KUCHING: The enduring success of the Rainforest World Music Festival (RWMF) lies in its ability to preserve cultural heritage while adapting to changing audience preferences, says Datuk Seri Abdul Karim Rahman Hamzah.
The Minister for Tourism, Creative Industry and Performing Arts said the festival’s continued popularity over nearly three decades was not the result of chance, but a deliberate effort to ensure traditional music remains relevant to younger generations.
According to him, preserving cultural heritage requires the involvement of those who understand its value and are committed to keeping it alive across generations.
He said examples can be seen in countries such as Indonesia, where traditional musical genres and indigenous instruments continue to enjoy widespread appreciation.
The same principle, he added, guides the selection of performers for RWMF, with cultural and traditional elements remaining central to the festival’s identity.
“We want to ensure our heritage remains preserved. That is why the performers involved must bring traditional musical elements and instruments that help bring their performances to life.
“When we invite groups from abroad, many of them are also champions of their own traditional music, whether through drums, flutes or other cultural instruments,” he told reporters after officiating at the Rainforest Youth Summit (RAYS) 2026 here today.
Meanwhile, Sarawak Tourism Board (STB) Chief Executive Officer, Dr Sharzede Datuk Salleh Askor, said one of the key factors behind RWMF’s longevity has been its commitment to featuring performers who incorporate traditional or indigenous musical elements in their acts.
She said every group selected from around the world must showcase its own musical heritage before being integrated into the festival’s signature cross-cultural experience.
“When we travel overseas to source performers, one of our main requirements is that they use indigenous instruments or elements from their own culture.
“For example, if they are from Uzbekistan, they must bring their own musical identity. We turn that into a cross-cultural experience and that remains one of our core principles,” she said.
At the same time, Sharzede said efforts to attract younger audiences involve giving traditional music a contemporary touch without compromising its original identity.
She said the fusion of modern music with traditional instruments, together with the inclusion of headline acts each year, has helped attract festivalgoers from different age groups.
Beyond music, Sharzede said RWMF has also evolved into a platform that promotes sustainability and environmental awareness.
“Rainforest is not only about music. We promote sustainability and show that the festival represents something bigger than entertainment alone.
“Next year will be even more special as we celebrate the festival’s 30th edition, and the milestone will be marked in a big way,” she said.
