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Jacob’s Original Cream Crackers Rallies Malaysians To Get High Pole Lion Dance Recognised As A UNESCO Heritage This Chinese New Year 2020 !



In celebration of original Malaysian traditions, this Lunar New Year, The Original Cream Crackers (Jacob’s), a biscuit brand under Mondelēz International (Malaysia) is shining the spotlight on the High Pole Lion Dance, a Muar-born tradition. 


In a bid to get this original Malaysian tradition recognised by UNESCO (United Nations Educational, Scientific and Cultural Organization) as an Intangible Cultural Heritage, Jacob’s is rallying Malaysians to sign a petition (http://bit.ly/36zyDDI).


Pioneered by the Kun Seng Keng (KSK) Lion and Dragon Dance Association, the High Pole Lion Dance was founded in Muar, Johor more than 20 years ago. Since then, this unique performance which symbolizes good luck and fortune has spread across the globe. To date, troupes from Malaysia have won over 100 World Lion Dance Championships while setting international benchmarks. 


“In 2017, KSK initiated a bid to get it listed as a UNESCO heritage. Despite the effort and support they received, this variation of the Lion Dance has yet to attain the recognition it deserves. Jacob’s is moved by the story and we have decided to join forces with KSK to revive the attempt to enlist High Pole Lion Dance as a UNESCO heritage. Having this local invention recognised by UNESCO ensures that we can preserve this unique tradition and pass it on to future generations. With that, we are now inviting each and every Malaysian to join us in making our High Pole Lion Dance known to the world,” said Eugenia Goh, Brand Manager, Biscuits (Fuel), at Mondelēz International (Malaysia). 


In addition to providing consumers with the right snack, for the right moment, made the right way, Mondelēz International through its biscuit brands has been showing its support for various initiatives. Last August, Jacob’s embarked on ‘The Originals’ campaign which saw the kick-off for its Original Malaysians initiative that highlighted inspiring Malaysian personalities who are legends in their own fields. Today, its celebration of Original Malaysian Traditions is significant in getting the High Pole Lion Dance internationally recognised.

To date, three original Malaysian traditions namely Mak Yong theatre, Silat and Dondang Sayang have been recognised by UNESCO as an ‘Intangible Cultural Heritage’. The recognition received are deemed meaningful as it safeguards Malaysia’s heritage while promoting its national identity.


Tang Puay Sen, KSK Troupe Leader & Coach said “The Muar-born High Pole Lion Dance was founded in 1988. We started off as a small lion dance troupe and in 1992, we awed audiences around the globe when we incorporated high poles into the dance, poles that increased in height over time. It is also humbling to know that the standards for international competitions these days were pioneered by our Malaysian troupes. To make our UNESCO dream a reality, we need Malaysians to join hands in hopes of obtaining as many signatures as possible for this petition. Having the support of the mass will certainly strengthen and support our application to UNESCO. It is time this awe-inspiring Malaysian tradition gets the international recognition it deserves.”


With the precise incorporation of music, choreography, and ancient wisdom among others, this exceptionally elegant and highly skilled craft often comprises of a multi-cultural dance troupe, a true reflection of what makes us proud to be Malaysians. 

Among the first few Malaysians who have signed this petition are employees of Mondelēz International (Malaysia) and its partners. 


In conjunction with this initiative, Jacob’s has produced two limited edition festive tins featuring the ‘High Pole Lion Dance’ and, the '24-Festive Drums’. Each tin retails at RM14.40.

Mouse mommy also support and signed this petition! Lets’ make our UNESCO dream happen and become reality – High Pole Lion Dance! ( http://bit.ly/36zyDDI )  



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Thank You TOP Gives 674 Orang Asli Students Back-to-School Supplies |Supported by the Orang Asli Development Department (JAKOA)



The 2020 school year started on a high note for 674 Orang Asli students who received full back-to-school essentials via the A Brighter Future with TOP campaign.

The Orang Asli focused campaign by TOP, an innovative detergent brand from Japan, has set a record for the number of beneficiaries and the extensive contribution that includes new uniforms, shoes, socks, bags, stationeries, exercise books, workbooks, activity books, art and craft supplies, and musical instruments.


TOP collaborated with the Orang Asli Development Department (JAKOA), to deliver the back-to-school necessities to seven Orang Asli communities deep in the interior of Perak, Pahang and Negeri Sembilan so the children are dressed for success, and the financial pressure on families is reduced.

The campaign is in line with the Malaysian Education Blueprint (MEB) 2013-2025[1], that emphasises improving outcomes for Orang Asli students through public private partnership that extends to parents and communities to help transform the education system.

JAKOA Director General, Prof Juli Edo said the campaign has positively uplifted hundreds of Orang Asli families by easing their finances, providing motivation for children to stay in school.

“TOP has made the largest single back-to-school contribution to Orang Asli communities from the private sector, ever. It adds value to the existing assistance provided by JAKOA to Orang Asli students. This strategic public-private collaboration has sparked positivity among children, parents and teachers,” Prof Juli Edo said.

TOP, has held the campaign for five years to motivate students from underserved communities and B40 households to achieve more by boosting their self-confidence and self-esteem; and to educate them on caring for their clothing so that they are clean, and hygienically laundered. A total of 2,474 students have benefitted to-date.

TOP is famed for its breakthrough Micro-Clean Tech with Anti-Sebum technology developed by Lion Corporation Japan that effectively removes visible and invisible stains for hygienically clean living.


TOP collaborated with leading retailer TESCO to carry out the CSR fund raising campaign from November 15 to December 15, 2019 with 30 cents from the sales of selected TOP products from all TESCO outlets nationwide and Tesco Online channeled towards the Brighter Future with TOP fund.

Southern Lion Sdn Bhd, Marketing Manager (Fabric Care Division) Ms Ling Ai Li shared that public response to the campaign was overwhelming, almost triple the estimated collection, indicating strong support for a brighter future for Orang Asli children.

From this campaign it is clear that TOP and our customers care for the well-being of Orang Asli children, and are eager to support the Orang Asli community. Our thanks for the support and cooperation from JAKOA, the respective state education, Orang Asli village chiefs or Tok Batin, our retail partner TESCO and to our customers. Together we are making a brighter future possible for 674 children,” Ms Ling explained.

The team from TOP delivered back-to-school essentials to Pos Tenau, holding a laundry workshop for children to share tips on how to clean and maintain their school uniforms at its best, and providing each family that attended a pack of TOP Super White Micro Clean Tech detergent for use at home. The children welcomed the TOP team with a selection of songs in the Semai language.


The children of Pos Tenau impressed us with their creativity, talent and independence. Their joy at receiving these back-to-school essentials is infectious, turning the presentation into a celebration. Their ability to handwash their own uniforms, even among the youngest students is something all of us should master – they have taken the TOP tagline of Its’s Not Clean Until It is Micro Clean to heart,” said Ms Ling.

The Tok Batin of Pos Tenau in Perak, Yok Komlok A/L Sentor said the community was grateful for the tangible assistance and motivation to its school-going children.

For parents in our community we look forward to and dread the new school year. Most families have a few children in school, and the costs of their back-to-school needs is very high for us. However, we also want them to receive an education, and feel happy to attend school. When we found out that the Pos Tenau community had been selected for this campaign, children and parents were overjoyed. Thank you for A Brighter Future with TOP!” he said.


Tok Batin Ayof bin Ekal of Kampung Parit Gong, who is also a teacher at SK Putra, Simpang Durian said the contribution was comprehensive, generous and highly welcomed by the Orang Asli community.

One hundred and ten children from the villages in this area received new uniforms, shoes, socks, bags, stationeries, exercise books and even workbooks. There are also art supplies, and a ukulele. Parents in our community did not have to buy any back-to-school items. TOP and Malaysians have lifted a heavy financial burden from us, and shown that they care for our children,” he said.


List of recipient Orang Asli Schools, location and number of students:-
No.
Schools
Number of Orang Asli Students
1.     
SK Pos Musoh, Perak
70
2.     
SK Pos Lemoi, Pahang
84
3.     
SK Pos Bersih, Perak
147
4.     
SK Putra, Negeri Sembilan
110
5.     
SK Pos Tenau, Perak
79
6.     
SK Sg Mas, Pahang
79
7.     
SK Sg Mok, Pahang
105
Total
674

Interested to know more about TOP,
Customer Care Line : 1800-88-0133



[1] Malaysian Education Blueprint (MEB) 2013-2025 https://www.moe.gov.my/dasar/1207-malaysia-education-blueprint-2013-2025/file

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