Sarawak Tourism Board to Showcase Rich Cultural Heritage at CelebrASIA 2025 – A Southeast Asian Celebration at London’s Battersea Power Station

London. August 2025 - Sarawak Tourism Board (STB) is pleased to announce its debut participation in CelebrASIA 2025, the popular consumer show returning for its second year from 5th to 7th September 2025 at Battersea Power Station, London. Following the tremendous success of the inaugural event in 2024, which drew over 154,000 attendees across three days, CelebrASIA has established itself as a flagship event in the UK for cultural exchange and tourism promotion. Supported by embassies and community groups, the festival showcases ten Southeast Asian countries, including Malaysia, with Sarawak taking an important role in this year’s programme. 

Set to return even bigger in 2025, the three-day event will once again transform one of London’s most iconic venues into a vibrant celebration of Southeast Asian food, culture, and community. This year there will be an expanded programme including a new riverside Feasting Tent, a curated artisan market of over 30 Southeast Asian brands, and interactive arts and craft sessions for all ages. 

As part of Malaysia’s national presence, Sarawak will play a prominent role, showcasing its unique traditions, creative industries, and authentic visitor experiences through a range of engaging activations. 

“The UK is important for us,” said Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. “CelebrASIA offers an exceptional opportunity to engage directly with UK-based travellers, trade professionals, and the wider community. We are proud to present the diverse cultural expressions and indigenous craftsmanship of Sarawak, and to reinforce its position as one of Malaysia’s most compelling and authentic destinations.”

Sarawak Tourism Board is pleased to partner with Tourism Malaysia to showcase the country’s appeal as a leading and diverse travel destination. During CelebrASIA 2025, STB will spotlight Sarawak’s rich eco-tourism, vibrant cultural heritage, and immersive travel experiences. 

Sarawak Craft Council will also have a booth, showcasing and selling traditional Sarawak crafts, including intricate beadwork and handwoven basketry. Enhancing the visitor experience further, Sarawak Tourism Board is proud to present two hands-on craft workshops, offering festivalgoers the opportunity to explore and participate in traditional Sarawakian art forms. 

Led by “Pungu Borneo” this workshop invites participants to discover the intricate beauty of Marek Empang – a type of adornment traditionally worn by Iban maidens during dances and ceremonial occasions. Made from thousands of colourful threads and beads, each piece tells a story of heritage and identity. In this session, guests will learn how to craft a single-string Marek Empang while gaining insight into its cultural significance and symbolism. Taking place 6th September at 10:00am, and 7th September at 14:15pm.

Guided by the skilled artisans of “Kunang Studio”, this workshop is a creative and reflective introduction to Sarawak’s rich weaving traditions. Participants will be taught basic weaving techniques using locally sourced natural fibres such as rattan and bemban – materials traditionally used by Sarawak’s indigenous communities. This immersive workshop highlights both the skill and meaning embedded in this heritage art form. Taking place 6th September at 11:30am, and 7th September at 11:45am.

Both workshops will take place in the Turbine Halls, Level 1, and are priced at £35 per person. Each session lasts one hour and is limited to 20 participants. Places must be booked in advance via the event organiser’s website. 

In addition to the workshops, a six-member performance troupe from the Sarawak Arts Council will present a captivating programme of traditional dance performances on the festival’s outdoor stage. These live cultural showcases will run from Friday afternoon through to Sunday evening, offering audiences a vibrant glimpse into Sarawak’s rich artistic heritage. Performance schedule to be confirmed.  

With a vibrant programme featuring live music, food from over 29 top Southeast Asian chefs, and an expanded cultural showcase marking Wandsworth’s year as London Borough of Culture, CelebrASIA 2025 promises something for everyone. A highlight for families is the Grand Tour Trail, where children can explore Southeast Asian cultures, collect stamps in a celebrASIA passport, and earn a special explorer sticker upon completion — a fun and educational way to experience the festival together 

Sarawak’s participation reflects its continued commitment to cultural diplomacy and destination marketing, connecting with a key international market and inviting UK travellers to explore its living traditions, biodiversity, and heritage. 

Jessica Hopton, PR Global Director  

Tel: +44 (0) 7813 133 158 

Email: jess@apac-now.com  

Press Centre: https://apacnow.prowly.com/releases/sarawak-tourism-board   

Image Gallery: https://apacnow.prowly.com/presskits/sarawak-tourism-board  

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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