Sarawak is making waves on the global culinary stage with the launch of Serumpun Sarawak, a visionary initiative that redefines indigenous heritage, food traditions, and cultural innovation as tools for international impact and sustainable growth.

Driven by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak (MTCP) and the Sarawak Tourism Board (STB), the project will make its global debut through two major international showcases — in Osaka, Japan (August 2025) and Mulu National Park, Sarawak (October 2025).

Led by acclaimed indigenous gastronomy advocate Chef James Won and the Atlas Collective, Serumpun Sarawak presents Sarawak as a living, breathing ecosystem of biodiversity, creativity, and ancestral wisdom. Through curated tasting experiences, visual storytelling, and collaborative performances, the initiative will spotlight Sarawak’s indigenous identity in a fresh, modern light.

“As Kuching’s recognition as a UNESCO Creative City of Gastronomy signalled our culinary depth, Serumpun Sarawak answers that call by blending native knowledge with modern creativity,” said YB Dato’ Sri Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry and Performing Arts Sarawak.

The first activation, scheduled from 5 to 8 August 2025 in Osaka, will coincide with World Expo 2025. Hosted at Seaside Studio Caso, it promises an immersive showcase of Sarawak’s unique ingredients, indigenous cuisines, and cultural narratives.

In October 2025, the journey returns home to Mulu National Park, offering a powerful, site-specific experience rooted in ecological appreciation, community involvement, and indigenous culinary traditions within the UNESCO World Heritage site.

The initiative is supported by homegrown collaborators such as Earthlings Coffee Workshop, Tanoti Crafts, The Tuyang Initiative, and the Culinary Heritage & Arts Society Sarawak (CHASS). Together, they aim to preserve authenticity while empowering local communities.

Guests at the launch were treated to an ethnic cooking showcase, a preview of The Serumpun Story short film, and a curated coffee tasting, reflecting Sarawak’s potential as a rising terroir in the global coffee scene.

With Serumpun Sarawak, Sarawak isn’t just showcasing food—it’s telling its story to the world, inviting global audiences to discover Borneo through its flavours, people, and living traditions.

Sarawak is ready to inspire—and redefine—how the world experiences Borneo.