SHAH ALAM, 14 October 2024 – Carlsberg Smooth Draught’s ‘Raikan Kebanggaan Sabah & Sarawak’ campaign continues, staying true to its “By Locals, For Locals” spirit by celebrating the rich heritage and pride of Sabah and Sarawak. This year, the campaign partners with three inspiring local heroes— Sarawak’s Olympic diver Pandelela Rinong, Sabah’s K-Pop sensation Isaac Voo, and Miss Universe Malaysia 2020, Francisca Luhong, who is now a model and TV host. Each of these figures represent the unique culture and pride of Sabah and Sarawak.
The Raikan Kebanggaan Sabah & Sarawak campaign and artist-edition cans are a toast to Borneo’s celebrated figures, encouraging Sabahan and Sarawakians to embrace their roots. From achieving historic milestones to representing Malaysia on the global stage, these local heroes are deeply connected to their heritage. By teaming up with these amazing personalities, Carlsberg Smooth Draught aims to honour the creativity, resilience, and spirit of Sabah and Sarawak that they so proudly represent.
From securing multiple gold medals to making history as Malaysia’s first female Olympic medallist, Sarawakian diver Pandelela Rinong draws strength from her roots. “When I think of Sarawak, the word peace comes to mind—it is similar to the kind of feeling I get from being near the waters. Growing up I was surrounded by people from all walks of life who have inspired and encouraged me to turn my love for diving into something greater. Through my achievements, I hope to inspire everyone to celebrate our unique heritage.”
As Malaysia’s first K-Pop idol, Isaac Voo draws deep inspiration from his roots, especially through music and dance, “As a Sabahan, I’ve always appreciated the love we share for music and dance, which has played a huge role in my success as a K-POP idol. I hope to inspire others just as my community has inspired me.”
Francisca Luhong is part of Sarawak’s orang Ulu community, with her heritage being a source of strength and pride, “Sometimes you don’t realize how much heritage impacts your life. I never would have thought it would bring me to one of my biggest life milestones. It’s a big part of our culture to dance, to celebrate. So, whenever my community celebrates my wins together with me, I feel an immense sense of pride for making my community proud.”
To hear more of their stories, head over to @CarlsbergMY on Instagram and watch the full videos. Adding a touch of innovation, the campaign features two unique Instagram filters—one for Sabah https://qr.page/g/jYVTtg9O4Z and one for Sarawak https://qr.page/g/34jdJSjn0ql . By using the filters to scan any Carlsberg Smooth Draught can, consumers can unlock an immersive AR experience that showcases iconic Bornean symbols such as the Hornbill and Orangutan, the traditional Longhouse, the classical Sape, as well as the rare Rafflesia and the magnificent Mount Kinabalu.
