By Karen Bong
KUCHING, June 20: Sarawak is setting its sights on developing its own official branding to elevate and certify the quality of locally made crafts — from intricate beadwork and handwoven fabrics to rattan baskets — as part of a bold move to position the State’s unique cultural products on the global stage and inspire international recognition.
Minister of Tourism, Creative Industry and Performing Arts Dato Sri Abdul Karim Rahman Hamzah stressed that the branding would help address issues of unfair pricing and undercutting, which have long plagued the craft industry despite the labour-intensive nature of handmade items.
“It is not easy to make all those baskets and mats, some take weeks. But they are being sold for only RM70 or RM80. That’s so pathetic, and I feel sad for the artisans.
“In our discussion, we are even looking into probably one day having our own branding — maybe ‘Sarawak Best’ — to certify and promote the craftsmanship quality of our local products. When people see that brand, they will know it has met a certain level of standard,” he said during a press conference after chairing the inaugural full council meeting of the Sarawak Craft Council (SCC) at a local hotel here today.
Abdul Karim cited the recent success of Sarawak crafts at Paris when SCC board member and renowned designer Edric Ong, who participated in the prestigious Révélations Biennale Paris 2025, showcased the traditional rattan headgear Topi Tunjang, handcrafted by Senia Jugi of Rumah Ensong longhouse, caught the attention of none other than French President Emmanuel Macron.
“The president was so fascinated, and I was made to understand he was gifted one of the hats. When someone like a president gets excited, it can create a trend. Everyone will want one,” he said, noting the international potential of Sarawak crafts.
He added that the uniqueness of Sarawakian designs — such as motifs like the Tree of Life of the indigenous people— could one day appear on the shelves of global luxury fashion houses like Hermès or Prada.
Abdul Karim also emphasised the importance of registering craftspeople under the SCC to ensure quality control, fair pricing, and access to promotional support and funding opportunities.
“It is foolish not to register. We have funds like Dana Mudah Cara and the Creative Venture Fund. We’ll promote your products and help you grow,” he said.
He acknowledged that while some artisans may prefer to operate independently, being under an umbrella body like the SCC provides structure, exposure, and access to wider markets — including participation in state and international expos.
Touching on the risk of cultural appropriation and the loss of intellectual property, he warned that without proper registration and proprietary protection, traditional Sarawak designs could be misused or claimed by others.
“Others are already using the rainforest image, which has long been associated with Sarawak. If we don’t protect our crafts, others will take them and claim they’re theirs,” he cautioned.
The SCC, he said, plays a critical role in preserving, enhancing, and marketing local heritage crafts while driving innovation and quality refinement.
“Whether it’s beads, baskets, or fashion, our artisans’ originality and finesse will be what sets us apart. Others may mass-produce, but when it comes to handmade authenticity and refinement, they can’t beat us,” he asserted.
Under the Post-Covid Development Strategy (PCDS) 2030, Sarawak is targeting RM40 million in annual craft sales, a goal Abdul Karim is confident can be met with an aggressive push to support, train and empower more local craftspeople.
“If we build up now, we will not just preserve tradition, we will lead the future of craft globally,” he concluded.
Deputy Minister of Creative Industry and Performing Arts Datuk Snowdan Lawam, SCC chief executive officer (CEO) Suriya Charles Boas, permanent secretary to the ministry Datu Sherrina Hussaini, and special administrative officer to the ministry Datu Dr Rashidah Bolhassan were among those present. — DayakDaily
