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REAFFIRMING MALAYSIA’S COMMITMENT TO UNPKO A BLUE OCEAN STRATEGY Capt. Martin A. Sebastian RMN (R) Centre for Maritime Security & Diplomacy - MSD Version: Final Date: 30 January 2017

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Page 1: REAFFIRMING MALAYSIA’S COMMITMENT TO UNPKO A BLUE OCEAN ...€¦ · f. To employ Blue Ocean Strategy in a coherent branding of Malaysia in the UN. Malaysia and UN Peacekeeping –

REAFFIRMING MALAYSIA’S COMMITMENT TO UNPKO – A BLUE OCEAN STRATEGY

Capt. Martin A. Sebastian RMN (R)

Centre for Maritime Security & Diplomacy - MSD

Version: Final

Date: 30 January 2017

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Table of Contents

Introduction ........................................................................................................................................ 3

Problem Statement ........................................................................................................................ 6

Objectives ........................................................................................................................................... 7

Malaysia and UN Peacekeeping – Building on the Past ......................................... 7

Pledged and Possible Contributions to UN Peacekeeping ................................. 13

Leveraging Contributions for Prominent Posts in the UN .................................... 15

Brand Malaysia – Building Global Communities ...................................................... 17

UN Peacekeeping Reforms: Malaysia as a Stakeholder ..................................... 19

National Blue Ocean Strategy - Enhancing Malaysia‟s Position at the UN 21

Conclusion ...................................................................................................................................... 24

Bibliography: .................................................................................................................................. 25

Table of Figures

Figure 1 – Current UN Peacekeeping Operations .......................................................... 4

Figure 2 – The Budget of Current UN Peacekeeping Operations ........................... 5

Figure 3 – Malaysia at the UNSC ........................................................................................... 6 Figure 4 – Malaysian Peacekeepers and US Forces in Somalia – Source

ASTRO Awani .................................................................................................................................. 8

Figure 5 – The Casket of Lance Corporal Mat Aznan Awang in Somalia ........... 9 Figure 6 – Lieutenant General (Lt Gen), Force Commander of the Military Contingent of the United Nations Transitional Authority in Cambodia (UNTAC) greets members of the Royal Malaysian Air Force (RMAF), part of the

Malaysian Contingent to Cambodia, at Phnom Penh Airport ................................. 11

Figure 7 – Malaysian dentist and assistant in Laayoune, Western Sahara..... 12 Figure 8 – Senior Fellow MIMA with Cambodian and South Korean Representatives ........................................................................................................................... 16

Figure 9 – Senior Fellow MIMA with Co Chairs of the CSCAP SG ..................... 16 Figure 10 – Enhancing Malaysia‟s International Profile: A Comprehensive

Approach ......................................................................................................................................... 18

Figure 11 – The Malaysian Peacekeeping Centre (MPC) ....................................... 21

Figure 12 – Creating value through Blue Ocean Strategy ....................................... 22 Figure 13 – UN Peacekeeping – National Blue Ocean Strategy: Promoting

Brand Malaysia ............................................................................................................................. 24

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Introduction

The United Nations (UN) was founded in 1945 in the aftermath of the

devastating Second World War. Since its inception, the UN, besides other

functions, has been called upon to maintain international peace and security,

and to support the establishment of environments in which peace processes

can be consolidated. In 1948, the deployment of the first UN field mission to

support peace was conducted in the Middle East to observe and maintain the

ceasefire during the Arab-Israeli War.1

Since then, United Nations peacekeepers have taken part in a total of 63

missions around the globe, 17 of which continue today (Annex A). The

peacekeeping force as a whole received the Nobel Peace Prize in 1988. With

over 60 years of experience, today‟s multidimensional peacekeeping

operations work closely with other UN agencies, funds and programmes to

deliver a joint UN response to conflicts worldwide.

According to the UN Charter, 2 the Security Council holds primary

responsibility for maintaining peace and security. Even though it is not

specifically enshrined in the Charter, the legal basis for peacekeeping can be

found between the traditional methods for the “pacific settlement of disputes”

under Chapter VI and the more forceful action mandated under Chapter VII.

1https://en.wikipedia.org/wiki/1948_Arab–Israeli_War

2 http://www.un.org/en/sections/un-charter/introductory-note/index.html

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Figure 1 – Current UN Peacekeeping Operations

Source: www.un.org

With over 120,000 personnel worldwide, UN peacekeeping is helping

countries torn by conflict to create lasting peace. From strengthening

government ministries in South Sudan to supporting elections in Haiti, from

protecting civilians in Eastern Congo to maintaining ceasefire lines along the

Golan Heights, military, police and civilian staff are working in 16 missions

around the world to assist the governments and people of host countries to

prevent a recurrence of conflict, foster peace and security, and support the

establishment of environments in which peace processes can be

consolidated.

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Figure 2 – The Budget of Current UN Peacekeeping Operations

Source: www.un.org

The member states of the UN authorise specific peacekeeping operations

through Security Council resolutions. Mandates are usually negotiated by the

Council in response to analysis and recommendations provided in reports of

the Secretary-General about the situation in the country. Security Council

mandates are renewed at regular intervals, and revised as necessary, until

such time as a decision is taken to withdraw the mission.

Member states also play a critical role in the support and maintenance of

peacekeeping missions through the General Assembly. The Special

Committee on Peacekeeping Operations, which reports to the General

Assembly through the Fourth Committee (Special Political and

Decolonisation), meets annually in New York to negotiate a report that

provides a context for the work of UN peacekeeping and sets broad policy

parameters for it. This committee mainly consists of past or current troop or

police contributors to peacekeeping operations and is colloquially known as

“the C34” as it was initially made up of 34 member states, although the

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current membership is 144. Malaysia is a member of the C34. Malaysia has

also completed two, two-year tenures, as a non permanent member of the

UN Security Council.

Figure 3 – Malaysia at the UNSC

Source: http://www.thestar.com.my/news/nation/2016/12/22/malaysia-played-key-role-in-

unsc-anifah-recalls-countrys-experience-in-security-council-as-tenure-co/

Problem Statement

Malaysia has been involved in UN Peacekeeping since 1960, even before the

formation of the Federation in 1963. Malaysia has almost 60 years of sterling

service in every continent except for the Americas. Besides field operations,

at the UNHQ, Malaysia has held twice the two-year term as a non permanent

member in the UN Security Council. Malaysians have held Assistant

Secretary General (ASG) posts while SF/MSD completed a three-year

secondment with the Department of Peacekeeping Operations. However, with

such a glorious history in the UN, Malaysia has no more representatives in the

UNHQ and has minimal footprint in UN Peacekeeping Operations. Though

Malaysia has committed to enhance contributions during the 2015 Leaders’

Summit in New York and reiterated her commitment in the 2016 UN

Peacekeeping Defence Ministerial meeting in London, a concerted strategy is

yet to be developed to address a comprehensive role for Malaysia in UN

Peacekeeping.

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Objectives

The objectives of this report are as follows:

a. To build from the past and set forth a strategy for the future

b. To realise pledged and possible contributions in positioning the

Malaysian Armed Forces as an instrument of Foreign Policy

c. To leverage on contributions for notable positions in the Field and

UNHQ New York to raise the profile for Malaysia

d. To collectively involve Malaysian entities in the peacekeeping

continuum from UN Peacekeeping to Peace Building with a view to

create value for Malaysia

e. To evaluate reforms in UN Peacekeeping and identify where

Malaysia has a role to play.

f. To employ Blue Ocean Strategy in a coherent branding of Malaysia

in the UN.

Malaysia and UN Peacekeeping – Building on the Past In October 1960, Malaysia deployed its first contingent of 3,500 Malay Special

Forces of the then Malayan Armed Forces to the United Nations Operation in

Congo (ONUC). Since then, Malaysia has participated in over 30

peacekeeping operations with the deployment of 29,000 peacekeepers from

the Malaysian Armed Forces and the Royal Malaysian Police. Such

deployment in various UN Peacekeeping Operations is a manifestation of

Malaysia‟s strong commitment to shared responsibilities towards the early and

peaceful resolution of conflicts.

In addition to UNPKOs, Malaysia has participated in other UN-mandated

missions namely the 3 UN-mandated NATO-led PKOs, namely, the

Implementation Force (IFOR) and Stabilisation Force (SFOR) in Bosnia-

Herzegovina, the International Force East Timor (INTERFET) and

International Security Assistance Force in Afghanistan (ISAF), and the

International Monitoring Team (IMT) in Mindanao, the Philippines.

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Currently, Malaysia is involved in UN Peacekeeping Operations in the

Democratic Republic of Congo (MONUSCO), UN Interim Force in Lebanon

(UNIFIL), UN Mission in Liberia (UNMIL), UN Mission in the Republic of South

Sudan (UNMISS), UN-African Union Hybrid Mission in Darfur (UNAMID), UN

Interim Security Force for Abyei (UNISFA) and Western Sahara (United

Nations Mission for the Referendum in Western Sahara – MINURSO).

Malaysia has also sent a medical team as part of NATO‟s operations in

Afghanistan.3

Malaysia was the 6th largest contributor to UN Peacekeeping in 1998. Having

served in every continent in the world except for the Americas, Malaysia has

had notable service in UN Peacekeeping. Malaysia‟s involvement in Somalia

was captured in the movie, “Black Hawk Down” where on 3-4 Oct 1993,

Malaysia rescued 88 US Rangers trapped in Mogadishu.4 However, Malaysia

was never depicted in the movie. Malaysia lost 4 Armoured Personnel

Carriers (APC) out of the 32 in the inventory during the successful operation.

Figure 4 – Malaysian Peacekeepers and US Forces in Somalia – Source ASTRO Awani

3http://malaysiaunsc.kln.gov.my/index.php/malaysia-at-the-unsc/malaysia-s-commitment/strengthening-

the-un-peacekeeping-operations 4http://studentsrepo.um.edu.my/1287/9/BAB_6.pdf

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A group of American soldiers was caught behind enemy lines after Somali

militias shot down two Black Hawk helicopters over Mogadishu. Malaysia

never recorded the incident in its entirety and the whole movie became a

controversy when it was released. After much fanfare, the US publically

acknowledged the feat of Malaysians. One Malaysian soldier, Lance Corporal

Mat Aznan Awang, driver of a Malaysian Condor APC, was killed when his

vehicle was hit by a rocket-propelled grenade. 5 He was posthumously

promoted to Corporal and awarded the Seri Pahlawan Gagah Perkasa medal.

Figure 5 – The Casket of Lance Corporal Mat Aznan Awang in Somalia

Source: Brig Jen (B) Datuk Abdul Latif Ahmad – Aku Masih Ingat…Memoir Seorgan Komander

When UN Secretary-General Dag Hammarskjold established the first UN

peacekeeping force, the UN Emergency Force (UNEF), in 1956, he outlined

the broad philosophy of peacekeeping that peace operations came to be

subjected to. In his “Summary Study”, the Secretary-General pronounced the

principles of traditional peacekeeping as consent, impartiality and minimum

use of force.6 Hammarskjold saw peacekeeping as a role for the UN which

was quasi-military but avoided the use of force.

5http://says.com/my/news/us-thanks-malaysia-for-role-in-black-hawk-down-rescue-mission

6These principles has since been enshrined in the UN Charter

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When deploying Malaysian contribution for UN Peacekeeping, the Permanent

Mission of Malaysia to the United Nations7 will need to ensure that the UN has

the consent of the belligerents for Malaysians to be part of the UN. In addition,

the involvement of Malaysia in the host country should also be in line with the

foreign policy objectives of the Ministry of Foreign Affairs Malaysia. This

responsibility comes from the multi-lateral division in the ministry. The current

challenge for the multi-lateral division is that though involvement of Malaysia

in UN matters are part of the foreign policy objectives, most contributions for

UN Peacekeeping Operations come from the Ministry of Defence. The

Ministry of Defence is a major stakeholder and much of the decisions to take

part in a mission are left to it. Whilst involvement in the UN is about projecting

Malaysia and creating a value chain, another more practical approach that

would include the Ministry of Finance is required. This would provide a

coherent strategic partnership between foreign policy objectives and

contributions, and enhancing the value chain in projecting the nation in the

international arena. Whilst past UN contributions are mostly centered on

military involvement, the government must view contributions with a broader

objective in mind.

All three services of the MAF have had their share of experience with UN

Peacekeeping. Whilst many may only see the Army involved as “boots on

ground”, the Royal Malaysian Air force (RMAF) was notable in the United

Nations Transition Authority in Cambodia (UNTAC). The RMAF Technical

Specialist Group (TESPEG), consisting of Air Traffic Controllers, Fire Fighters

and Base Operation personnel were tasked with contributing to UNTAC's

aerial operations requirements. Malaysia committed a total of 1,090 military

personnel to the UNTAC operation, including eight Sikorsky S-61 helicopters

and a Ranger Battalion, one of the 34 countries to commit troops.

7https://www.un.int/malaysia/

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Figure 6 – Lieutenant General (Lt Gen), Force Commander of the Military Contingent of the United Nations Transitional Authority in Cambodia (UNTAC) greets members of the Royal Malaysian Air Force (RMAF), part of the Malaysian Contingent to Cambodia, at

Phnom Penh Airport

Source: Australian War Memorial

RMAF personnel were also involved in Bosnia Herzegovina as Tactical Air

Control Party (TACP) during Malaysia‟s involvement with the Implementation

Force (IFOR) in Bosnia. Though the operations were NATO-run, there was

involvement from Non-NATO nations like Australia, Austria, Bangladesh, the

Czech Republic, Egypt, Estonia, Finland, Hungary, Latvia, Lithuania,

Malaysia, New Zealand, Pakistan, Poland, Romania, the Slovak Republic,

Sweden, Russia, and Ukraine.8

The Royal Malaysian Navy (RMN) was involved in NATO-IFOR as well when

deployed to support the National Support Element (NSE) in Split, Croatia. KD

Sri Indera Sakti and KD Mahawangsa were deployed to provide logistics to

MALCON troops serving in Multi-National Division South West (MND-SW)

under the command of UK Forces. The RMN was also involved in Somalia

where under Operation United Shieldv (UNOSOM II withdrawal), the two

vessels were involved in successfully withdrawing Malaysian troops from

Somalia on 3 March 1995.9

8https://en.wikipedia.org/wiki/Implementation_Force

9http://studentsrepo.um.edu.my/1287/9/BAB_6.pdf

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Besides the three Services from the MAF, Malaysian Medical Corps also

served under with the United Nations in Western Sahara under the UN

mission MINURSO. The medical service of MINURSO was provided between

1991 and 1994 from Switzerland, from 1994 to 2006 by a contingent from

Republic of Korea and from 2006 to 15 Nov 2010 ( MMU 1-9) by Malaysia.10

Figure 7 – Malaysian dentist and assistant in Laayoune, Western Sahara

Source: http://www.unmultimedia.org/s/photo/detail/440/0440749.html

In all, Malaysian servicemen/women have represented the country in a

number of ways. These contributions should be reflected upon to pave the

way for Malaysia to play a bigger role in UN Peacekeeping.

10http://www.bernama.com/bernama/v3/bm/news_lite.php?id=500316

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Pledged and Possible Contributions to UN Peacekeeping

In September 2015, President Obama chaired the 2015 Leaders' Summit on

UN Peacekeeping during the opening session of the 2015 UN General

Assembly in New York. Over 50 UN member states participated. With the

recommendations of the High Level Independent Panel on UN Peacekeeping

(HIPPO), participating countries produced a declaration stressing the need for

greater resources, reform and improvement of peacekeeping structure,

organisation, planning, leadership, training, and capabilities, zero tolerance

and discipline for UN peacekeepers who perpetrate sexual exploitation and

abuse; and protection of civilians as well as improved security for UN

peacekeepers. Over 50 countries made new pledges 11 to support UN

peacekeeping, including over 40,000 additional troops and police, 40

helicopters, 15 engineering companies, and 10 field hospitals. Significant

support came from a number of European countries, as well as China, which

pledged to create a 8,000-troop standby force and a permanent police unit.

Malaysia pledged 2 Formed Police Units (FPU), 100 police officers, an

infantry battalion and engineering unit and capacity building of troops.

At the end of the Summit, a Declaration of Leaders' Summit on

Peacekeeping 12 was produced. However, this pledge was not processed

comprehensively with the Ministry of Defence. This was evident when the UN

was not factored in MINDEF‟s workshop which was held the following year.

In 2016, the Ministry of Defence called for a Bengkel Halatuju MINDEF. The

Workshop was held in two sessions - a shaping workshop in the Officers

Mess MINDEF and the workshop proper in Awana Genting Resort. During the

workshop, 5 Pillars (Teras Halatuju) were identified. SF/MSD proposed that

under the Teras Diplomasi (Diplomacy Pillar), the UN be factored as MAF has

had sterling contributions over the years and that it should leverage on Military

as an Instrument of Foreign Policy, working collectively with the Ministry of

Foreign Affairs. Malaysia should endeavor to increase contributions to return

as a major stakeholder in the UN. Within the framework, MAF should consider

deploying RMN to the Multinational Task Force in Lebanon (UNIFIL-MTF).

11

http://futurepeaceops.org/664-2/

12https://obamawhitehouse.archives.gov/the-press-office/2015/09/28/declaration-leaders-summit-

peacekeeping

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This will augur well with our contributions with troops in Lebanon and the

reimbursements from this contribution can be used to maintain the Kedah

Class Squadron, thus identifying the squadron as the nation‟s peacekeeping

squadron. On completion of the workshop, the RMN worked out the costs and

issued a proposal defining the element to be contributed, the costs and the

targeted year of deployment. The following is an excerpt from the submission:

*RMN Participation in the UN Maritime Task Force (MTF) Mission for 2018* 1. The RMN is ready to send a ship for our first participation as *Malaysian Maritime Component (MMC)* in the UN MTF mission for 2018. 2. This future mission would involve a deployment of one Patrol Vessel (PV) together with ship-borne helicopter. 3. The overall budget for the nature of * 3 months tasking* would incur a total of RM5.5 million. 4. The RMN is currently focusing on the details preparation of the ship in accordance with the *UN Contingent Owned Equipment* readiness check. 5. At the same time, the MINDEF Policy Div will prepare the necessary papers for Cabinet approval.

Following the 2015 Leaders Summit on UN Peacekeping, a Ministerial

Meeting was held in London in September 2016.13 This meeting was attended

by the Defence Minister. Whilst Malaysia reiterated her commitments, the

additional pledge to deploy RMN vessels were not announced. This was due

to a miscommunication between the RMN, the Chief of Armed Forces, and

the MINDEF policy division. As a result, Malaysia did not have a „wow‟ effect

during the meeting. Perhaps, with the new Chief of Armed Forces, MINDEF

policy division may want to streamline efforts towards UN Peacekeeping. It

only goes to show that a comprehensive strategy needs to be developed to

ensure all stakeholders understand the government‟s stand on UN

Peacekeeping.

13https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/566647/FCO1022_Def

ence_Ministerial_Meeting_on_UN_Peacekeeping_v9.pdf

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In January 2017, a follow up Bengkel Halatuju MINDEF was held in Subang

Saujana. In the workshop, MINDEF policy division reiterated the following:

Focus 2: Enhancement of Influence/Leadership Internationally.

Strategy A3 - Malaysia needs to enhance her position in

DPKO.

o Output - Enhancement of abilities in UN PKO

missions

o Outcome - Enhancing Malaysia‟s international

profile to safeguard Malaysian interests.

Leveraging Contributions for Prominent Posts in the UN

Whilst MINDEF and MOFA were busy carving out Malaysian involvement in

UN Peacekeeping, MIMA, worked closely with University Pertahanan

Nasional Malaysia (UPNM) on matters of UN Peacekeeping. MIMA, through

the involvement with the Council for Security and Cooperation in the Asia

Pacific (CSCAP), founded a Study Group (SG) on Enhancing Contributions

from Asia Pacific countries in UN Peacekeeping. 14 South Korea and

Cambodia joined as Co-chairs for this SG. The main strategy for Malaysia in

this SG is to leverage on contributions and promote Malaysia as a key player

in UN Peacekeeping. The first SG was held in South Korea 15 which

conducted the 12 PKO Seminar where MIMA was invited to speak

14http://www.cscap.org/index.php?page=enhancing-contributions-from-asia-pacific-countries-to-un-pko

15

http://www.cscap.org/uploads/docs/PKO/1PKOReportNov2016.pdf

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Figure 8 – Senior Fellow MIMA with Cambodian and South Korean Representatives

Figure 9 – Senior Fellow MIMA with Co Chairs of the CSCAP SG

During the SG, participants referred to the HIPPO and implementation

guideline.16 Participants also addressed Performance Peacekeeping17 where

the UN studied the use of Technology in Peacekeeping. The UN

Peacekeeping Capability Readiness System (PCRS)18 was widely discussed

16

Arthur Boutellis and Andrea Ó Súilleabháin, “Working Together for Peace: Synergies and Connectors

for Implementing the 2015 UN Reviews,” New York: International Peace Institute, May 2016.

17

http://www.performancepeacekeeping.org/offline/download.pdf 18

https://cc.unlb.org/default.aspx

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and participants came to the consensus that any contribution to UN

Peacekeeping should be registered and processed in the PCRS. The SG

concluded the following; Identification of the types of contribution, capacity

building for these contributions and registration of contributions in the PCRS.

As deployment and based on consent and foreign policy objectives in the host

country, the UN and the Ministry of Foreign Affairs will decide on the eventual

deployment. The 2nd SG will be held in Kuala Lumpur in April 2017. Prior to

the SG, MIMA is planning a national level PKO Seminar themed, “A National

Blue Ocean Strategy for UN Peacekeeping – Operationalising Brand

Malaysia”.

In collaboration with MINDEF and MOFA, supported by MiDAS, UPNM and

MIMA, this Seminar is desired bring about a coherent understanding of

Malaysia‟s past and future involvement in UN Peacekeeping. These initiatives

will pave the way for MINDEF, MOFA and the Ministry of Finance to be

serious in leveraging contributions towards better positioning Malaysia in

global matters. We may need to build capacity internally and project our

interests progressively to export Brand Malaysia. National ideologies should

not mar our grand agenda to build on what Malaysia has achieved. While

Malaysia is striving to be well represented in IMO and ICAO, Malaysia is

under represented in UNHQ. Malaysia needs a coherent approach to address

this issue nationally.

Brand Malaysia – Building Global Communities

Malaysia is Truly Asia, has been a tagline for the Malaysian tourism industry

for ages. The tagline refers to the diversity of the Malaysian Heritage which is

uniquely Malaysian. Malaysians find it easy to immerse themselves in

harmony with foreign cultures and have the gift of the gab in learning foreign

languages. These important attributes make Malaysians the best export for

UN related initiatives. In this context, Brand Malaysia gives room to explore

unexploited opportunities for Malaysians in the global arena.

Malaysia has conducted a number of initiatives of global reach. 19 The

Langkawi International Dialogue (LID) series has been conducted since 1995

19

https://papersmart.unmeetings.org/media2/4653469/malaysia-e26-.pdf

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while the Malaysian Technical Corporation Programme (MTCP) is well-

received by participating countries. In conjunction with the 68th United

Nations Day celebration held in Kuala Lumpur in 2013, the MTCP was

accorded the MDG "Global Partnership for Development" award, a recognition

for its outstanding contribution to the United Nations development goal.

Malaysia is a proud recipient of the United Nations Malaysia Award in 2013

for contributions towards Millennium Development Goal 8 - Developing a

Global Partnership for Development. These initiatives, combined with other

international capacity building programmes, need to be amalgamated with

Malaysia‟s involvement in the UN

Figure 10 – Enhancing Malaysia’s International Profile: A Comprehensive Approach

In doing so, Malaysia could also look into peace-building activities where

peacekeeping becomes a window to Malaysia‟s footprint in the host country.

Like a wedge opening seams, Malaysian UN Peacekeeping elements can be

utilised to create windows of opportunity for Brand Malaysia. Post-conflict

rebuilding involves restructuring and reconstruction of civil entities to avoid the

host country from backsliding into conflict. Expertise from Malaysian former

civil servants, small and medium industries and volunteer workers can play a

role in post conflict rebuilding. While donors and partners for rebuilding may

be obtained by the host country from western and middle-east contributors,

Malaysian expertise can be utilised with host-country human resources to

position Malaysia as an international player. The Economic Transformation

Programme (ETP) with the NKRA and NKEA and a number of EPPs can be

an export item for host countries aiming to rebuild their nation.

Enhancing Malaysia's International Profile

LID

MTCPUN

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As most UN Peacekeeping Operations are centred in Africa, combining the

LID and MTCP initiatives will augur well for Malaysia at smart partnerships in

building civil capacities. To effect this, a coherent strategy is needed to utilise

Malaysian Embassies/High Commissions as information collection entities.

Such information will be important to the multi-lateral division and the

Permanent Representative of Malaysia to the UN when deciding on the

quantum of contributions and its utility for Brand Malaysia in the host country.

Whilst discussing Brand Malaysia for post-conflict rebuilding, Malaysian

companies can also play a major role in refugee dynamics. Halal foods, birth

control, disposable clothing and hygiene materials can be produced for mobile

Brand Malaysia will pave the way to unrivalled uniqueness that will project

Malaysia into the global scene like no other.

UN Peacekeeping Reforms: Malaysia as a Stakeholder

In attending the 2015 Leadership Summit in New York and reaffirming

Malaysia‟s commitment to UN Peacekeeping reforms, Malaysia has become a

stakeholder in the reforms that are underway. In echoing this commitment, the

Prime Minister also added that at the regional level, Malaysia has mooted the

ASEAN Militaries Ready Group (AMRG) for Humanitarian Assistance and

Disaster Relief (HADR).20 The AMRG, if developed into a mobile entity, may

be able to provide Over The Horizon (OTH) forces to support deployed UN

troops or evacuate them in unison with NATO/US Forces. Though the UN has

only experienced an organised withdrawal during UNOSOM II, the possibility

of evacuating UN troops in future operations cannot be understated.

The meeting in London in 2016 solidified Malaysia‟s role in UN Peacekeeping

reforms, which means there is no turning back on commitments. Then again,

how does being part of these reforms propogate Malaysian interests? In what

way can Malaysia capitalise on these reforms? If the HIPPO Report is to be

used as basis, Malaysia should start looking at the report seriously.

20http://www.thestar.com.my/news/nation/2015/09/29/najib-un-peacekeeping/

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The HIPPO Report enumerates the following:

Reemphasising conflict prevention and mediation;

Expanding civilian protection capabilities;

Clarifying peace operations' authorities to manage ongoing conflict and

use military force;

Sustaining supervision of peace agreements implementation and

societies emerging from conflict;

Crafting clear, achievable peacekeeping mandates

Improving UN peacekeepers' speed, capability, and performance;

Strengthening partnerships with regional organizations, such as the

African Union;

Following through on policies to improve mission leadership and

gender diversity;

Holding UN peacekeepers accountable for violence against civilians

and sexual exploitation and abuse, and

Improving consultation with host governments and local populations;

Improving structural management and support of peace operations,

including a more robust leadership structure

Within UN headquarters, and focusing administrative authority in the

field; and increasing resources for missions whilst improving pre-

mission resource planning and linking continued resourcing to results-

based mission assessments.

The Malaysian Peacekeeping Centre (MPC) should be prepared to cater to

many of the above reforms. A practical syllabus which captures Brand

Malaysia and lessons from the past can be developed uniquely for training. In

addition, incorporating training for the many entities in UN Peacekeeping like

the civilian led Joint Mission Analysis Centre (JMAC) and the Joint Operations

Centre (JOC) which incorporates military, police and civilians could be

developed and used for training international participants and position

Malaysia as a go-to country for UN Peacekeeping training.

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Figure 11 – The Malaysian Peacekeeping Centre (MPC)

Source: http://www.peaceopstraining.org/programs/ntcelp/asia/mpc/

In the interim, Malaysia can capitalise on the UN Charter of Equitable

Geographical Distribution and Gender Balance to build capacities where

required. Issues of under representation can be addressed when these

capacities are developed.

National Blue Ocean Strategy - Enhancing Malaysia’s Position at the UN

The Blue Ocean Strategy was developed by W. Chan Kim and Renée

Mauborgne. They observed that companies tend to engage in head-to-head

competition in search of sustained profitable growth. Yet in today‟s

overcrowded industries competing head-on results in nothing but a bloody red

ocean of rivals fighting over a shrinking profit pool. Lasting success

increasingly comes, not from battling competitors, but from creating blue

oceans of untapped new market spaces ripe for growth. The Blue Ocean

Strategy challenges everything you thought you knew about strategic success

and provides a systematic approach to making the competition irrelevant.21

21https://www.blueoceanstrategy.com/what-is-blue-ocean-strategy/

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The Malaysian National Development Strategy (MyNDS). NBOS serves as

the basis for the Malaysian National Development Strategy (MyNDS) which

will guide the 11th Malaysia Plan from 2016 until 2020. MyNDS focuses on

rapidly delivering high impact on both the capital and people economies at low

cost to the government. The capital economy is about GDP growth, big

businesses, large investment projects and financial markets, while the people

economy is concerned with what matters most to the people, including jobs,

small businesses, the cost of living, family well-being and social inclusion.

Under MyNDS, strategy formulation is being driven by creativity and

innovation, and strategy execution follows the principles of fair process. By

reconstructing the conventional boundaries that exist across public and

private organisations, the government is creatively unlocking and multiplying

national resources. Costs are lowered by breaking down silos across

ministries and agencies to unlock under utilised resources, while higher

value is delivered to people by creatively deploying those resources to hot

spots. This enables the simultaneous pursuit of high income and greater

public well-being while keeping taxes low22. When discussing about under

utilised resources, Brand Malaysia comes to mind.

Figure 12 – Creating value through Blue Ocean Strategy

Source: http://build2.blueoceanstrategy.com/what-is-blue-ocean-strategy/

22http://www.nbos.gov.my/posts/what-is-nbos

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Within the context of the National Blue Ocean Strategy (NBOS), the initiatives

in safety and security have been internally focused. Through Transformational

Leadership, Malaysia can employ NBOS strategy across the 6 areas where

UN is concerned.

NBOS opens opportunities in the uncontested market place where

Brand Malaysia is concerned.

Competition is irrelevant as Malaysia has its own uniqueness which

cannot be replicated.

New demand can be created when credible Malaysians are deployed

globally as part of Malaysia‟s Foreign Policy.

Opportunities for value-cost trade off are in the following areas

i. Reimbursement for assets deployed with the UN.

ii. Contracts for projects in host country

iii. Participation of Malaysian industries in UN activities e.g.,

refugee dynamics.

iv. Positions in the field and UNHQ held by credible Malaysians.

v. Prospects to develop future CEOs who will be game changers in

the dynamics of the global village

Alignment of the Whole of Nation concept to position Malaysia

internationally.

The NBOS will be the best tool to employ in realising Brand Malaysia to

enhance Malaysia‟s profile internationally. While Malaysia has committed to

UN reforms and pledges, coherence of effort between foreign policy

objectives and asset managers can be highlighted under NBOS. As value

creation becomes important, the Ministry of Finance where NBOS finds its

home must come to play.

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Conclusion

Figure 13 – UN Peacekeeping – National Blue Ocean Strategy: Promoting Brand Malaysia

While Malaysia‟s foreign policy on UN Peacekeeping remains unchanged, an

enhancement is needed to position more of Malaysia in the international

scene. Malaysia‟s past glory in UN Peacekeeping is a good resume; however,

a constructive strategy is needed to look beyond the horizon. What are our

long term goals? How do we leverage ourselves in this inter-governmental

organisation and take advantage of our membership instead of just being a

global citizen? The National Blue Ocean Strategy (NBOS) falls under the

purview of the Ministry of Finance. Working in concert with the government as

a whole, this Ministry will need to monitor the value chain in Malaysia‟s

involvement with the UN. A Blue Ocean Strategy will augur well with our

vision to be a global citizen, promote Brand Malaysia and the best of our best

assets.

Ministry of Finance

Ministry of Foreign Affairs

Minstry of Defence

Ministry of Home Affairs

Prime Minster's

Department

National Blue Ocean Strategy

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4. Alex J. Bellamy and Paul D. Williams,“Broadening the Base of United Nations Troop- and Police-Contributing Countries,” Providing for Peacekeeping No. 1, New York: International Peace Institute, August 2012.

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