions are made.
“As a democratic party, we must listen to the voices at the grassroots. During debates, each speaker represents their state, so presentations will differ according to local experiences. The SG4 experience, for instance, differs from BN-led states,” she said.
When asked if the committee’s focus included the possible entry of Bersatu, she said it was not clear at this stage.
“Not yet. Basically, the president is laying the groundwork to gauge responses,” she said.
Elaborating on party president Datuk Seri Dr Ahmad Zahid Hamidi’s policy speech earlier today, Azalina said Umno has always been the base and backbone of Malay politics, providing stability in the coalition.
“When Umno lost in GE14, many left the party for various reasons. History shows what followed.
“Zahid recognises that Umno has the ability to create a positive outlook and build unity by bringing together all Malay parties and leaders,” she said.
Earlier today, Zahid, in his speech said Umno is the original home of Malay politics, from which the nation’s independence was achieved, the Federal Constitution was built, Islam was elevated as a pillar of the nation and the sovereignty of the Malay Rulers was upheld.
https://www.nst.com.my/news/nation/2026/01/1357943/updated-umno-sets-committee-handle-applications-new-and-returning
Azalina added that Umno is not merely an “umbrella” but a home that continues to stand.
“The party is opening its doors and windows and inviting those who genuinely want to strengthen Malay issues and not just speak in political rhetoric.
“What we do not want are politicians or parties who talk about Malay and Islam but always raise objections when it comes to uniting,” she said.
Azalina said politics today is about the present and future. Voters, she said, are no longer automatically loyal based on ethnicity or religion alone.
“One segment evaluates ethnic and religious alignment, while another focuses on economic progress and daily challenges.
“The world is moving in multiple directions, and Umno must speak not just about history but also leverage its experience,” she said.
She added that the party’s information division would conduct a digital audit at the state and division levels, and later at branch level.
“Having a social media account does not automatically mean a branch is politically ready. Digital presence is not just about Instagram, Facebook, or other platforms.
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