Revitalizing cultural heritage: design renewal and market appeal for Sarawak’s kelupis through graphic modernization

This paper explores the relationship between graphic design and cultural preservation through an examination of "kelupis", a traditional glutinous from Sarawak in Malaysia. Kelupis is an important part of Kedayan identity, but packaging and branding have obscured heritage connections. Visual analysis of existing materials and from producers' as well customers 'inputs allows the study to discern inadequacies between kelupis rich backstories. Principles from the design discourse underlie strategies that are suitable for each specific context, both in terms of giving contemporary aesthetics new meaning and reviving cultural stories related to ingredients, customs or beliefs. Prototype designs converted packing into a medium for storytelling, used tropes characteristic of local communities in the choice of colour and language on posters. It enhances resonance in initial customer surveys. In principle, the study has shown that balanced with tradition graphics help sustain legacy traces and enhance marketability amid homogenization. In fact, it promises to be a practical help in transplanting niche culinary heritage into the modern marketplace. If the proposed templates are received positively, they will become established as models for revival of culture through purposeful, considerate design.