Sabah, Malaysia, is renowned for its rich cultural heritage shaped by over a hundred ethnic groups, whose languages, beliefs, craftsmanship, and wisdom contribute to the state’s vibrant diversity and economic potential. Angelina Zhang Miao, a China-born content creator and Council member of the Women Entrepreneurs Committee of the Malaysia-China Chamber of Commerce (MCCC) Sabah, has been living in Sabah for many years and passionately advocates for Sabah’s cultural heritage as a vital economic asset.
Zhang expressed deep appreciation for how Sabah preserves Chinese traditional culture through temple fairs, festivals, calligraphy, lion dances, food, and language, noting that even as a foreigner, she feels a profound connection. She also embraces Sabah’s indigenous cultures, describing them as “living culture” integral to daily life and a valuable intangible asset that serves as a natural source of soft power.
She envisions using her dual identity and creative skills to introduce Sabah’s breathtaking scenery and rich culture to a global audience. Zhang believes that integrating culture, content, and tourism with modern digital platforms and social media is key to sharing Sabah’s stories in engaging ways. She highlighted how local cultural groups and craft brands are already leveraging e-commerce to transform traditional crafts into marketable products, fostering youth employment and cultural entrepreneurship.
Zhang’s efforts align with Sabah’s government commitment, as reiterated by Chief Minister Datuk Seri Hajiji Noor, to protect and promote the state’s unique cultural heritage. Hajiji emphasized supporting ethnic organizations in preserving customs and arts, which are essential to building a more inclusive and confident Sabah.
Ultimately, Zhang advocates for culture to be more than a spectacle; it should be participatory, business-oriented, and co-created by communities. This approach, she argues, will help Sabah stand out in the international cultural tourism market while maintaining cultural integrity and boosting sustainable economic growth.