We have the mountain, sea but no song
Published on: Sunday, May 25, 2025
Published on: Sun, May 25, 2025
By: Datuk Roger Chin Text Size: IF you ask a European or Japanese traveller to hum ' Malaysia, Truly Asia ', chances are they still can — more than two decades after it first aired. It wasn't just an ad. It was a siren song. A masterstroke in destination branding. It ran across CNN, BBC, and hotel screens from Berlin to Bangkok. It made you feel something. It made Malaysia unforgettable. Now ask the same person about Sabah. Chances are, they'll blink. 'Where?' This is the hard truth we must confront - Sabah is not as well-known as we often assume. Despite our stunning natural assets, cultural richness, and world-class dive sites, Sabah hasn't broken into the global consciousness — not in the way Bali, Phuket, or even Langkawi have. Feel Sabah? The World Doesn't Yet Our current tourism campaign, 'Feel Sabah', is noble in intention — but muted in execution. It's played on loop at trade fairs, projected on booth monitors, and shared via localised digital content. But it lacks the vital ingredients of great destination storytelling - a hook, a heartbeat, a voice.
Advertisement It lacks music. And without a strong emotional anchor, even the most breathtaking visuals get lost in the noise of global tourism. In an industry where travellers are bombarded with similar promises of 'pristine beaches' and 'untouched rainforests,' we must ask - What truly sets Sabah apart? The World Remembers a Feeling What made 'Malaysia Truly Asia' iconic wasn't just the imagery. It was the jingle — catchy, colourful, culturally layered. You could close your eyes and still know what Malaysia felt like. You could sing it. You could remember it. Sabah needs that. A soundtrack. A musical identity that doesn't just describe Sabah — it defines it. We have the talent. Asmin Mudin, a proud Sabahan, wrote 'Kau Ilhamku', one of Malaysia's most beloved songs, and 'Sayang Kinabalu', an ode to the majestic mountain and the spirit of its people. These aren't just songs. They are emotional signatures — exactly what Sabah needs to break through the global tourism fog. So why haven't we called on Asmin, or other Sabah musicians, to craft a true anthem for our state? Visibility Isn't Recognition Yes, tourists do come — especially from China. But our reach is narrow. Most Chinese visitors to Sabah hail from a few southern provinces, particularly Guangdong. The rest of China — vast, curious, and travel-hungry — remains largely unaware of our existence. This limited recognition extends globally. Sabah is known in niche circles — divers, trekkers, wildlife lovers — but not in the mainstream. In truth, we are still a well-kept secret. And in a saturated region like Southeast Asia, where dozens of destinations offer similar natural appeals, being unknown is a liability. Tourism is Not Just Branding — It's Survival For many in Sabah, tourism is not a luxury industry — it's a livelihood. From Kundasang homestays to artisans in Keningau and boat operators in Semporna, the tourism economy is a local economy. Done well, it generates jobs, sustains villages, and uplifts indigenous communities. A world-class tourism campaign, then, is not vanity. It is economic policy. And yet, Sabah's tourism marketing remains largely dependent on federal allocations, shaped far from the realities of our terrain. Without control over our own global messaging or sufficient investment in sustained international promotion, we're left whispering in a crowded room. The Case for a New Campaign What Sabah needs is not another slogan. We need a movement — one that speaks in music, breathes through imagery, and lives in people's hearts. Imagine a campaign that: Launches with a Sabah anthem, composed by a Sabahan, backed by a cinematic short film.
Rolls out across global platforms — Netflix trailers, YouTube, Spotify, CNN, Discovery.
Features not just nature, but our people, rhythms, and rituals — from the Bajau Laut to the Murut highlands, from orangutans to ocean sunsets. Imagine someone in Paris hearing a melody and saying, 'That's from Sabah.' That is the power of identity done right. Beyond Borneo - Tell the Bigger Story There's also an opportunity to collaborate across borders. The average tourist doesn't differentiate between Sabah, Sarawak, and Kalimantan — they just know 'Borneo.' Why not lean into that and develop a unified Borneo eco-tourism brand — a partnership that highlights our rainforests, our indigenous cultures, our wildlife, and our commitment to conservation? Sabah could lead this narrative, positioning itself as the beating heart of wild Borneo. Let Sabahans Tell Sabah's Story Let's also make this campaign ours. Launch a 'This is Sabah' initiative — inviting youth, musicians, filmmakers, and photographers to submit their Sabah. Let authenticity drive reach. Let the campaign be participatory, emotional, and grassroots. And let our diaspora — Sabahan artists, scholars, and leaders abroad — become our global ambassadors. Because the most powerful branding is not what you say about yourself — it's what others say about you when you're not in the room. Hear Sabah. See Sabah. Live Sabah. We already have the mountain. We already have the sea. We already have the story. What we lack is a chorus. If we want the world to visit us, we must first make them feel us. And the fastest path to the heart is through sound. It's time to give Sabah a soundtrack — and let the world finally hear us. The views expressed here are the views of the writer and do not necessarily reflect those of the Daily Express. If you have something to share, write to us at: [email protected]
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