KUCHING: Carlsberg Malaysia is honouring the Gawai and Kaamatan festivals with the return of its ‘Raikan Bersama Sabah & Sarawak’ campaign, blending cultural heritage with a strong commitment to environmental sustainability.
Central to this year’s harvest celebrations is the ‘MesmeRICEsing’ artist-edition packaging, featuring intricate rice art by Sabahan artist, Nelson Lip, and Sarawakian artist, T. Bagak.
Inspired by rice as a symbol of unity and abundance, the designs pay tribute to Bornean harvest traditions while reinforcing the brand’s focus on giving back to the local community.
Carlsberg Malaysia’s Marketing Director, Olga Pulyaeva, stated that the region represents a valued community that the company respects deeply.
“Through ‘Carlsberg Raikan Bersama Sabah & Sarawak’, we are focused on celebrating local culture while encouraging responsible celebration.
“We want to give consumers simple ways to take part in supporting community and environmental efforts during this harvest season,” she said in a press statement today (April 30).
The campaign will anchor its festivities at the ‘CarlsCrib Harvest Pesta’, a three-day cultural event scheduled to take place at Farley Kuching Mall from May 22 to 24.
The event promises a vibrant social space featuring music and festive experiences designed to bring communities together to connect and unwind.
In a bid to promote green habits, Carlsberg has also introduced the ‘Carls Green Hub’ initiative, which will be featured at the Harvest Pesta, the Rainforest World Music Festival (RWMF), and a community celebration at Kampung Taee.
Under this sustainability initiative, guests are invited to exchange three empty cans for a RM1 donation to a selected beneficiary non-governmental organisation (NGO), with an overall collection target of RM10,000.
Furthermore, consumer promotions are currently running until May 31 across Sabah and Sarawak.
Purchases of Carlsberg Danish Pilsner or Carlsberg Smooth Draught at selected outlets will reward customers with limited-edition MesmeRICEsing backpacks, while stocks last.
Eligible purchases also offer consumers the chance to win prizes such as the iPhone 17 Pro, iPad Air and Apple Watch Series 11.
For more information on the celebrations and promotions, the public can follow @CarlsbergMY on social media.
