London. September 2025 - Sarawak Tourism Board (STB) is pleased to celebrate a successful showcase of the Malaysian state of Sarawak’s rich cultural heritage at CelebrASIA 2025, held from 5th – 7th September at London’s Battersea Power Station. The three-day festival transformed one of London’s most iconic venues into a vibrant celebration of Southeast Asian food, culture, and community. This year’s programme included a riverside Feasting Tent, a curated artisan market of over 30 Southeast Asian brands, and interactive arts and craft sessions for visitors.
STB offered attendees an immersive experience of Sarawak through a series of hands-on craft workshops, live performances, and an information booth highlighting the state’s eco-tourism, cultural heritage, and unique travel experiences.
The Sarawak Craft Council also showcased and sold traditional crafts, including beautiful intricate beadwork and exquisite handwoven basketry.
Visitors were able to engage in two highly popular workshops, organised by STB. The first, Iban necklace beadwork led by Marek Empang of Pungu Borneo, allowed participants to craft their own necklaces while learning about their cultural significance. The second, rattan coaster weaving guided by artisans from Kunang Studio, introduced traditional weaving techniques using natural rattan and bemban fibres.
A real highlight of the event was the series of vibrant performances by a talented troupe from the Sarawak Arts Council, who showcased traditional dances throughout the weekend and brought the sights and sounds of Sarawak vividly to life.
Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board, said: “Our participation at CelebrASIA 2025 was a wonderful opportunity to share Sarawak’s vibrant culture and heritage with a UK audience. The enthusiasm and engagement from festival visitors, from the workshops to the performances, demonstrates the growing interest in authentic Southeast Asian experiences and reinforces our commitment to promoting Sarawak as a destination that celebrates creativity, diversity, and cultural richness.”
STB’s presence at CelebrASIA 2025 provided UK audiences with a taster of Sarawak’s arts, crafts, and cultural traditions, inspiring visitors to explore the Malaysian state in person and discover its richness, creativity, and natural beauty firsthand.
Looking ahead, STB will continue to strengthen its international presence with participation at World Travel Market (WTM) London in November, further showcasing Sarawak as a distinctive destination for culture, adventure, and eco-tourism to global industry partners and travellers.
For further information on Sarawak Tourism Board, please visit: www.sarawaktourism.com
For further information on CelebrASIA, please visit: www.sarawaktourism.com
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About Sarawak
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 (STB) is the key promoter for Sarawak and has built a strong track record of global recognition for its innovative campaigns, destination branding, and commitment to sustainability. In 2025, STB’s “Gateway to Borneo” campaign received the PATA Gold Award for Best Destination Marketing Campaign (Destination Management Organisation – Asia) and the Bronze HSMAI Adrian Award in the Advertising Division. The same year, Sarawak was named Most Promising New Destination at the OTM’s Excellence Awards, while STB earned the One to Watch Award from the International Centre for Responsible Tourism in Southeast Asia (ICRT-SEA) and the Best Performance Award at the 40th Seoul International Travel Fair.
These accolades followed a strong year in 2024, when STB was named Brand of the Year in Tourism Promotion & Development at The BrandLaureate Brand of the Year Award, received Tourism Board Campaign of the Year – Malaysia at the Travel Daily Media: Travel Trade Excellence Awards, and secured two Malaysia Public Relations Awards (MPRA) for its Sia Sitok campaign, including Campaign of the Year. Additional honours included the Bronze Award at the Putra Aria Brand Awards in the Transportation, Travel & Tourism category and the Special Award for Covid-19 (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Awards.
In 2023, STB received the Nation’s Pride Award in Tourism Promotion Excellence at the Brand Laureate Best Brands Awards, Campaign of the Year at MPRA for its “Comeback Stronger” Rainforest World Music Festival campaign, and the Best Global PR Campaign Award at the DAVOS World Communications Forum Award. Previous years also saw the PATA Gold Award in 2022 for the Rainforest World Music Festival virtual experience, the Golden City Gate 2019 Five-Star Award, Marketing Excellence Awards 2021 (Excellence in Mobile Marketing – Bronze), and the PATA Gold Award 2022 for its destination video “A Journey Awaits.” The Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were additionally recognised in 2021 by the World Responsible Tourism Awards as ‘Ones to Watch’.
STB’s legacy of excellence stretches back more than a decade: the Rainforest World Music Festival was ranked five consecutive years (2011–2015) among Songlines World Music Magazine’s Top 25 Best International Festivals, while STB itself has received the ASEAN PR Excellence Award 2015 Gold Award and the Asia Pacific Excellence Award 2016 by the Asia-Pacific Association of Communications Directors (APACD).
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