Niche live events could be the way to go for Malaysia

The Star

20-07-2025

KING of K-pop G-Dragon is back in town this weekend for a much long-awaited concert.
While ticket bots and scalpels almost outpriced Malaysian fans from grabbing tickets, many were just relieved that they did not have to fork out extra to trudge over to our southern neighbour to get a glimpse of the former BigBang lead man. In fact, we even have some of our neighbours, including some Singaporeans, travelling to our shores to partake in this ubermensch (superman) gig.
Of course, G-Dragon is no Taylor Swift or Beyonce (sorry oppa Ji-yong), but his concert is one of the few we are cashing in on this year.
Then there were also the no-Singapore exclusive concerts such as Green Day, who performed only in Malaysia and Indonesia for their South-East Asian leg in February.
Next week, we are set to host the first ever international extension of Indonesian indie music extravaganza Pestapora called Latihan Pestapora. A few Malaysian acts will be joining the selected Indonesian stars on stage of this 'training opener' for the upcoming main fest in Jakarta.
Our strong sets, however, could be the niche music shows and festivals, as Sarawak's recent Rainforest World Music Festival (RWMF) 2025 shows.
Capitalising on Sarawak's rich natural and cultural heritage, the niche world music festival has continued to boost the state's tourism profile and receipts.
While it may not be everyone's cup of tea, RWMF 2025 saw a rise in family attendance with parents, children and even grandparents sharing the festival experience, from cultural workshops to co-educational spaces.
Intergenerational fun.
The festival's emerging multigenerational appeal reflects its evolution into a family-friendly celebration rooted in music, learning and connections said Sarawak Tourism, Creative Industry and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah.
It has boosted the state's events industry and tourism, contributing to its wider economy.
'Tourism currently contributes 8% to the state's GDP (gross domestic product). This year, the state's tourism earnings exceed RM1bil each month,' Abdul Karim told reporters during a press conference at the festival grounds in the Sarawak Cultural Village, Kuching.
'When I say tourism receipts, it involves the spillover that goes into the hotels, going into the food and hospitality industry.
'So those that come in for the RMWF, they have to stay somewhere, they have to eat our food, they have to use our transport, and a lot of them are bringing back souvenirs,' he added, highlighting that last year alone, around 294 events were held as part of its strategy to sustain visitor inflows year-round.
'We always look at it holistically. That is why the ministry is prepared to come up with so many events, whether it is music, sports, cultural or food and drink events in the whole of Sarawak.'
Noting the rising competition in the regional live music scene, he said the state has been supporting event organisers through seed funding to help lower ticket prices and make local events more accessible.
'That's why you go to RWMF, you just need to pay RM200 plus. Whereas if you go to a concert in Singapore, it would cost you probably RM1,000,' he said.
This does not include the more expensive accommodation, food and other expenses.
Abdul Karim revealed that although it would be a dream to host big name international acts for mega-sized concerts in Sarawak, the state does not have the venues for them yet.
'Our present venue, our stadium, the most we would be able to cater for is maybe 20,000. The maximum would be 30,000. Our indoor stadium can only cater for 4,000, 5,000. But we are building our second Borneo Convention Centre, which would have a 10,000 capacity.
'It should be ready in two years' time. And I'm very happy to see that the state government is also embarking on its own airline, so that we can have certain target cities and bring in more tourists and stars.'
'So definitely, we would love to see a mega concert here but there are lots of things that we have to put into consideration first. It is also expensive, and we need to make sure we can recoup the investment, at least in the ticket sales,' he said, noting that at the moment Sarawak is focusing more on smaller and niche concerts like jazz, Indonesian music and K-pop, while promoting the state's tourism attractions, especially in nature and adventure tourism.
'But when we organise these events, we have to be responsible. Make sure that the environment, including the local culture, is looked after.
'That's how we look at it. Most of the other music festivals or events that we are organising, whether through cultural support or business events, we communicate that kind of responsible and sustainable outreach,' he stressed.
Malaysia definitely has a lot to offer in niche events and local festivals, which the state tourism agencies along with Tourism Malaysia have been promoting while putting the spotlight on the tourism attractions around or near the venues, from the Kota Kinabalu Music and Dance Festival to the Dragon Boat Festival, George Town Festival and Lenggong Tapau Fest.
This year, the Tapau Fest 2025 in Lenggong, Perak, will feature Asean arts and cultural performances while showcasing its Unesco listed archaeological heritage and geopark adventures.
In time, we might be able to host large music festivals at the country's iconic natural spots, albeit responsibly. And who knows, we could even attract the more environmentally-conscious stars like Coldplay and Massive Attack without having to pay a bomb to secure them or their exclusive rights.
It's the rainforest ambience that gives the RWMF its unique feel. — Sarawak Tourism Board
As for RWMF, the Sarawak Tourism Board CEO Sharzede Datu Salleh Askor said the 2026 and 2027 editions will be marquee events in conjunction with Visit Malaysia Year 2026 and the 30th anniversary of the fest. The STB is also looking at organising a Rainforest Cultural Festival during VMY2026.
'It will be good if we could expand RWMF to celebrate these two important milestones.
'But I don't know.
'To move this iconic event to a different venue – out of the cultural village, away from the rainforest – and put it in a stadium, for example, does not make sense to me. It will give it a different feel , a different meaning.
"With RWMF, it's the ambience that makes it what it is.'