Kuching, July 11: Sarawak is stepping onto the global stage with Serumpun Sarawak, a landmark cultural gastronomy journey designed to highlight the state’s rich indigenous heritage, food traditions, and creative industries as tools for global influence and sustainable economic growth.
Backed by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak (MTCP) and the Sarawak Tourism Board (STB), the initiative is led by internationally acclaimed chef and indigenous gastronomy advocate Chef James Won, in collaboration with Atlas Collective.
The project will headline two major showcases in 2025 — an international debut in Osaka, Japan from 5 to 8 August, followed by a site-specific community activation in Mulu National Park, Sarawak, in October.
Each showcase will blend curated dining experiences, storytelling installations, and collaborative performances to present Sarawak’s identity through food and culture in a contemporary light.
“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… Serumpun Sarawak is our answer to that call,” said Datuk Seri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak.
The Osaka showcase, held at Seaside Studio Caso during the World Expo 2025, aims to introduce global audiences to the diversity of Sarawak’s indigenous ingredients and cultural expressions.
In October, the journey returns to Sarawak for a powerful activation in the heart of the UNESCO-listed Mulu National Park — a celebration rooted in ecological appreciation and indigenous storytelling.
Collaborators including Earthlings Coffee Workshop, Tanoti Crafts, The Tuyang Initiative, and the Culinary Heritage & Arts Society Sarawak (CHASS) are central to the journey, ensuring the project remains grounded in authenticity while empowering local communities and craftspeople.
At the press launch, attendees were treated to a live ethnic cooking demonstration, a preview of The Serumpun Story short film, and a curated coffee experience by Earthlings Coffee Workshop — underlining Sarawak’s emerging presence in the global specialty coffee scene.
As Serumpun Sarawak prepares to share its unique cultural flavours with the world, the initiative sends a powerful message: Sarawak is ready to inspire and lead a new era of cultural and culinary tourism.
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