Latest news with #JamesWon
The Star
3 days ago
- The Star
Locally sauced
PASSIONATE and adventurous, Chef James Won once dove into a river in a remote village in Sarawak for the 'best ingredients'. It was in the wee hours, when the waters were calm. Won was foraging for mussels and wanted to have them fresh for his next meal. Suddenly, splashes disturbed the calm river. Much to his surprise, several villagers stood on the riverside behind him, throwing rocks into the water a few metres away. 'They told me they were throwing rocks to deter some crocodiles away. I guess I would wade into the dangers of the unknown for food,' Won quipped to a group of reporters recently. Won's experience with the locals reflects the warmth and generosity that define Sarawakians – much like the food they serve, they're rich in flavour and full of heart. Hailing from a small Hakka new village in Jinjang, Selangor, Won has long championed food as a powerful force that brings people together. In fact, he is now leading the 'Serumpun Sarawak' campaign, which aims to highlight Sarawak's gastronomical delights to the world. Won says food can be a vessel of dignity. — Agencies 'We want to ensure that Sarawak's culinary traditions, from foraged jungle greens and smoked river fish, to the ceremonial use of bamboo and stone, are not just remembered, but respected, revitalised and reimagined. 'We believe that food can be a vessel of dignity. That in every indigenous technique, every heirloom ingredient, every community gathering, lies an opportunity to uplift, educate and empower.' The effort is also part of the state's broader push for sustainable tourism, which among others entails conserving resources, respecting local cultures and creating jobs for local residents. Food for thought Sarawak's tourism campaign to highlight its culinary wonders is a declaration of the region's powerful affirmation that indigenous heritage, culinary identity and creative spirit deserve their rightful place on the world stage. 'And not as novelties, but as benchmarks of excellence,' says Sarawak Tourism, Creative Industry and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah, who also heads the region's youth, sports and entrepreneur development portfolio. He says Serumpun Sarawak's vision will be showcased in Osaka, Japan from Aug 5 to 8, as part of the global celebration surrounding World Expo 2025. 'There, amidst innovation from across the planet, the world will get a taste of not just Sarawak's cuisine, but also its identity. Its design. Its way of life.' Traditional Sarawak snack tumpik. — Bernama Abdul Karim says Serumpun Sarawak also reflects the region's deepening commitment to sustainable tourism, which strives to balance between the needs of tourists and local communities. 'These are not just events on a calendar. They are a journey. A journey that shows Sarawak's culinary and cultural expressions are not meant to be preserved behind glass – they are living, breathing and ready to shape the global narrative. 'But journeys are never built in isolation. 'Serumpun Sarawak' is a triumph of collaboration. It brings together chefs, farmers, artisans, storytellers, designers and communities. It is a beautiful reminder that when Sarawakians come together – when we walk as one – we create something powerful, enduring and extraordinary.' Coffee and nuts A vivid example of how food and sustainability converge in Sarawak is the rearing of the empurau fish – a prized catch that also boosts local livelihoods. Gastronomical delight: The empurau fish is a prized catch in Sarawak. — ZULAZHAR SHEBLEE/THE STAR Won says the empurau's distinctive taste comes from its diet of buah engkabang, or illipe nuts. These nuts are key to its famously fatty, fragrant flavour. 'This is why the fish costs so much (it is reported that it can fetch up to more than RM1,500 per kilo).' However, engkabang trees fruit unpredictably. 'Since the empurau has become more and more popular, more farmers and horticulturists have taken up engkabang husbandry (to produce the nuts) to feed the empurau. These are among the many interesting things taking place in Sarawak.' In the highlands, coffee cultivation is also getting attention. Raven Kwok, co-founder of Earthlings Coffee Workshop, says Malaysia is one of the few countries in the world cultivating liberica, a rare coffee bean prized for its smoky, bold and sometimes fruity flavour. 'The country is often overshadowed by other coffee producers including Indonesia. But liberica can put us back on the map.' Kwok says liberica coffee bean can put Malaysia on the map. — YAP CHEE HONG/The Star —Earthlings Coffee Workshop He points to promising efforts in Long Banga in Marudi district – deep in the heart of Borneo – where locals are turning to liberica as a high-value crop. 'It's difficult for them to sell fresh produce in a (competitive) market. So growing coffee makes sense, since it's a non-threshold commodity (it doesn't spoil quickly or require refrigeration),' says Kwok. Coffee cultivation is getting attention in the Sarawak highlands. —Earthlings Coffee Workshop Balancing act Still, with Sarawak's tourism efforts gaining traction, questions arise about how to avoid the pitfalls of over-tourism. Abdul Karim admits this is a growing concern, citing the experiences of Venice and Bali – where unchecked tourism caused rental and food prices to soar, hurting locals. 'We will work to prevent (the tourism in Sarawak) from reaching to such a state. That is the reason why, when we carry out promotions, we are careful in terms of (targeting) the kind of visitors we are inviting to the country.' He says tourist education and regulation are crucial, especially in sensitive natural areas. 'We want tourists who can appreciate the beauty of Sarawak's nature. Not the ones who want to spoil our nature, culture and heritage.' Abdul Karim: 'We want tourists who can appreciate the beauty of Sarawak's nature. Not the ones who want to spoil our nature, culture and heritage.' — ZULAZHAR SHEBLEE / The Star Asked whether increased global demand for Sarawakian cuisine could lead to a rise in ingredient prices, he remains confident. 'Presently, we are not worried. Even if it affects (the prices), we will know how to make the necessary adjustments. This is so that the locals will not feel the pinch.' On Serumpun Sarawak's upcoming showcase in Osaka, the Sarawak Tourism Board says the event will be hosted at Seaside Studio Caso and introduce Japanese and international audiences to the depth and diversity of Sarawak's indigenous cuisines, ingredients and creative expressions. 'Through curated dining experiences, visual storytelling and cultural showcases, Osaka will offer a window into Sarawak's soul – a vibrant confluence of land, people and culinary heritage.' The international debut will be followed by a community-based activation at Unesco world heritage site Mulu National Park. Serumpun Sarawak will be held at the Unesco world heritage-listed Mulu National Park in October. —EDDIE CHUA/The Star 'In October 2025, the journey will host a site-specific experience within the park itself, blending indigenous culinary traditions, ecological appreciation and cultural storytelling in one of the world's most awe-inspiring environments. 'The Mulu activation reflects Serumpun Sarawak's commitment to ensuring that global recognition is always grounded in respect for local communities, biodiversity, and indigenous knowledge systems.'
Daily Express
4 days ago
- Entertainment
- Daily Express
Serumpun Sarawak Ignites A Cultural Gastronomy Journey from Borneo to the World
Published on: Saturday, July 12, 2025 Published on: Sat, Jul 12, 2025 Text Size: PETALING JAYA: Sarawak is stepping boldly onto the global culinary stage with the launch of Serumpun Sarawak, a landmark journey that redefines indigenous heritage, food traditions, and cultural creativity as powerful tools for global influence and sustainable economic growth. Building momentum toward its international debut, Serumpun Sarawak is set to headline two major showcases: Osaka, Japan and Mulu, Sarawak. These global stages will feature curated tasting experiences, storytelling installations, and collaborative performances that present Sarawak's cultural identity in a vibrant, modern context. Hosted by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak (MTCP) and the Sarawak Tourism Board (STB), Serumpun Sarawak marks a bold new chapter for the state's tourism and cultural economy. The initiative is led by world-renowned chef and indigenous gastronomy advocate, Chef James Won, in collaboration with Atlas Collective. More than a gastronomic experience, Serumpun Sarawak is a global invitation to engage with Sarawak as a living ecosystem of biodiversity, creativity, and ancestral knowledge, where indigenous wisdom meets contemporary innovation, and where food becomes a vessel for storytelling, identity, and connection. '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. A signal to the world that Sarawak's culinary roots run deep — and our ambitions reach far,' said YB Dato' Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak. 'Serumpun Sarawak is our answer to that call. It is where ancestral knowledge meets cutting-edge creativity. Where native ingredients become narrative. Where stories from the lands are translated into unforgettable multisensory experiences.'' The journey's first confirmed activation will take place from 5 to 8 August 2025 in Osaka, Japan, as part of an exclusive cultural gastronomy showcase in conjunction with the World Expo 2025. Hosted at Seaside Studio Caso, this immersive event will introduce Japanese and global audiences to the depth and diversity of Sarawak's indigenous cuisines, ingredients, and creative expressions. Through curated dining experiences, visual storytelling, and cultural showcases, Osaka will offer a window into Sarawak's soul, a vibrant confluence of land, people, and culinary heritage. Following its international debut, Serumpun Sarawak will return to its roots with a powerful community-based activation deep in Sarawak's own natural crown jewel, the UNESCO World Heritage-listed Mulu National Park. In October 2025, the journey will host a site-specific experience within the park itself, blending indigenous culinary traditions, ecological appreciation, and cultural storytelling in one of the world's most awe-inspiring environments. The Mulu activation reflects Serumpun Sarawak's commitment to ensuring that global recognition is always grounded in respect for local communities, biodiversity, and indigenous knowledge systems. Collaboration sits at the heart of Serumpun Sarawak, with leading Sarawakian organisations such as Earthlings Coffee Workshop, Tanoti Crafts, The Tuyang Initiative, and the Culinary Heritage & Arts Society Sarawak (CHASS) working together to champion indigenous ingredients, craftsmanship, and cultural preservation. Their shared vision ensures that the journey remains rooted in authenticity, empowering local communities while amplifying Sarawak's position as a world-class destination for cultural and culinary exploration. Guests at today's press conference were offered an early taste of what lies ahead, with a captivating ethnic cooking showcase and an exclusive preview of The Serumpun Story, a short film encapsulating the essence of the journey. A curated coffee experience by Earthlings Coffee Workshop also highlighted Sarawak's emerging status as a terroir for exceptional coffee cultivation, blending tradition, sustainability, and global potential. Serumpun Sarawak represents the next evolution of Sarawak's tourism and cultural landscape, where heritage is not frozen in time but continually reimagined, shared, and celebrated. It is an invitation to the world to experience Sarawak not just through its landscapes but through its flavours, its stories, and its people. As the journey prepares to take Sarawak's cultural gastronomy to Mulu, Osaka, and beyond, one message rings clear: Sarawak is ready to lead, to inspire, and to redefine how the world experiences Borneo. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available. Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia
Free Malaysia Today
5 days ago
- Entertainment
- Free Malaysia Today
Sarawak to showcase its unique cuisine at World Expo 2025
Sarawak tourism minister Abdul Karim Rahman Hamzah cooking up a Melanau dish called Tumpik, a pancake of sorts made from sago, dried coconut and salt. PETALING JAYA : Sarawak is set to bring its rich culinary heritage to the global stage as part of the state's broader effort to promote tourism and empower local communities. State tourism minister Abdul Karim Rahman Hamzah said Sarawak had 34 ethnic groups, each with its own deep-rooted culinary traditions, and that this would be a key selling point at the World Expo Osaka 2025 next month. 'Sarawak is well known as a melting pot of cultures. 'But recognition is not the destination. This is an invitation to innovate, elevate and redefine how the world sees Sarawak,' he said at the launch of Serumpun Sarawak, a gastronomy-driven cultural platform set to showcase the Bornean state's cuisine at the World Expo. Led by renowned chef James Won, Serumpun Sarawak will curate a six-to-seven course dinner for over 160 international VIPs, using indigenous ingredients and traditional techniques. Karim said the team, which includes chefs, farmers and community leaders, was a reminder that the unity of Sarawakians was capable of crafting something 'powerful, enduring and extraordinary'. Sarawak's signature dishes include Sarawak laksa and mee kolok, with the late widely acclaimed food critic Anthony Bourdain describing the former as 'the breakfast of the gods'. Following its debut in Osaka, Serumpun will return to Malaysia for a second showcase in Mulu, Sarawak, this October, where indigenous communities will take part in cultural performances, workshops and food showcases. 'This is where our culture breathes,' Karim said. 'We are bringing our food to the world and then bringing the world to Sarawak.' He said the initiative aligns with the state government's tourism push, which has already generated RM1 billion in tourism receipts as of May 2025. Won said Serumpun would strive to empower local communities, describing the initiative as a 'gastronomic platform to preserve, elevate and bridge indigenous communities in Sarawak through cuisine'. 'We're not trying to change the world, but we want to inspire the next generation not to be idle. There's so much wisdom in indigenous knowledge that can't be taught in schools. Food is only the beginning,' he said.
