PARIS: Thirsty Craftsmen Asia Sdn Bhd, the creator of ENDU Sparkling Tuak, has officially signed a Memorandum of Understanding (MOU) with Asian Food Collective (AFC) to introduce Borneo’s iconic rice wine in a modern sparkling form to the European market.
The MOU was signed at MATRADE Paris on Wednesday (May 7) by Fiona Marcus Raja, Co-Founder of Thirsty Craftmen Asia, and Bernard Yong, a Sarawakian entrepreneur and representative of AFC who resides in France.
The agreement marks a significant step forward in Sarawak’s global food and beverage presence.
Unlike conventional ‘tuak’ found in traditional settings, ENDU Sparkling Tuak is a premium rice wine reimagined for a contemporary audience—crafted with advanced fermentation methods and presented with a refined, effervescent profile. Available in Classic and Roselle variants, ENDU brings a new appreciation for indigenous Bornean heritage to global consumers.
“This is more than a business partnership, it is about our passion and determination to put Sarawak on the world map,” Fiona said.
“Through this collaboration with AFC, we are sharing not only a product, but a story of identity, innovation, and cultural pride.”
In the meantime, Yong stated that as a fellow Sarawakian in France, he is excited to bring ENDU Sparkling Tuak to a new market and to help foster greater appreciation for Southeast Asian heritage through food and culture.
A year long MOU outlines a strategic framework for market testing, joint marketing, and promotional activities throughout Paris and Europe. It also includes provisions for cultural exchange, enabling both parties to share and celebrate Borneo’s unique traditions, storytelling, and craftsmanship with the European audience.
The collaboration includes plans to gather consumer feedback and explore the development of a ‘tuak’ variant tailored specifically for the European market, while preserving its authentic Bornean roots.
