Carlsberg embraces Bornean spirit with rice-inspired art

In Sabah and Sarawak, rice is not merely food – it is a sacred symbol that binds communities through the Gawai and Kaamatan harvest festivals. Reflecting gratitude, unity, and the essence of life itself, rice embodies the legacy of generations of farmers and the rhythms of cultural tradition. In tribute to this powerful symbolism, Carlsberg Malaysia has launched its fifth edition of limited artist-designed packaging – a heartfelt homage to the cultural richness of Borneo.

This year’s Carlsberg Smooth Draught and Carlsberg Danish Pilsner artist-edition cans and bottles feature intricate “rice art” by local Sabahan and Sarawakian talents. “The essence of Gawai and Kaamatan is deeply tied to the harvest and rice,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia. “Carlsberg honours that heritage, embracing the unity, gratitude, and celebration at the heart of these festivals.”

Art that speaks to the soul

Carlsberg’s 2025 packaging theme, “By Locals, For Locals,” shines the spotlight on Bornean pride with four mesmeRICEsing designs by Sabahan artist Nelson Lip and Sarawakian artist T. Bagak. Each artist created two visuals – one representing Sabah, the other Sarawak – that celebrate their homeland’s iconic symbols.

On Carlsberg Smooth Draught, Sabah’s packaging features the majestic Mount Kinabalu, the tallest peak in Malaysia, while Sarawak’s edition highlights the regal Hornbill perched above a traditional longhouse, symbolising good fortune and deep-rooted cultural values.

Carlsberg Danish Pilsner, available only in April and May, presents Sabah’s design featuring the gentle Orangutan and rare Rafflesia flower, and Sarawak’s design highlighting the soulful melodies of the sape and the warmth of the longhouse. These designs echo with local pride and remind consumers of the beauty and diversity of Borneo’s heritage.

A four-day cultural fusion

In conjunction with the artist-edition launch, Carlsberg will host the highly anticipated Carls Harvest Pesta at Farley Kuching from 15 to 18 May 2025. The four-day celebration promises an immersive experience that blends traditional heritage with contemporary entertainment.

Attendees can look forward to cultural music and dance by local performers, rice art bracelet-making, mixology workshops, and rice resin crafting. A signature highlight is the CarlsBar serving complimentary Tuak Bombs every two hours, keeping the festive spirit alive. Early birds will also be welcomed with a free can of Carlsberg.

More ways to celebrate

Beyond the festivities, Carlsberg fans can also bring home limited-edition collectable plates that capture the spirit of Sabah and Sarawak. Available via in-store promotions while stocks last, these plates serve as cultural keepsakes. Moreover, consumers stand a chance to win exciting prizes, including the Apple 16 Pro, 11-inch iPad Air, or the Apple Watch Series 10.

To deepen the celebratory mood, Carlsberg will unveil a special Harvest Song Music Video to amplify local voices and rhythms across digital platforms. Malaysians are encouraged to follow @CarlsbergMY on Facebook and Instagram and visit bestwithcarlsberg.my/harvest to explore more about the campaign.

As Sabah and Sarawak prepare to celebrate their iconic festivals, Carlsberg’s artist-edition initiative once again brews together heritage, pride, and community spirit—raising every toast to tradition. And as always, Carlsberg reminds: #CelebrateResponsibly – if you drink, don’t drive.