To foster a deeper connection between modern youth and Malaysia’s rich heritage, Bachelor of Public Relations (Honours) students organised the ‘RASA KITA’ cultural awareness campaign from 22 – 24 April 2026. The ‘RASA KITA’ campaign is anchored in the concept of ‘Many Identities, One Shared Feeling,’ where the word ‘Rasa’ reflects the shared emotions, traditions, and experiences that unite all Malaysians. As fast-paced modern lifestyles often limit exposure to traditional heritage, this student-led initiative serves as a bridge to foster cross-cultural understanding.
For Nur Aliya Maisara Abdul Rasid, being one of the students behind this campaign was a great experience for her. “When the idea of the RASA KITA campaign was first discussed, I was very excited about it because this is a fun way to learn a bit more about the different cultures we have in our country. For me, this is important because as Malaysians, our cultural diversity is our strength as a society, and any effort to strengthen it is important,” she said.
On her experience working with her other course mates for the campaign, Nur Aliya shared, “I am part of the on-ground publicity team for the campaign, and this is where I was able to share with my team members about my community’s culture and language, as I come from a family hailing from Kelantan and Johor. It was really fun to teach my coursemates some Kelantanese terms while also learning some common Mandarin and Tamil terms. It really enhanced our communication as a team in preparing the interesting promotional materials for the campaign.”
Meanwhile, for student Lim Poh Choo, the campaign was especially special for her as her parents are Chinese and Indian. “Cultural-awareness campaigns like this are very meaningful for me because I get to highlight my heritage of a ‘Chindian’. Although I have a Chinese name, I am also deeply connected to my Indian heritage. It was really cool teaching my friends to ask questions in Tamil like ‘saptiya’, meaning have you eaten? The ‘have you eaten’ question is very Malaysian, and it was heartwarming to hear them ask the question in Tamil. I feel proud to be able to share about Tamil culture and language with others,” Poh Choo detailed.
Nur Aliya (right) and Poh Choo (left), with the campaign’s launch gambit, the RASA KITA giant passport.
The Magunatip Dance booth.
The highlight of the RASA KITA Campaign had to be the interactive and interesting culturally-infused exhibition booths. Participants at the event were invited to embark on a Cultural Passport Experience, where they could personalise their own passports and collect stamps by completing immersive activities at various state-themed booths. These interactive stations offer a wide array of hands-on learning opportunities, from playing traditional games like Congkak, Batu Seremban, Gasing, and Sepak Bulu Ayam. There was also the DIY Cultural Craft Lab, where visitors tried their hand at Ketupat ribbon weaving, Chinese paper cutting, Kolam sand art, and Tie-Dye Batik Colouring, while those seeking more rhythmic engagement learned the dynamic Magunatip dance of the Murut people in Sabah. Besides this, the ‘How Malaysian are You?’ Trivia Game booth and the Traditional Wear Styling Challenge booth were also spaces that celebrated the Muhibah spirit. In addition, throughout the 2-day event, there were culturally infused performances that added more colour to the campaign.
Visitors playing the Congkak
Learning to weave a ketupat
Indian traditional dance, which was part of the cultural performances
“PR knowledge and skills aside, the key takeaways for me in being part of this campaign have to be the opportunity to learn more about the many other cultures and also to share with others about the cultures I have grown up in. The experience has definitely helped all of us to appreciate each other’s heritage more, and I believe this is another value of our University’s Beyond Education philosophy,” Nur Aliya claimed.
“The power of unity is the strongest lesson I gained from RASA KITA. Through my interactions with other team members and in promoting the campaign to other students on campus, I learned that others are willing to learn about my heritage and also to share about their culture with me. It is very enriching and having learnt deeper about other races in Malaysia helps me further appreciate the value of Malaysia ‘muhibah’,” Poh Choo concluded.
