Malaysia – Carlsberg Smooth Draught has unveiled its latest ‘Raikan Kebanggaan Sabah & Sarawak’ (Celebrate Sabah & Sarawak Pride) campaign, honouring the rich heritage of Borneo by teaming up with iconic local figures and introducing immersive new experiences and limited artist-edition cans.
For the campaign, Carlsberg enlisted local icons—Sarawak’s Olympic diver Pandelela Rinong, Sabah’s K-Pop star Isaac Voo, and Miss Universe Malaysia 2020, Francisca Luhong, now a model and TV host. These local heroes, who have achieved historic milestones and represented Malaysia globally, embody the rich culture and pride of Sabah and Sarawak.
By partnering with these inspiring personalities, Carlsberg Smooth Draught seeks to honour the creativity, resilience, and spirit of Sabah and Sarawak, proudly represented by launching exclusive artist-edition cans.
The Raikan Kebanggaan Sabah & Sarawak artist edition cans pay tribute to Borneo’s celebrated icons, inspiring Sabahans and Sarawakians to embrace their heritage.
Carlsberg has also released a series of short videos highlighting the stories of each local icon, which are available on Carlsberg Malaysia’s official Instagram account.
From L to R: Olympic diver Pandelela Rinong, K-Pop star Isaac Voo, and Miss Universe Malaysia 2020 Francisca Luhong
“When I think of Sarawak, the word peace comes to mind—it is similar to the kind of feeling I get from being near the waters. Growing up, I was surrounded by people from all walks of life who have inspired and encouraged me to turn my love for diving into something greater. Through my achievements, I hope to inspire everyone to celebrate our unique heritage,” Rinong shared.
Voo also expressed, “As a Sabahan, I’ve always appreciated the love we share for music and dance, which has played a huge role in my success as a K-POP idol. I hope to inspire others just as my community has inspired me.”
“Sometimes you don’t realise how much heritage impacts your life. I never would have thought it would bring me to one of my biggest life milestones. It’s a big part of our culture to dance and to celebrate. So, whenever my community celebrates my wins together with me, I feel an immense sense of pride for making my community proud,” Luhong added.
As part of the campaign, Carlsberg also introduced two unique Instagram filters—one for Sabah and one for Sarawak—that unlock an immersive AR experience showcasing iconic Bornean symbols. Users can scan any Carlsberg Smooth Draught can to explore features like the Hornbill, Orangutan, traditional Longhouse, classical Sape, rare Rafflesia, and the majestic Mount Kinabalu.
