London. August 2025 - Following its acclaimed launch in Kuala Lumpur, Serumpun Sarawak made its international debut in Japan with a four-day showcase of culture, cuisine, and creative leadership at Seaside Studio CASO. Held from 5th – 8th August 2025 in conjunction with Sarawak Week at the Malaysia Pavilion, the programme brought the rainforest to the city through a compelling blend of Indigenous storytelling, culinary innovation, and cultural exchange.
Hosted by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak (MTCP Sarawak) and the Sarawak Tourism Board (STB), it marks the first overseas chapter of the Serumpun Sarawak movement, a cultural gastronomy initiative that blends ancestral wisdom with modern storytelling and sensory innovation.
The event was attended by the Deputy Premier of Sarawak YB Datuk Amar Haji Awang Tengah Ali Hasan, the Minister for Tourism, Creative Industry and Performing Arts Sarawak YB Dato Sri Haji Abdul Karim Rahman Hamzah, the State Financial Secretary Dato Sri Dr. Wan Lizozman bin Wan Omar and other dignitaries.
“Serumpun Sarawak represents more than a cultural showcase — it is an affirmation of who we are as Sarawakians. By bringing our stories, our flavours, and our Indigenous wisdom to Japan, we are building bridges of understanding and appreciation that go beyond tourism. This is how we share Sarawak with the world: through genuine connections that celebrate diversity while deepening respect for our shared humanity,” said YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak.
At the heart of the programme was a 7-course degustation dinner curated by Chef James Won, each course inspired by the flavours, philosophies, and food knowledge of Sarawak’s 34 diverse Indigenous communities. Using ingredients foraged from Sarawak’s forests and rooted in ancestral fermentation techniques, the culinary showcase was not just a meal—it was a narrative in motion. Courses were presented with evolving soundscapes, visuals, and contextual storytelling to immerse guests in the journey of Sarawak’s edible heritage.
“Serumpun Sarawak in Osaka is not just about Sarawakian cuisine, it is about reintroducing our culture to the world through meaningful exchange. It shows how our rainforest, our heritage, and our people can inspire a global journey that transcends borders. This is Sarawak’s soft power at its most authentic,” said STB CEO Sharzede Datu Haji Salleh Askor.
The experience was further deepened by Prof. Gerard Bodeker, who narrated the courses through the lens of traditional medicine, highlighting the therapeutic benefits of rainforest ingredients.
A defining moment of the event was the premiere of “Ilun Kuai”, the official anthem of Serumpun Sarawak, co-created and performed by Zee Avi, Adrian Jo Milang (The Tuyang Initiative), Raja Farouk, Yuswa Ansari, and the Atlas Collective, with original lyrics by Aren Lirai and Rose Belare. As the Sunrise of Sarawak ritual unfolded, the music anchored guests in a powerful atmosphere of reflection and renewal—calling them to rise and reconnect with the values of rootedness, resilience, and reverence for nature.
Through multi-sensory experiences, live performances, and curated conversations, Serumpun Sarawak bridged traditional and contemporary expressions of culture. More than a showcase, it served as a living archive of memory, resilience, and Indigenous identity—inviting audiences to experience Sarawak not as a destination, but as a worldview.
The next chapter of Serumpun Sarawak will unfold in Mulu, home to Sarawak’s UNESCO World Heritage Site. This finale brings the journey full circle—returning to the forests, rivers, and communities that first inspired it.
To learn more about Serumpun Sarawak and upcoming chapters, visit serumpunsarawak.com and follow @serumpunsarawak and @sarawaktravel on Instagram for the latest updates and behind-the-scenes stories.
For further information on Sarawak Tourism Board, please visit: www.sarawaktourism.com
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About Sarawak, Gateway to Borneo:
A kaleidoscope of culture, adventure, nature, food and festivals: is the best description for Sarawak. Sarawak comprises 34 ethnic tribes with their own unique traditions, lifestyles, music and food, while sharing their warm hospitality. Malaysia’s largest state, Sarawak, endowed with some of the oldest rainforests on Earth. Its vast landscape spans over 120,000 sq kms, with towering mountains and cool highlands, jagged limestone formations and mysterious cave systems, winding rivers and quiet beaches; where adventures are waiting to happen. Festivals are hosted throughout the year celebrate the eclectic blend of modern and traditional culture, food, music and religious practices that can be found nowhere else. In Sarawak, there is always ‘More to Discover’.
About Sarawak Tourism Board
Sarawak Tourism Board is the key promoter for Sarawak. STB is a winner of the Asia Pacific Excellence Awards 2016 by Asia-Pacific Association of Communications Directors (APACD) and has received the ASEAN PR Excellence Award 2015 Gold Award. The Rainforest World Music Festival is a five-time Top 25 Best International Festivals recognised by Songlines World Music Magazine (2011 – 2015). Meanwhile, the Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were recognised by World Responsible Tourism Awards 2021 as ‘Ones to Watch’ under Destinations Building Back Better Post-Covid and the virtual experience of the 2021 Rainforest World Music Festival won the PATA Gold Awards 2022 under Sustainability and Social Responsibility Category for Culture. Sarawak Tourism Board also won the Golden City Gate 2019 five-star award, Marketing Excellence Awards 2021 for Excellence in Mobile Marketing (bronze) and PATA Gold Awards 2022 its destination video entitled ‘A Journey Awaits’ under the marketing category. STB was honoured with the "Nation’s Pride Award" in Tourism Promotion Excellence at the BrandLaureate BestBrands Awards for the year 2022-2023. Additionally, at the Malaysia Public Relations Awards (MPRA) 2023, STB's campaign for the Rainforest World Music Festival titled "The Comeback Stronger Brand Story" was recognized with the Campaign of the Year award. STB also secured the Gold Award for Product Brand Development (B2C) under the theme "Comeback Stronger", acknowledging its compelling narrative emphasizing sustainability practices. STB received the Best Global PR Campaign Award at the DAVOS World Communications Forum Award (WCFA) 2023. In 2024, STB was awarded the Bronze Award in the Transportation, Travel & Tourism category at the Putra Aria Brand Awards and the Special Award for Covid-19 (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Award 2024. STB also received the Tourism Board Campaign of the Year - Malaysia at the Travel Daily Media: Travel Trade Excellence Awards, along with two accolades at the Malaysia Public Relations Awards (MPRA) 2024: Product Brand Development B2C - From Local to Global: Sia Sitok empowers Sarawak’s tourism players, boosting local economies, and Campaign of the Year for the same initiative. Additionally, STB was named Brand of the Year in Tourism Promotion & Development at The BrandLaureate Brand of the Year Award 2024, and Sarawak was recognized with the Most Promising New Destination award at the OTM’s Excellence Award 2025.
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