Kuala Lumpur, Malaysia – Carlsberg Malaysia has launched its annual ‘Raikan Kebanggaan Sabah & Sarawak’ campaign in partnership with Havas Malaysia, celebrating the cultural heritage of East Malaysia through specially designed artist-edition packaging and a series of community-driven initiatives.
Timed to coincide with the Harvest Festivals of Gawai and Kaamatan, the 2025 campaign pays tribute to rice — not only as a staple crop, but as a powerful symbol of unity, gratitude, and tradition in Borneo.
The campaign kicked off with Carls Harvest Pesta, a four-day cultural event that spotlighted the vibrant traditions of Sabah and Sarawak. Held in the lead-up to the festivals, the celebration featured local artisans, food vendors, interactive workshops, and live performances, blending tradition with contemporary Bornean culture.
At the heart of the campaign is a collaboration with Bornean artists Nelson Lip and Timothy James, who created four exclusive designs for Carlsberg’s limited-edition cans and bottles. Inspired by traditional rice art, the packaging features symbolic imagery such as Mount Kinabalu, the Orangutan & Rafflesia, Hornbill, and Sape & Longhouse.
The artwork has also been adapted into collectible items made available in East Malaysia, reinforcing the campaign’s ‘By Locals, For Locals’ ethos.
A music video titled ‘Rhythm of Harvest’ further brought the campaign to life, weaving together festive lyrics, visuals of Bornean celebrations, and the artists’ illustrations to create a dynamic tribute to the region’s cultural richness.
“The essence of Gawai and Kaamatan is deeply tied to the harvest and rice,” said Olga Pulyaeva, marketing director of Carlsberg Malaysia. “We’re thrilled to honour that heritage while collaborating with two talented local artists whose designs beautifully reflect the pride of Sabah and Sarawak.”
Meanwhile, Donevan Chew, chief creative officer of Havas Malaysia, commented, “Recognising the deep cultural significance of rice in Borneo, we used it as a storytelling device. The campaign reimagines rice art through modern design, blending tradition with fresh creative expression.”
The ‘Raikan Kebanggaan Sabah & Sarawak’ campaign will run through June 2025 across social media platforms including Facebook, Instagram, and YouTube, as well as in retail outlets throughout East Malaysia.
