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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Scholastic Reading Lounge For Children And Families Opens In Sunway Pyramid, Level 1, Blue Zone

Scholastic, the world’s largest children’s book publisher and distributor today has officially launched the brand new Scholastic Reading Lounge in Sunway Pyramid. 

The Scholastic Reading Lounge is the first program in the country to be recognised this year as part of the KL World Book Capital 2020 (KLWBC2020).

Thank you for promoting reading habits for family especially kids! The Scholastic Reading Lounge is created by Scholastic in collaboration with Sunway Malls with the objective to promote literacy and bonding for families. 

The lounge is equipped with Scholastic bestselling books that cater to children across all ages and will host regular reading activities and workshops, encouraging families to read together.

Speaking at the launch, Selina Lee, Asia Vice President of Scholastic shared, “In today’s world where everyone in the family is looking at their phones more than they are talking to each other, reading should not be an activity we expect children to do on their own in isolation. Just as eating together as a family is important to help a family connect and build relationships, reading together becomes more impactful and meaningful for children when it’s done together with the family.”

Selina Lee also shared that according to a reading habit study conducted by Scholastic, 40% of children ages 6-11 still wish their parents would read to them. Meanwhile, 85% of children ages 6 – 14 who are or have been read-aloud to consider the activity as a special time with their parents.

On behalf of the advisory committee of KLWBC2020, Mr. Arief Hakim Sani Rahmat, President of Malaysian Book Publishers Association (MABOPA) said, “We’re pleased to have Scholastic as KLWBC2020 partner. As one of the world’s largest children’s book publisher and distributor with 100 years of experience in helping children learn to read and love to read, we are sure Scholastic will make KLWBC2020 much more exciting and impactful.”

Mr. H.C. Chan, Chief Executive Officer of Sunway Malls & Theme Parks said, “By collaborating with Scholastic, our young visitors, from pre-schoolers up to young adults, can now have access to over 600 quality books. And I must emphasize that this privilege is absolutely complimentary. It is an initiative for our community and visitors alike.”

“We are excited to be a part of Scholastic Reading Lounge as it is a great initiative to provide a platform for children to begin their digital learning journey. We believe that cultivating reading habit should start at an early age hence, prioritising younger generation is the key to success for a brighter future”, said Mr Jack Yeo, Head of Retail, XOX Mobile.

The Scholastic Reading Lounge is open to the public daily from 10am – 10pm and is located at Level 1, Blue Zone, Sunway Pyramid (opposite Tealive). The lounge also welcomes advance bookings for educational visits from schools and learning centres throughout the school year.

Interested to know more about Scholastic Reading Lounge at Sunway Pyramid,

Website : http://www.scholastic.asia/en

Facebook : https://www.facebook.com/ScholasticAsia

Instagram : https://www.instagram.com/scholastic.asia/

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