Pressure has grown on Malaysia's elite players to deliver the goods at next week's world championships in Paris after an outspoken blast from one of the country's top badminton figures.
Despite the sport's high profile in the country and its fair share of leading world ranked players, no Malaysian has won a world title -- singles or doubles -- since the tournament began in 1977.
Step forward once more Lee Chong Wei, men's singles world number one, All England champion and top seed in Paris.
Cue also the men's doubles duo of Koo Kien Keat and Tan Boon Heong, likewise world number ones, and beaten semi-finalists in last year's world championships in India.
Chong Wei and the doubles pairing got a no-nonsense rallying call at the weekend from newly appointed high performance director James Selvaraj, an ex-player and coach.
He told The Star online in Malaysia: "I am tired of our players holding on to the world number one rankings without winning any major titles. Ranking alone is not enough. I want champions."
In an effort to end the drought, Malaysian officials have boosted the win bonus at the championships for any of their players or pairs from $9,500 to $15,000.
Chong Wei fans hope his breakthrough All England triumph in in March could be the springboard to the world and Olympic gold success so far missing from an otherwise impressive profile.
But there looms large as ever the figure of China's Lin Dan, winner of the last three world titles, Olympic champion and arguably the sport's most recognisable figure. Lin is seeded only three after playing some Chinese League matches in preference to internationals but nobody suggests the ambition is not still there.
If the form book is correct, Lin will play Chong Wei in the semi-finals in a match to light up the Pierre de Coubertin Stadium, venue for the championships starting on Monday.
Other big names include China's Chen Jin, runner-up last year, talented compatriot Bao Chunlai, ex-Olympic champion Taufik Hidayat and Peter Gade of Denmark -- though no European has won the title since 1997.