UiTM vice-chancellor Shahrin Sahib @ Sahibuddin said the singer’s two-year appointment, effective until Oct 15, 2027, is one of UiTM’s initiatives to strengthen the university’s entrepreneurship ecosystem.

The appointment also represents UiTM’s recognition of the Temerloh-born artiste’s major contributions, not only as a national icon but also as a competitive woman entrepreneur.

“Her success in demonstrating creativity, integrity and innovation in business, while elevating local brands to the international stage, has inspired thousands of young entrepreneurs and students across the country,” he said in his speech at UiTM Shah Alam today.

Earlier, Siti received her appointment letter from Shahrin, witnessed by Shafinar Ismail, the dean of the Faculty of Business and Management.

Shahrin said UiTM is honoured to welcome Siti as part of its extended family, adding that her appointment also marks a new beginning in collaboration between academia and industry.

“This appointment strengthens UiTM’s entrepreneurship ecosystem and provides students with the opportunity to learn directly from someone who has built a business empire grounded in values, honesty and perseverance,” he said.

Meanwhile, Siti expressed her gratitude and appreciation to UiTM for the trust placed in her.

“To me, entrepreneurship is not just about profit but about values, honesty and social responsibility. I hope to share real business experiences so that students understand that success comes from hard work, determination and sincerity,” the 46-year-old said.

Siti will play a key role in guiding students and academics through the sharing of real-world entrepreneurial experiences, including masterclass sessions, entrepreneurship forums, and industry mentorship.

She will also help strengthen strategic ties between UiTM and the creative industry, and open up cross-sector collaboration opportunities in the commercialisation of students’ ideas and innovations.