From radio waves to roadshows, Pepsi celebrates East Malaysia’s harvest spirit

KUALA LUMPUR: This harvest season, Pepsi is transforming Kaamatan and Gawai into a multiplatform celebration of East Malaysian heritage, blending music, storytelling and modern pop culture with harvest tradition.

The brand’s latest festive initiative stretches from the airwaves and digital screens to on-ground events across Sabah, Sarawak and peninsular Malaysia.

At the heart of the celebration is Pepsi FM, a first-of-its-kind collaboration bringing together Era Sabah, Era Sarawak, Cats FM and Kupi-Kupi FM for a shared festive broadcast connecting listeners through music, culture and conversation.

For one day, the stations transformed into a celebration of East Malaysian identity under the theme “Dari Frekuensi ke Hati, Happy Gawai Kaamatan”.

Listeners tuned in to a mix of local hits, harvest-themed songs, multilingual segments, cultural storytelling, and heartfelt shoutouts reflecting hometown memories and festive traditions.

The broadcast also explored the symbolism behind traditional harvest attire and cultural touchstones such as Unduk Ngadau and Kumang Gawai, while highlighting the diversity of East Malaysian identities and dialects.

Cultural artist Alena Murang shared her efforts to preserve Bornean heritage through music in endangered Kenyah and Kelabit languages, while Pepsi anthem performers Mary Grace, Rezza Shah, Ramless Walter and Dabra Sia also made special guest appearances.

Pepsi has also expanded the festivities into digital storytelling through “Dua Budaya, Satu Nadi” (“Two Cultures, One Pulse”), a three-episode mini drama series that premiered on TV Sabah’s digital platforms on May 14.

The short-form series follows Sunduan from Sabah and Dayu from Sarawak, whose paths cross during the harvest season as they navigate friendship, tradition and shared cultural experiences.

The series reflects how younger Malaysians are experiencing Kaamatan and Gawai today, balancing heritage with modern identity.

Even the iconic Pepsi can has received a harvest-inspired makeover.

This year’s harvest-festival cans feature designs inspired by traditional Dayak and Murut motifs, created with artists Mohamad Faizullah Ermi Herman and Shirly Wong, together with cultural storytellers Charles Mawan and Daphne Siaw.

Instead of redesigning the iconic blue can, the collaborators wanted the collection to “represent our home and show how our cultures can come together as one”, Wong explained.

These limited editions are now available at supermarkets and convenience stores in Sabah and Sarawak, as well as through Etika’s online stores.

And that’s not all – the celebrations have spilled into physical spaces through a series of on-ground harvest activations across the country.

In Sabah, Pepsi is joining the Jelajah Kaamatan Roadshow with stops in Papar, Lahad Datu, Sandakan, Pitas and Tambunan before culminating at KDCA Penampang on May 30 & 31.

In peninsular Malaysia, the festivities made a stop at the Borneo Native Festival at Central Market in Kuala Lumpur from May 22-24, bringing East Malaysian harvest culture closer to urban audiences.

The celebrations will continue with Gawai events in Kampung Ta’ee on June 1, followed by Betong and Kuching. Look out for interactive booths and limited-edition merchandise including Pepsi harvest canvas bags and non-woven bags, Pepsi hand fans, and Pepsi Zero Sugar LTO cans.

Elsewhere, Rosemarie Wong-Jabu, president of the Sarawak Heritage Society, thanked Pepsi for collaborating with East Malaysian artisans to create handcrafted PR kits inspired by local heritage.

This included partnerships with Propok View Handicraft in Sabah and artisans from the Betong longhouse community in Sarawak.

“Opportunities like these empower local communities, celebrate Sarawak’s cultural traditions, and give our handicraft makers a platform to share their skills with a wider audience,” she said.

The festive initiatives also extend into dining collaborations with brands including Domino’s Pizza, Jollibee, Uncle Bob and The Chicken Rice Shop, where customers can redeem limited-edition Pepsi merchandise with selected meals while stocks last.

“At Pepsi, we are proud to celebrate the richness of East Malaysia’s cultural heritage,” said Amy Gan, vice-president of marketing at Etika Sdn Bhd.

“The harvest celebrations have become more than just a festive campaign; they are a platform to celebrate identity, connection and the stories that make Sabah and Sarawak so unique.”

المصدر: Free Malaysia Today