KUCHING: Sarawak’s adventure, culture and eco-tourism offerings are set to reach international audiences through a new original reality competition series, ‘AXN Ultimate Challenge: Sarawak’, a collaboration between KC Global Media Asia, AXN Asia and the Sarawak Tourism Board (STB).
The four-episode adventure series will premiere on the AXN Asia YouTube channel on Jul 31 before making its television debut across AXN networks in Asia on Aug 4.
Designed as a destination-led entertainment initiative, the series follows two teams of content creators competing in adrenaline-filled physical and mental challenges inspired by Sarawak’s landscapes, traditions and local communities.
Produced by KCGM Studios and hosted by television personality Mark O’Dea, the 15-minute episodes combine adventure, cultural immersion and social storytelling while showcasing lesser-known attractions and authentic local experiences across the state.
The competing teams comprise Khenji Saito and Adam Samuel, as well as Estelle Fly and Saffron Sharpe.
Viewers will also see appearances by Sarawak personalities including Chef Achang Libat, Louis Samai, Luke Kenny Doo and blowpipe masters Cikgu Nyoging and Alfa, who will introduce participants to local customs, traditions and challenges.
Among the featured activities are Sarawak-inspired competitions such as foraging for sago worms, highlighting the state’s indigenous food culture and outdoor adventures.
Contestants will also produce their own content throughout the competition, offering audiences behind-the-scenes perspectives of their journey.
KC Global Media Asia co-founder, president and chief executive officer George Chien said the collaboration reflects the company’s commitment to creating original entertainment that celebrates destinations through authentic storytelling.
“Our forward-thinking team has created an immersive adventure with ‘AXN Ultimate Challenge: Sarawak’ that puts the culture, people and spirit of adventure at the heart of the story.
“We look forward to audiences across the world becoming inspired to experience Sarawak for themselves,” he said.
Meanwhile, STB chief executive officer Dr Sharzede Salleh Askor said the programme presents an engaging way for regional audiences to discover the state’s unique blend of adventure, culture and nature.
“AXN Ultimate Challenge: Sarawak’ offers viewers an exciting way to discover this diversity — from challenges inspired by our natural environment to cultural encounters and local stories that make every journey here unique.
“We hope the series will inspire audiences across the region to discover Sarawak, Malaysia for themselves,” she said.
The series forms part of a growing trend in screen tourism, where entertainment content serves as a platform to promote travel destinations and encourage visitors to experience locations featured on screen.
Following its online premiere, ‘AXN Ultimate Challenge: Sarawak’ will air on AXN East Asia, AXN Singapore and AXN China every Tuesday at 9.30pm (GMT+8) from Aug 4 for four consecutive weeks, with repeat broadcasts on Thursdays and Sundays.
