Sarawak Tourism Board joins CelebrASIA 2025 in London, showcasing eco-tourism, crafts, and performances to engage UK travellers and communities.
Sarawak Tourism Board (STB) announced its debut participation in CelebrASIA 2025, the popular consumer show returning for its second year from 5th to 7th September 2025 at Battersea Power Station, London.
Following the tremendous success of the inaugural event in 2024, which drew over 154,000 attendees across three days, CelebrASIA has established itself as a flagship event in the UK for cultural exchange and tourism promotion. Supported by embassies and community groups, the festival showcases ten Southeast Asian countries, including Malaysia, with Sarawak taking an important role in this year’s programme.
Set to return even bigger in 2025, the three-day event will once again transform one of London’s most iconic venues into a vibrant celebration of Southeast Asian food, culture, and community. This year there will be an expanded programme including a new riverside Feasting Tent, a curated artisan market of over 30 Southeast Asian brands, and interactive arts and craft sessions for all ages.
As part of Malaysia’s national presence, Sarawak will play a prominent role, showcasing its unique traditions, creative industries, and authentic visitor experiences through a range of engaging activations.
“The UK is important for us,” said Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. “CelebrASIA offers an exceptional opportunity to engage directly with UK-based travellers, trade professionals, and the wider community. We are proud to present the diverse cultural expressions and indigenous craftsmanship of Sarawak, and to reinforce its position as one of Malaysia’s most compelling and authentic destinations.”
Sarawak Tourism Board is pleased to partner with Tourism Malaysia to showcase the country’s appeal as a leading and diverse travel destination. During CelebrASIA 2025, STB will spotlight Sarawak’s rich eco-tourism, vibrant cultural heritage, and immersive travel experiences.
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Sarawak Craft Council will also have a booth, showcasing and selling traditional Sarawak crafts, including intricate beadwork and handwoven basketry.
Enhancing the visitor experience further, Sarawak Tourism Board is proud to present two hands-on craft workshops, offering festivalgoers the opportunity to explore and participate in traditional Sarawakian art forms.
Sarawak Iban Necklace Beadwork:
Led by “Pungu Borneo” this workshop invites participants to discover the intricate beauty of Marek Empang – a type of adornment traditionally worn by Iban maidens during dances and ceremonial occasions. Made from thousands of colourful threads and beads, each piece tells a story of heritage and identity. In this session, guests will learn how to craft a single-string Marek Empang while gaining insight into its cultural significance and symbolism. Taking place 6th September at 10:00am, and 7th September at 14:15pm.
Sarawak Rattan Coaster Making:
Guided by the skilled artisans of “Kunang Studio”, this workshop is a creative and reflective introduction to Sarawak’s rich weaving traditions. Participants will be taught basic weaving techniques using locally sourced natural fibres such as rattan and bemban – materials traditionally used by Sarawak’s indigenous communities. This immersive workshop highlights both the skill and meaning embedded in this heritage art form. Taking place 6th September at 11:30am, and 7th September at 11:45am.
Both workshops will take place in the Turbine Halls, Level 1, and are priced at £35 per person. Each session lasts one hour and is limited to 20 participants. Places must be booked in advance via the event organiser’s website.
In addition to the workshops, a six-member performance troupe from the Sarawak Arts Council will present a captivating programme of traditional dance performances on the festival’s outdoor stage. These live cultural showcases will run from Friday afternoon through to Sunday evening, offering audiences a vibrant glimpse into Sarawak’s rich artistic heritage. Performance schedule to be confirmed.
With a vibrant programme featuring live music, food from over 29 top Southeast Asian chefs, and an expanded cultural showcase marking Wandsworth’s year as London Borough of Culture, CelebrASIA 2025 promises something for everyone. A highlight for families is the Grand Tour Trail, where children can explore Southeast Asian cultures, collect stamps in a celebrASIA passport, and earn a special explorer sticker upon completion — a fun and educational way to experience the festival together
Sarawak’s participation reflects its continued commitment to cultural diplomacy and destination marketing, connecting with a key international market and inviting UK travellers to explore its living traditions, biodiversity, and heritage.