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Marketing In Asia > Blog > Press Release > Sayang Kelip-Kelip: Senheng and FRIM Illuminate the Path to Firefly Conservation
Press Release

Sayang Kelip-Kelip: Senheng and FRIM Illuminate the Path to Firefly Conservation

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Last updated: 2025/08/29 at 2:34 PM
MIA Editor
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Around the world, firefly populations are under growing threat from habitat loss, pollution and unchecked development, and Malaysia is no exception1. In response to this, Senheng Electric (KL) Sdn. Bhd. in partnership with Laifen and the Forest Research Institute Malaysia (FRIM), has taken a decisive action to protect our country’s natural icons through Sayang Kelip-Kelip, a three-year conservation programme led by Dr. Shawn Cheng and his team at FRIM. 

Backed by a RM225,000 grant running from 2023 to 2026, the initiative combines scientific research, local community outreach, and public education to ensure these glowing spectacles remain part of Malaysia’s natural heritage for generations to come. 

Fireflies are more than a tourist attraction, they are living indicators of healthy rivers. Their iconic status in river estuaries also help ensure the flora and fauna in the ecosystem continue to stay protected.  

New Scientific Insights 

Over the past year, FRIM researchers have made significant progress in understanding and safeguarding firefly populations along Malaysia’s west coast. The research programme aims to help improve our understanding of firefly populations and to engage Malaysians in their protection. Key milestones include: 

  • Mapping key firefly hotspots with drone-based surveys to track habitat changes and identify key habitats and vegetation. 
  • Identifying lesser known, key firefly populations in the country at Sg. Panjang (Sabak Bernam, Selangor) and Sg. Johor (Kota Tinggi, Johor) that are crucial for future conservation activities.  
  • Genetic analysis to study firefly breeding patterns and to identify plant species essential for firefly survival by analysing the gut content of adult fireflies. 
  • Publishing breakthrough research entitled “Palaeodrainages of the Sunda Shelf detailed in new maps” in the Journal of Palaeogeography (2025), revealing historical changes in coastal ecosystems that have shed light on understanding of animal dispersal, including estuarine fireflies. 
  • Community engagement programmes to involve communities that depend on firefly tourism in conservation efforts through information sharing and education.  

Illuminating Young Minds  

This year, Sayang Kelip-Kelip hosted a field trip for a total of 43 special needs students and teachers from SMK Taman Ehsan, offering a meaningful chance to learn about fireflies and to experience the FRIM campus. 

During the visit, students were introduced to Malaysia’s synchronous fireflies. They also participated in an interactive activity, creating firefly models after learning about their anatomy, turning knowledge into practice.  

“We truly appreciate Senheng, Laifen, and FRIM for giving our students this unique opportunity,” said a representative from SMK Taman Ehsan. “It has been an eye-opening and educational experience for them, and we are delighted to see how much they enjoyed it. We hope there will be more initiatives like this in the future to inspire and engage our students with nature.” 

Looking Ahead 

With two years remaining in the programme, the Sayang Kelip-Kelip team aims to: 

  • Complete its three-year research program and publishing its findings in peer-reviewed journals. 
  • Explore the possibility of firefly translocation to restore populations in degraded areas. 
  • Continue expanding community outreach to promote sustainable firefly tourism and river preservation.  

“At Senheng, we believe in CSR initiatives that deliver measurable and lasting impact,” said KH Lim, Managing Director, Senheng. “Fireflies are a part of Malaysia’s identity, protecting them means protecting the health of our environment.” 

Legal Disclaimer: The Editor provides this news content "as is," without any warranty of any kind. We disclaim all responsibility and liability for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this article. For any complaints or copyright concerns regarding this article, please contact the author mentioned above.

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