by Jasmine Ng Kia Mian

Explore how Sarawak’s rich stories on culture can transform into profitable, sustainable business opportunities while preserving heritage and engaging modern audiences.



A student once told me she learns history best when it’s delivered like gossip. It made me pause. Why is it that when wrapped in the intrigue of whispers and drama, stories suddenly become captivating? 

It’s not just the content – it’s the how of storytelling that hooks us, making us lean in for more. 

Sarawak – A Land of Stories and Opportunities

Sarawak is a kaleidoscope of ethnic groups, each with its own vibrant traditions and stories. Here, storytelling isn’t just a pastime; its a survival tactic. For businesses, the question is: how do we keep these stories alive while transforming them into sustainable revenue streams?

So, what if we presented these stories like the juiciest piece of gossip – captivating, irresistible, unforgettable? Could we take the essence of our cultural heritage and sell it like hot cakes? Or, more aptly, huat kuehs? 

In the Beginning, Start with the Story

Every great business begins with a story. Think about it: in a crowded market, what sets one product apart from another? It’s the narrative that pulls us in.

But storytelling, like dating, requires effort. You don’t just settle for surface-level small talk; you ask the deeper questions. You get to know the roots of your story, like you’d dig into someone’s past on a first date. Where do they come from? What shaped them? What’s their unique charm? Whether it’s uncovering the legend of Puteri Santubong, or tracing the ancient technique behind weaving a pua kumbu, the magic is in those little details that make you fall in love. 

For entrepreneurs, these stories aren’t just anecdotes – they’re assets.

Find your hook. Every story needs one. Is it sustainability? Reviving a dying craft? Appealing to a younger audience? A compelling hook is what transforms a cultural narrative into competitive edge in the marketplace. 

Collaborate with the Experts

Successful entrepreneurship thrives on collaboration. Your story isn’t just about you – it’s about the people who live and breathe it.

Take Christian Dior, for instance. Many of their couture collection call back endangered crafts, stitching life into dying art forms. Or look at Justin Chow, a Taiwanese fashion designer who used banana fiber textiles – a near-extinct craft in Taiwan, for his Olympic sportswear line. Chou worked with an 82-year old master waver, Yu-Ying Yen, and partnered with abstract artist Paul Chiang to create fabric patterns. Together, they connected old stories with new audiences, proving that heritage can be both magical and profitable.

When businesses collaborate with master craftspeople, they create products that are not only marketable but also culturally significant. This partnership creates a win-win situation: the artisans gain exposure and recognition, while businesses gain authenticity and a deeper connection with their audience. 

Wrap Your Story in a Bow, Literally

Packaging isn’t just about aesthetics – it’s about brand storytelling. It’s how you communicate the heart of your story to your audience.

Imagine artisanal pineapple tart boxes for Lunar New Year, each one o gift not just of food but of luck, with a card explaining its symbolism. Or, digital adaptations of accordion books that let users explore their narratives interactively on an app. 

In today’s market, consumers are drawn to products that tell a story. Leveraging social media to showcase the journey behind a product, the craftmanship, and its cultural significance can amplify its appeal and create loyal customers. 

Turning Stories into Currency

And then there’s the ‘huat kueh‘.

At first glance, it’s just a simple steamed cake. But its name – tied to ‘prosperity’ in Mandarin and Hokkien, gives a deeper meaning. The same goes for the fur on an Iban warrior’s vest, which is more than just decoration; it’s a badge of bravery and protection. 

These everyday objects quietly carry stories, and those stories can become powerful revenue-generating assets. Entrepreneurs need to reframe these narratives as opportunities to connect with modern audiences and build value. 

Imagine a world where every cultural craft was treated as a treasure chest waiting to be opened. Accordion books are not just assignments; they’re limited-edition boutique products. Pua kumbu are  not just designs; they’re featured in collaborations with global brands. The possibilities are endless, and they start with us daring to see value in the things we’ve overlooked for too long. 

The Business of Representation

Cultural storytelling isn’t just about art – it’s about creating a competitive business model. When storytelling and design come together, it’s no longer about selling – it’s about representing. It’s about asking, “Whose stories are we telling, and why do they matter?”

For businesses, cultural storytelling offers a unique pathway to differentiate products, build meaningful brands, and enter global markets.

So, could storytelling sustain culture, preserve heritage, and build a business? The answer is yes – but only if we have the courage to start. Because if Sarawak has taught us anything, it’s that stories don’t just connect us to the past. They build our future.