Sarawak is stepping confidently onto the world stage with the launch of Serumpun Sarawak, a landmark cultural initiative that positions indigenous heritage, biodiversity, and gastronomy as powerful tools for global storytelling and sustainable economic growth.
Unveiled at Le Méridien, Kuala Lumpur, Serumpun Sarawak brings together cultural creatives, chefs, and tourism leaders in a unified effort to showcase Sarawak’s identity through a modern lens — one that honours ancestral knowledge while embracing contemporary innovation. The initiative is spearheaded by renowned indigenous gastronomy advocate Chef James Won, in collaboration with Atlas Collective, and is supported by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak (MTCP) and the Sarawak Tourism Board (STB).
“When Kuching earned its designation as a UNESCO Creative City of Gastronomy, it wasn’t simply a feather in our cap, it was a call to action. A signal to the world that Sarawak’s culinary roots run deep — and our ambitions reach far. Serumpun Sarawak is our answer to that call. It is where ancestral knowledge meets cutting-edge creativity. Where native ingredients become narrative. Where stories from the lands are translated into unforgettable multisensory experiences,” said YB Dato’ Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak.
A Cultural Showcase from Borneo to the World
Serumpun Sarawak will debut globally at World Expo 2025 in Osaka, Japan this 5th to 8th of August, with a four-day cultural gastronomy showcase hosted at Seaside Studio Caso. There, Japanese and international audiences will be invited to experience Sarawak’s culinary depth through immersive tastings, storytelling installations, and creative performances – all aimed at introducing Sarawak not just as a destination, but as a living ecosystem of flavours, craft, and connection.
Following its international debut, the journey will return to Sarawak for a site-specific experience in October 2025 at the UNESCO World Heritage-listed Mulu National Park. Designed as a deeply rooted, community-driven activation, the Mulu showcase will combine indigenous culinary traditions, cultural expression, and environmental appreciation – set against the awe-inspiring backdrop of Sarawak’s natural crown jewel. This dual-format model, from urban stage to ecological sanctuary, reflects Serumpun Sarawak’s commitment to global impact grounded in local values.
Collaboration at the Core
The strength of Serumpun Sarawak lies in its network of collaborators. Partners include Earthlings Coffee Workshop, Tanoti Crafts, The Tuyang Initiative, and the Culinary Heritage & Arts Society Sarawak (CHASS) — all of whom share a commitment to preserving and evolving Sarawak’s cultural identity through craft, cuisine, and community.
At the launch event, guests were treated to a vibrant preview of what’s to come. Highlights included a captivating ethnic cooking showcase led by CHASS, a screening of ‘The Serumpun Story’ short film, and a curated coffee tasting experience from Earthlings Coffee Workshop — all spotlighting Sarawak’s emerging potential as a destination for terroir-driven gastronomy and creative tourism.
In a special moment during the event, Chef Ramos Jalang Anak Nyawa was officially introduced as the selected apprentice under the Serumpun Apprentice Programme, a mentorship initiative that nurtures the next generation of indigenous culinary leaders.
Reimagining Heritage, Redefining Tourism
Serumpun Sarawak represents a bold new chapter for the state’s cultural economy. It is not just about promoting food or travel.
It is about reframing heritage as something dynamic, participatory, and globally relevant.
As the journey continues to Osaka, Mulu, and beyond, it carries a simple but powerful message: Sarawak is ready to lead, to inspire, and to offer the world a new way of experiencing Borneo – through its stories, its ingredients, and its people.
