Carlsberg marks Gawai and Kaamatan with culture and community initiatives

In Sabah and Sarawak, the Gawai and Kaamatan harvest festivals continue to serve as more than cultural observances, embodying values of gratitude, unity and shared responsibility. This year, Carlsberg Malaysia is returning with its “Raikan Bersama Sabah & Sarawak” campaign, positioning its celebrations around community engagement and environmental awareness.

Central to the campaign is the continuation of its MesmeRICEsing artist-edition packaging, which features intricate rice-inspired artwork by Sabahan artist Nelson Lip and Sarawakian artist T. Bagak. The designs draw on rice as a longstanding symbol of life, abundance and cultural continuity in Bornean communities. The initiative reflects an effort to highlight local heritage while aligning with broader sustainability messaging.

“Sabah and Sarawak are more than a marketplace for us —there comprises of communities we respect and consumers we value,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia. “Through Carlsberg Raikan Bersama Sabah & Sarawak, we’re focused on celebrating local culture while encouraging responsible celebration—giving consumers simple ways to take part in supporting community and environmental efforts during the harvest season.”

A key highlight of this year’s programme is the CarlsCrib Harvest Pesta, scheduled to take place from 22 to 24 May 2026 at Farley Kuching Mall. The three-day event will feature music performances, cultural showcases and social activities aimed at fostering communal connections during the festive period.

Sustainability efforts take centre stage

Alongside the festivities, Carlsberg is introducing the Carls Green Hub, an initiative designed to encourage sustainable practices among consumers. The programme invites attendees to exchange three empty cans for a RM1 donation to a selected non-governmental organisation, with a fundraising target of RM10,000.

The initiative will not be limited to the Kuching event but will also extend to the Rainforest World Music Festival and a local harvest celebration in Kampung Taee, Sarawak. By integrating sustainability into celebratory spaces, the company aims to promote more responsible consumption habits during the festive season.

Beyond on-ground activities, the campaign includes promotional efforts across Sabah and Sarawak. Running until 31 May 2026, consumers purchasing selected Carlsberg products may receive limited-edition MesmeRICEsing backpacks and stand a chance to win prizes such as smartphones, tablets and smartwatches.

While such promotions are expected to drive consumer participation, the company has also reiterated the importance of responsible behaviour. The campaign continues to emphasise its message of moderation and safety, including reminders against drink-driving.

Through this year’s harvest campaign, Carlsberg seeks to balance commercial engagement with cultural appreciation and environmental responsibility, reflecting a broader trend of brands aligning festive marketing with community-driven values.