Sarawak will take centre stage this September at CelebrASIA 2025, a cultural festival in London that brings together the food, traditions and creativity of Southeast Asia. For the first time, the Malaysian state is leading the national presence at the event, highlighting its unique combination of eco-tourism, indigenous artistry and cultural heritage. The initiative, led by the Sarawak Tourism Board (STB), aims to raise the state’s international profile and encourage travellers to explore the rich landscapes and traditions of Borneo.
The festival will run from 5–7 September 2025 at the Battersea Power Station, following on from the inaugural edition in 2024 that attracted more than 154,000 attendees. This year promises an even more ambitious programme, with Sarawak as one of the key attractions. Through workshops, performances and interactive exhibits, visitors will be given an immersive glimpse into Sarawak’s vibrant culture and pristine environment.
Among the highlights are two hands-on workshops curated by STB. The first, an Iban Necklace Beadwork workshop, will introduce participants to the marek empang; a traditional necklace worn by Iban maidens in dances and ceremonies. Attendees will learn to craft a single-string version of the intricate adornment, gaining insight into its cultural symbolism and heritage. The second workshop, on rattan coaster making, will be led by artisans from Kunang Studio, who will teach weaving techniques using natural materials. Both workshops, priced at £35 and limited to 20 participants, provide a rare opportunity to learn traditional skills directly from Sarawak’s craft experts.
Cultural performance will also play a key role in Sarawak’s showcase. A troupe from the Sarawak Arts Council will present traditional dances throughout the festival, with colourful costumes and choreography offering a window into the state’s rich artistic traditions. These live performances will run from Friday afternoon to Sunday evening, ensuring that audiences of all ages have a chance to enjoy them.
For families, CelebrASIA 2025 will feature a Grand Tour Trail, where children can explore Southeast Asian cultures through interactive stations and collect stamps in a special passport. Completing the trail earns a unique explorer sticker, making it both fun and educational. This family-friendly approach reflects Sarawak’s commitment to cultural exchange and inclusivity.
The artisan market, with more than 30 Southeast Asian brands, will further highlight Sarawak’s creativity and sustainable tourism products. Visitors will be able to browse and purchase authentic handicrafts, from beadwork and basketry to locally inspired designs, reinforcing the link between cultural preservation and tourism development.
Sharzede Datu Haji Salleh Askor, Chief Executive Officer of the Sarawak Tourism Board, stressed the importance of the UK market: “CelebrASIA offers an exceptional opportunity to engage directly with UK-based travellers, trade professionals, and the wider community. We are proud to present the diverse cultural expressions and indigenous craftsmanship of Sarawak, and to reinforce its position as one of Malaysia’s most compelling and authentic destinations.”
Sarawak’s presence at CelebrASIA 2025 is intended to build bridges with international markets. By highlighting eco-tourism alongside traditional arts, Sarawak is appealing to travellers seeking experiences that are both sustainable and enriching. Rainforest treks, river explorations and community-based tourism will be positioned alongside cultural immersion, demonstrating the state’s ability to offer multidimensional travel.
For Malaysia as a whole, Sarawak’s participation supports the broader goal of promoting the country as a diverse and sustainable tourism destination. Through cultural diplomacy, international partnerships and creative engagement, CelebrASIA 2025 provides a valuable platform for Malaysia to strengthen its presence in Europe.
CelebrASIA 2025 promises to be a highlight of the cultural calendar, and Sarawak’s role within it reflects a growing ambition to position Borneo as a destination where nature, culture and creativity come together. For attendees in the UK, it offers not just entertainment but also an invitation to explore one of Southeast Asia’s most distinctive regions.
