SARIKEI: The iconic annual Pineapple and Fruits Festival in Sarikei has been rebranded as Sarikei Festival.
It marks a new chapter in efforts to elevate Sarikei as a premier destination for agriculture, tourism and cultural heritage.
Deputy Natural Resources and Environmental Sustainability Minister Datuk Seri Huang Tiong Sii said the rebranding is a strategic move to broaden the district’s potential not only in agriculture, but also in tourism, innovation and community engagement.
“This festival has carved out a place of its own as it enters its 18th edition, a remarkable milestone that further solidifies Sarikei’s standing as a growing local tourism destination.
“However, we recognise that in today’s modern, dynamic and competitive world, change is no longer an option but a pressing necessity.
“The year 2025 will witness a major shift and a historic moment for this festival through a rebranding that brings fresh energy and new perspectives.
“Sarikei Festival is a name that reflects broader aspirations and inclusivity for all levels of society,” he said during the pre-launch ceremony of the festival for 2025 at Dewan Suarah Sarikei recently.
According to him, this year’s festival carries the theme ‘Unite in Culture, Rich in Heritage’.
It symbolises a collective commitment to ensure that culture and heritage are not merely remembered as relics of the past, but embraced as valuable assets in building a brighter future.
Huang, who is also Sarikei Member of Parliament, called on the people of Sarikei and Sarawak to support and take part in the festival as a show of unity and commitment to the region’s development.
Sarikei Festival 2025, which kicked off on July 25, will run until August 3.
It features a variety of activities including agriculture exhibitions, cultural carnivals, creative competitions, local product sales and active community participation.
