MagnumCares has launched the “MagnumCares • Rhythm of Heritage” 24 Festive Drums Donation Initiative, bringing Malaysia’s homegrown drumming tradition into schools and creating more opportunities for children to take part in cultural learning.
As the initiative’s first stop, SJKC Chin Woo, SJKC Chong Fah Pitt Chee and SJKC Kung Min each received eight drums.
For SJKC Chin Woo, the donation marks a significant milestone: it enables the school to establish its first-ever 24 Festive Drums troupe. Students will have the opportunity to learn this distinctive Malaysian art form and connect with the cultural heritage it represents.
This year, the initiative will provide eight drums each to nine primary schools and one specialised developmental education centre, for a total of 80 drums.
By supplying essential instruments, MagnumCares aims to help schools overcome the initial barriers to forming drum teams and give more students the chance to learn, perform and connect through Malaysia’s cultural heritage.
Bringing Cultural Opportunities to the Heart of Kuala Lumpur
Although located in the city centre, SJKC Chin Woo, SJKC Chong Fah Pitt Chee and SJKC Kung Min face challenges common to schools in established urban neighbourhoods, where demographic shifts and an ageing population are reshaping local communities.
The three schools continue to play an important role in sustaining Chinese-language education and cultural traditions while giving students opportunities to grow beyond the classroom.
Introducing 24 Festive Drums gives students a meaningful avenue for artistic expression, teamwork and cultural learning. But establishing a drum team takes more than student enthusiasm. The cost of instruments, along with the need for training and ongoing resources, can be a practical barrier for schools.
MagnumCares’ donation addresses that initial challenge by providing the equipment schools need to begin building their own teams.
The benefits extend beyond the instruments. Through regular practice, students develop discipline, perseverance and commitment. Performing in unison helps them build teamwork, mutual respect and a shared sense of responsibility. As they gain experience, they can also grow in confidence and discover their potential.
In Malaysia’s multicultural society, these shared experiences can encourage students to value cooperation and understand what it means to work towards a common goal.
By supporting schools at the grassroots level, MagnumCares hopes to strengthen the foundations for cultural participation and give more children the chance to discover 24 Festive Drums.
Goh Sin Ginn, SVP – Head of Strategic Communications at MagnumCares, said: “24 Festive Drums is a cultural treasure that belongs to Malaysia. Through this initiative, we want to do more than donate drums. We want to help schools establish the foundations for their own drum teams, giving more children the opportunity to experience and appreciate this unique cultural art form.
“We believe that a single drum can inspire a child’s dream, while a drum team can help carry a cultural legacy forward.
“We also hope to encourage more companies, schools and members of the public to join us in this effort. When each of us takes an extra step to support a school or a drum team, we create more opportunities for children to pick up the drumsticks—and help ensure that Malaysia’s rhythm continues to resonate for generations to come.”
Looi Seng Loong, Chairman of the SJKC Chin Woo school board, expressed his appreciation for the donation, which will enable the school to establish its own drum team after nearly four decades.
The support allows students to reconnect with the art form and lays a foundation for future generations to learn, participate and carry the tradition forward.
Supporting Malaysia’s Journey Towards UNESCO Recognition
The initiative comes at an important time for 24 Festive Drums.
On 31 March 2026, Malaysia’s Ministry of Tourism, Arts and Culture, through the National Heritage Department, formally submitted a nomination for 24 Festive Drums to be inscribed as a standalone cultural element on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
Originating in Malaysia, 24 Festive Drums has evolved over the past 38 years into a distinctive cultural expression that reflects the creativity and identity of the communities that have nurtured it.
The nomination marks an important milestone in recognising and safeguarding this homegrown art form.
Tan Chai Puan, co-founder of 24 Festive Drums, National Living Heritage (WAKOH), and President of 24 Festive Drums Association Malaysia, highlighted the significance of the nomination and the need for continued collaboration to promote and preserve the art form.
Formal recognition alone, however, cannot preserve a living tradition. Its future depends on whether younger generations have opportunities to learn, participate and make it their own.
By supporting school drum teams, MagnumCares is turning the broader goal of cultural preservation into practical action—helping ensure that 24 Festive Drums remains a living tradition, not simply a performance on stage.
The donation ceremony also featured a calligraphy performance by master calligrapher Mr Ooi King Bing, who inscribed the 24 Solar Terms on the drums.
The 24 Solar Terms connect the drumming tradition with the rhythms of nature and the changing seasons, forming an important part of the art form’s identity.
The calligraphy transformed the drums into more than musical instruments: it gave them a visual expression of the cultural heritage they represent. Together, the drums and calligraphy symbolised how tradition can continue through different forms of artistic expression—and underscored the importance of sharing cultural knowledge with younger generations.
Through the “MagnumCares • Rhythm of Heritage” 24 Festive Drums Donation Initiative, MagnumCares aims to foster stronger collaboration among businesses, schools and communities in support of cultural development.
By helping schools establish their own drum teams, the initiative seeks to create lasting opportunities for students to discover their talents, develop essential life skills and build a deeper connection with Malaysia’s cultural heritage.
Ultimately, the initiative’s value lies not only in the number of drums donated, but also in the opportunities they create for children to learn, grow and participate.
When more schools have the resources to form drum teams, more young people can take an active role in preserving the art form. And when the next generation picks up the drumsticks, the rhythm of Malaysia’s cultural heritage can continue to sound in schools and communities for years to come.
