Juniper
Chef James Won
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 yesterday’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.
