Kuala lumpur: The Rasa Asli Desa Risda Carnival 2025, which runs from today until June 30, is expected to draw over 10,000 visitors, with the participation of 28 entrepreneurs from 13 states showcasing over 60 types of local culinary products. Deputy Minister of Rural and Regional Development (KKDW) Datuk Rubiah Wang said the ministry fully supports all proactive efforts in empowering the role of the rural community, especially the smallholder community under the Rubber Industry Smallholders Development Authority (Risda).
According to BERNAMA News Agency, programmes like this not only add value in terms of marketing and sales, but also provide a real space to strengthen brands, business matching, and market network development for rural entrepreneurs. Datuk Rubiah Wang mentioned that most entrepreneurs involved in the carnival have a monthly income of between RM5,000 and RM10,000, and such programmes have the potential to further increase their income. From her conversations with entrepreneurs earlier, some have already earned more than RM1,000 to RM2,000 today, making her confident that the sales target of more than RM200,000 throughout the carnival can be achieved.
Themed 'Rasa Tulen, Sentuhan Istimewa (Authentic Flavours, Special Touch)', the carnival highlights a modern and creative approach in showcasing the traditional flavours of village cuisine from 13 states, such as 'kek lapis', 'rendang maman', and 'gulai temenung'. An entrepreneur from Beaufort, Sabah, Noorazlina Saramali, 32, expressed her gratitude for the opportunity by Risda to participate in the carnival, which allows her to introduce traditional foods from the state to city dwellers. She said that among the special foods brought were 'kelupis' and 'kucong', which are synonymous with the people of Sabah and Sarawak during festive seasons and social gatherings.
Another entrepreneur from Negeri Sembilan, Siti Hajar Husnan, 39, said she brought traditional Johor specialities such as 'burasak' and 'lepat loi' to the carnival, which are usually only available during festive seasons. She explained that these are seasonal foods, but when processed using the retort method (food heated and pressurised-sealed to extend shelf life), they can last up to a year and be eaten anytime. These are also sold online on platforms like Shopee and TikTok, where there is consistent demand.
Among the other attractions of the carnival is the RisSMart 24 brand stall by Risda Agri Food Sdn Bhd (RAFI), which now has 11 branches offering various dishes such as pastries, wagyu skewers, tom yam bowls, and drinks. Various activities are also scheduled throughout the carnival, including traditional cooking demos from each state, the Malam Sinaran Nostalgia showcase, a beauty pageant for kids, and many more.