KUCHING: Sarawak’s traditional handicrafts have the potential to become globally competitive products that create economic opportunities for rural communities while preserving the State’s cultural identity.
Deputy Premier Datuk Amar Douglas Uggah Embas said the industry must move beyond preservation and focus on strengthening quality, branding, product development and international market access.
He said this when officiating the Iban Women Charitable Trust (IWCT) Handicraft Competition 2025/2026 at the Riverside Majestic Hotel here today.
Uggah proposed the vision of ‘Ruai to the World’, aimed at bringing creativity and craftsmanship developed in Iban longhouses onto the international stage.
He said products such as Pua Kumbu could find a place in international museums, premium lifestyle brands, luxury hotels, fashion houses, cultural festivals and design exhibitions.
“I hope the next IWCT can invite global fashion designers to be part of this programme,” he said.
Uggah said Sarawak had the talent, originality and cultural richness needed to compete internationally, but several challenges must be addressed.
These included production costs, quality control, sourcing natural materials, market access and product diversification.
He said international buyers demanded consistency in craftsmanship, finishing, durability and presentation, making professional training, product certification, design development and quality assurance important for positioning Sarawak handicrafts as premium products.
He also stressed the importance of sustainable sourcing of plants, roots, bark and natural dyes used in traditional weaving, particularly Pua Kumbu.
On market access, Uggah said artisans should strengthen digital marketing, participate in international trade fairs, improve branding and make greater use of e-commerce platforms to reach buyers worldwide.
He said traditional craftsmanship should remain authentic while adapting to contemporary markets.
“Pua Kumbu motifs, beadwork and indigenous designs can inspire fashion collections, interior decor, hospitality products, luxury gifts, jewellery and contemporary lifestyle products without compromising their cultural integrity,” he said.
According to the Sarawak Craft Council, promotional events throughout 2025 generated RM5.9 million in handicraft sales, comprising RM2.07 million from events outside Sarawak and RM3.83 million from events within Sarawak.
The recent Ethnocultural Festival in Miri also recorded RM670,000 in handicraft sales.
Uggah said the figures showed growing confidence in Sarawak’s handicraft industry, with stronger branding, strategic marketing, better product development and wider international exposure capable of further expanding the sector.
He also highlighted the potential of combining handicrafts with cultural tourism, as visitors increasingly seek authentic experiences such as visiting longhouses, watching artisans weave Pua Kumbu and learning traditional beadwork.
Uggah urged younger Sarawakians to see handicrafts as opportunities for the future, while acquiring skills in entrepreneurship, digital technology, product design and international marketing.
He also announced RM50,000 in support for IWCT, alongside RM30,000 committed by Datuk Seri Alexander Nanta Linggi and RM20,000 by Datuk Jefferson Jamit.
The RM100,000 combined commitment will support IWCT’s efforts to promote and preserve Iban handicrafts.
Uggah said the goal was for every longhouse to become a centre of creativity and every artisan to become an entrepreneur, bringing Sarawak’s heritage proudly onto the international stage.
