Carlsberg is celebrating the Kaamatan and Gawai harvest festivals with its “Raikan Bersama Sabah & Sarawak” campaign, inviting consumers to celebrate local pride through culturally immersive community events, artist-edition packaging and the “Carls Green Hub” sustainability initiative.
As part of this year’s harvest celebrations, Carlsberg continues to feature its “MesmeRICEsing” artist‑edition packaging, showcasing intricate rice art by two homegrown Bornean talents: Sabahan artist Nelson Lip and Sarawakian artist T. Bagak.
The designs were crafted to represent life, unity and abundance, paying tribute to harvest traditions deeply rooted in Bornean culture – while reinforcing Carlsberg’s focus on celebrating with purpose, community giveback and environment sustainability.
“Sabah and Sarawak are more than a marketplace for us – they comprises communities we respect and consumers we value,” said Carlsberg Malaysia marketing director Olga Pulyaeva.
“Through Carlsberg Raikan Bersama Sabah & Sarawak, we’re focused on celebrating local culture while encouraging responsible celebration – giving consumers simple ways to take part in supporting community and environmental efforts during the harvest season,” she added.
The campaign’s highlight is the CarlsCrib Harvest Pesta event and exclusive giveaways. The vibrant, culture-rich festival taking place from May 22-24, 2026 at Farley Kuching Mall features local music, cultural performances, a food bazaar with local Borneo flavors and modern pop/folk artists.
The event celebrates shared moments that are made #BestWithCarlsberg, creating a vibrant social space for communities to connect, celebrate and unwind together.
The Carls Green Hub at CarlsCrib: Harvest Pesta lets visitors to donate to charity by exchanging three empty cans for a RM1 donation to Carlsberg’s selected NGOs with a target of RM10,000 in donations.
This initiative also runs at the Rainforest World Music Festival and a local community Harvest celebration at Kampung Taee, Sarawak.
Running until May 31, 2026, consumers who purchase Carlsberg products (Carlsberg Danish Pilsner or Carlsberg Smooth Draught) at selected outlets can redeem a limited-edition MesmeRICEsing backpack.
Qualifying purchases also enter participants into a lucky draw to win an iPhone 17 Pro, iPad Air, or Apple Watch Series 11.
Carlsberg’s “Raikan Bersama Sabah & Sarawak” campaign elevates Gawai and Kaamatan by blending Bornean cultural pride with sustainability and responsible drinking. The campaign strongly advocates #CELEBRATERESPONSIBLY, offering safety reminders: If you drink, don’t drive.
Carlsberg campaign promotions and events are strictly for non-Muslims aged 21 and above.
