DSSC holds exhibition to tell stories of New Villages

The Poster of UTAR New Villages Community Project

The UTAR New Villages Exhibition, themed ‘The Story of New Villages’ was launched on 11 April 2023 at UTAR Sungai Long Campus. The exhibition was organised by the Department of Soft Skills Competency (DSSC) of Sungai Long Campus.

The opening ceremony was held at 9.00 am at UTAR Multipurpose Hall. Present to deliver the opening speech was UTAR President Ir Prof Dato’ Dr Ewe Hong Tat. Also present was P Lab CEO and Founder Chok Yen Hau, who delivered a keynote speech titled “The Story and Future of New Villages”.

Prof Dato’ Ewe (top left) and Chok (bottom left) delivering opening and keynote speeches respectively at the opening ceremony

Prof Dato’ Ewe said, “The UTAR New Village Community Project, which was implemented by the Department of Soft Skills Competency (DSSC), was initiated in 2009 to serve as a civic engagement programme involving various soft skills, life skills and academic learning activities for students to learn and be nurtured so that they can be socially responsible citizens.  In line with UTAR’s corporate social responsibility, this project aims to contribute back to society in support of those in need.”

He added, “I am proud to see our University’s contributions to the new village community. The milestones that we have achieved in supporting the New Villages are a testament to our commitment to creating a better future for all Malaysians. We recognise that the New Villages are an integral part of the cultural and historical fabric of this country, and we are dedicated to preserving and promoting this important legacy.”

Front row, from left: Chok, Prof Dato’ Ewe and Malaysia Chinese Cultural Association Vice President Liew Kam Ba with staff and students

Following the opening ceremony, Chok shared his view and experience on how to revive New Villages in Malaysia in a talk titled “Placemaking in Malaysia: From Local DNA to Local Branding”. According to Chok, to revitalise New Villages in Malaysia, a placemaking plan has to be put in place. One of the ways includes using local products through story marketing and cross-industry cooperation to build an eco-chain. This would enable the product to become a local brand that would sustain the business so that the place can survive. He mentioned that the Terrapuri Heritage Village in Terengganu is the best example of placemaking.

Chok sharing his view and experience

For the evening session, the organiser invited Tseng Chih-Ying, the director of Cheng Xiang Culture and Tourism in China, Huang Ying Jen from Global Focus Co. Ltd in Japan, and Ho Pei-Chun from Zhushan Township in Nantou County, Taiwan China to have a dialogue with Chok on the topic “Placemaking” via Zoom. Tseng began by explaining how the old tea farmers in the Caodun Village of Wuyishan are keeping up with the current age by using short videos to share how teas are produced. Huang, on the other hand, shared how she helped to revitalise the town of Misato in Akita Prefecture by brewing sake. Last but not least, Ho shared his work on “Placemaking” in Zhushan, Nantou and the problems he encountered.

On the following day— 12 April 2023, Adrian Wong from Kicap Bentong Sdn Bhd and Edwin Chin from Canton Recipe Limited were invited to share their stories. Wong shared how he took over the soy sauce factory from his father and adopted a modern management approach to run the family business. Chin introduced the concept of “Kampong Impact” and shared the knowledge he brought back from Kuala Lumpur to Bukit Tinggi New Village, which included private garden cooking, garden glamping, idyllic weddings, Chinese New Year night market and nature education.

 

Experience sharing by Adrian Wong and Edwin Chin

The two-day exhibition took place from 11 until 12 April 2023 from 9 am to 5 pm at UTAR Multipurpose Hall, Sungai Long Campus. Besides exhibiting the history and culture of the New Villages, the event also featured a bazaar, selling products from the New Villages. Among the products sold at the bazaar included homemade items, food and beverages, accessories, etc.

The crowd at UTAR Multipurpose Hall during the exhibition and bazaar