Malaysia’s impending full membership in the Western and Central Pacific Fisheries Commission (WCPFC) marks a geopolitical milestone, granting the nation expanded fishing quotas and access to high-seas tuna resources. Concurrently, the National Tuna Strategic Plan (NTSP) 2021–2030 outlines aggressive goals to position Malaysia as a regional tuna hub. However, a critical execution gap persists: the domestic industry lacks the advanced deep-sea technology, ultra-low temperature cold-chain infrastructure, and stringent quality-control systems required to penetrate premium global markets, particularly Japan—the world’s largest consumer of sashimi-grade tuna. This study addresses this gap by investigating a strategic framework to attract Japanese inward investment into Malaysia’s tuna sector, revitalizing the Look East Policy (LEP) through an agro-maritime lens.

Employing an exploratory sequential mixed-methods design, the research first captures qualitative insights through in-depth interviews with key stakeholders from the Department of Fisheries Malaysia (DOF), JETRO, and industrial players. Quantitatively, an Economic Input-Output analysis will be executed to project the multiplier effects of Japanese capital and technology spillover on Malaysia’s commodity GDP. Theoretically grounded in Dunning’s Eclectic (OLI) Paradigm and Neoliberal Institutionalism, this study explores how G2G diplomacy can facilitate B2B technology transfer, specifically in replicating Japan’s advanced −60∘C super-freezing techniques and sustainable fishing compliance.

The primary outcome of this research is the formulation of the Inward Investment Strategic Tuna Model (MPSI-Tuna). This framework provides actionable policy blueprints for government agencies to attract Japanese conglomerates, while shifting domestic fisheries from low-value canning to high-value premium exports. Ultimately, the study bridges an academic void in Southeast Asian marine political economy and offers a pragmatical roadmap to maximize Malaysia’s sovereign rights under the WCPFC framework by 2030.