In Sabah and Sarawak, Gawai and Kaamatan are more than festive seasons. They are moments of gratitude, culture, and community connection.
This year, the Carlsberg Gawai Kaamatan campaign returns with a stronger focus on local pride and sustainability. Through a mix of cultural experiences and community initiatives, the campaign aims to bring people together in a more meaningful way.
A Celebration Rooted in Culture and Art
A key highlight of this year’s campaign is the MesmeRICEsing artist-edition packaging.
The design features rice art created by local artists from Sabah and Sarawak. Rice holds deep meaning in harvest traditions, symbolising life, unity, and abundance.
By showcasing local art, the campaign connects modern celebrations with cultural heritage. It also gives visibility to homegrown talent while keeping traditions relevant.
Bringing Communities Together Through Events
The campaign is anchored by the CarlsCrib Harvest Pesta, a three-day event held at Farley Kuching Mall from 22 to 24 May 2026.
The event creates a shared space for people to gather, enjoy music, and celebrate the harvest season together. It reflects the spirit of Gawai and Kaamatan, where community bonding is central.
These on-ground experiences help turn festive celebrations into something more interactive and inclusive.
Encouraging Sustainable Celebrations
Sustainability is also a key part of the campaign.
Through the Carls Green Hub initiative, visitors are encouraged to take part in recycling efforts. By exchanging three empty cans, participants contribute to a RM1 donation towards selected NGOs.
The initiative aims to raise up to RM10,000 while promoting simple, everyday actions that support the environment.
It will also extend to other local events, including the Rainforest World Music Festival and community celebrations in Sarawak.
Extending the Festive Experience to Consumers
Beyond events, Carlsberg is bringing the celebration into daily life through promotions across Sabah and Sarawak.
From now until 31 May 2026, consumers can receive limited-edition merchandise such as MesmeRICEsing backpacks with selected purchases, while stocks last.
There are also chances to win prizes like the iPhone 17 Pro, iPad Air, and Apple Watch Series 11. These offers are available across various retail and dining locations, making it easier for consumers to take part.
Why This Campaign Matters
Campaigns like this show how brands can play a role beyond marketing.
By combining culture, community, and sustainability, the initiative supports local traditions while encouraging responsible behaviour.
It also reflects a growing shift where consumers expect brands to contribute positively to society, not just offer products.
To explore more about the harvest celebrations and ongoing promotions, visit:
https://bestwithcarlsberg.my/harvest
Celebrate With Purpose This Festive Season
As Gawai and Kaamatan approach, this campaign offers a reminder that celebrations can be both enjoyable and meaningful.
By supporting local culture and simple sustainability efforts, communities can come together in ways that create lasting impact.
