KUCHING: In a first-of-its-kind unified broadcast experience, Pepsi Malaysia has brought the Kaamatan and Gawai harvest festivals to life through ‘PEPSI FM’, connecting listeners across Sarawak, Sabah, and Peninsular Malaysia.
The one-day marathon broadcast under the theme ‘Dari Frekuensi ke Hati, Happy Gawai Kaamatan’ merged four prominent Borneo radio stations – Cats FM, ERA Sarawak, ERA Sabah, and Kupi-Kupi FM – into a single collective festive platform.
Presented by Etika Sdn Bhd, the special broadcast features multilingual segments, cultural storytelling, and local perspectives highlighting East Malaysian identities.
Etika Sdn Bhd’S Vice-President of Marketing, Amy Gan, said PEPSI FM allows more Malaysians to experience the spirit of Kaamatan and Gawai in a contemporary and accessible way.
“The Pepsi Harvest celebrations have evolved beyond a festive campaign into a platform that champions identity, connection, and the unique stories of Borneo,” she said.
Astro Audio’s Director, Priya Dharshini, noted that this marks the historic first time ERA Sabah and ERA Sarawak have collaborated with Cats FM and Kupi-Kupi FM.
“This initiative creates an opportunity to strengthen the bond between the announcers and listeners, especially the communities in Borneo,” Priya added.
The programming features cultural insights into traditional harvest attire and highlights like the Kumang Gawai and Unduk Ngadau pageants.
Listeners also get to enjoy interviews with cultural artist, Alena Murang, and Pepsi anthem stars, Mary Grace, Rezza Shah, Ramless Walter and Dabra Sia.
To complement the broadcast, Pepsi will launch a three-episode digital mini-drama titled ‘Dua Budaya, Satu Nadi’ on TV Sabah’s official digital platforms, following a cross-cultural journey between Sabah and Sarawak characters.
The beverage brand also unveiled its 2026 limited-edition Harvest Festival cans inspired by traditional Dayak and Murut motifs, co-created by East Malaysian artists and storytellers.
Additionally, Pepsi’s festive PR kits featured traditional elements handcrafted by local artisans, including the Betong longhouse community in Sarawak.
Sarawak Heritage Society’s President, Datin Rosemarie Wong-Jabu, lauded the initiative, stating it empowers local communities and celebrates Sarawak’s cultural traditions.
Pepsi is also rolling out physical activations, heading to Sarawak for Gawai celebrations in Kampung Ta’ee on June 1, followed by Betong and Kuching.
