Sabah, the “Land Below the Wind,” is known for its breathtaking landscapes, ethnic diversity, and rich cultural heritage. As the world becomes increasingly digital, a new wave of Sabahans—especially the younger generation—is using social media to preserve and promote traditional culture. What was once passed down only through oral tradition, ceremonies, and village life is now being reimagined in videos, photos, and digital art. This fusion of old and new has given rise to a unique form of digital storytelling rooted in tradition.
This article explores how Sabah’s traditional culture is finding new life on digital platforms, the key players involved, the forms of content being created, and the broader impact of this movement on identity, education, and community pride.
Understanding Traditional Culture in Sabah
Sabah is home to over 30 ethnic groups, including the Kadazan-Dusun, Murut, Bajau, Rungus, and Lundayeh peoples. Each group contributes to the region’s rich tapestry of:
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Languages and dialects
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Music and dance
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Costumes and textiles
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Myths and legends
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Rituals and ceremonies
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Food and agriculture
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Craftsmanship and architecture
Much of this cultural knowledge is at risk due to modernization, migration, and the fading of traditional lifestyles. However, digital platforms are emerging as unexpected allies in cultural preservation.
How Traditional Culture Is Shared Through Digital Storytelling
Sabahans are creatively adapting their cultural heritage into digital content, turning ancient practices into modern narratives without losing their essence.
1. Short-form Videos
TikTok and Instagram Reels are filled with Sabahans performing traditional dances, wearing ethnic attire, or explaining local rituals. Videos often include subtitles and voiceovers in both local dialects and national languages to reach wider audiences.
Examples:
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Young women performing the Sumazau dance in Kadazan dress
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Step-by-step guides to preparing Hinava, a traditional raw fish dish
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Explainers on the meaning of Gawai festivals
2. Documentary-style Vlogs
YouTube channels run by Sabahan creators now include vlogs that capture:
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Traditional weddings
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Harvest festivals (like Kaamatan)
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Craftsmen making musical instruments or weaving cloth
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Elder interviews sharing oral histories
These videos preserve knowledge that might otherwise be lost with the passing of elders.
3. Photography and Visual Art
Instagram and Facebook are popular platforms for showcasing:
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Portraits in traditional dress
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Photos of longhouses and village life
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Digital illustrations inspired by legends and folklore
These visuals are often paired with cultural facts, helping educate followers in a visually appealing way.
4. Music Revivals
Younger Sabahans are reviving traditional songs by remixing them with modern beats. Others record folk tunes using bamboo instruments, uploading them with explanations about their origins and meanings.
Traditional instruments like the sompoton, kulintangan, and gong are now being played in schools, studios, and online — reaching both local and international listeners.
Why Digital Storytelling Works for Cultural Preservation
1. Accessibility
Smartphones and social media allow anyone, even in remote areas, to document and share cultural practices. What was once limited to village gatherings can now be seen by thousands across the world.
2. Youth Engagement
Instead of viewing traditional culture as “old-fashioned,” young Sabahans now see it as something worth celebrating and sharing. Many take pride in teaching others through trends and challenges online.
3. Cross-Cultural Exchange
Digital storytelling breaks down geographic barriers. A Dusun song can go viral in Penang. A Bajau ritual may be studied in Germany. This global exposure helps foster respect and curiosity about Sabah’s heritage.
4. Documentation for the Future
Platforms like YouTube serve as living archives. Videos and photos may outlast physical records or memories, becoming key resources for future generations.
Success Stories: Digital Culture Ambassadors of Sabah
Rachel, 22 – Tuaran
A university student who creates TikToks wearing different traditional outfits, explaining their history and symbolism. Her videos are used in classrooms and cultural workshops.
John, 27 – Tenom
He documents the process of making traditional Murut blowpipes, from selecting wood to carving and testing. His YouTube channel has attracted collaborations with museums.
Lina, 30 – Kudat
A single mother who teaches Rungus beadwork online. She livestreams the process while telling folktales passed down by her grandmother. Her tutorials have inspired new learners across Sabah.
Aiman, 18 – Sandakan
Combines Sabahan myths with animation. His reels bring characters like Huminodun and the rice spirits to life, blending tradition with creativity.
Impact on Community and Identity
The digital preservation of traditional culture has led to real-life changes:
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Revived Interest in Language Learning: Youth are creating online classes for local dialects.
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Tourism Growth: Viewers are inspired to visit cultural sites, boosting rural economies.
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Increased Cultural Confidence: Young Sabahans feel proud of their heritage, even in urban settings.
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Education Integration: Teachers now use locally made videos to teach students about their own history.
These shifts show that culture is not dying — it’s evolving with the times.
Challenges in the Digital Cultural Movement
Despite the success, there are challenges:
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Internet Access: Remote villages often lack reliable internet.
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Misrepresentation: Cultural practices may be simplified or misinterpreted for likes.
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Commercial Exploitation: Some outsiders use Sabah culture for profit without respect or permission.
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Lack of Funding: Many creators work independently without support or income.
These obstacles highlight the need for policies and support systems that protect and empower cultural content creators.
How Sabah Can Support Digital Cultural Storytelling
To ensure continued success, more support is needed from:
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Government Agencies: Offer grants, workshops, and cultural scholarships
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Schools and Universities: Integrate digital culture projects into education
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NGOs: Provide training and tools to rural storytellers
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Tourism Boards: Partner with creators to promote authentic Sabahan experiences
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Elders and Leaders: Collaborate with youth to guide and bless the storytelling process
When tradition meets technology with respect and purpose, everyone benefits.
Conclusion
Sabah’s traditional culture is not fading — it is transforming. Thanks to the creativity and commitment of digital storytellers, the customs, languages, and wisdom of Sabahan ancestors are not only being preserved but celebrated on a global stage.
This movement shows that culture is not about staying in the past. It’s about carrying the past forward, in new forms, for new generations. As long as there are young Sabahans proud of their roots and connected to their people, the stories of their land will never be forgotten — no matter how digital the future becomes.