MELAKA: When it comes to harnessing “star power”, Melaka has it down pat.
From appointing international celebrity Fan Bingbing as a tourism ambassador to naming national icon Datuk Seri Siti Nurhaliza as the recipient of the Melaka Arts and Culture Icon Award, these moves have led to the state consistently staying in the headlines, generating social media engagement and public interest.
In fact, Melaka recorded 1.5 billion digital impressions on China’s WeChat platform following Fan Bingbing’s star turn in the state.
Melaka Chief Minister Datuk Seri Ab Rauf Yusoh said yesterday that moving forward, the state’s tourism direction will be grounded in promoting unity and uplifting local talents as the representatives of Melaka’s identity.
Speaking on the role of arts, music and cinema in society, he said popular culture has long played a powerful role in bringing people of different backgrounds together, transcending racial, linguistic and cultural boundaries.
Ab Rauf cited his observations of large-scale cultural and entertainment events in the country, including those linked to South Indian cinema figures such as Ajith Kumar, whose appearances at venues like the Sepang International Circuit have drawn diverse audiences from across communities.
Ab Rauf also referred to the event held by South Indian cinema star Vijay at Bukit Jalil National Stadium on Dec 27.
“What stood out to me was not just the size of the crowd but the unity reflected among those present.
“People of all races came together because of a shared appreciation for art.
“We can probably invite these two celebrities to join the state effort to promote tourism as well as unity,” he said in an interview.
While such events demonstrate the unifying power of popular culture, Ab Rauf said that this should never be reduced to a mere promotional tool but instead serve as a bridge for social cohesion.
He emphasised that Melaka’s tourism strategy must remain focused on nurturing homegrown artistes, musicians and creative practitioners who best reflect the state’s heritage, values and multicultural identity.
“Malaysia has an abundance of local talent with the ability to resonate both nationally and internationally.
“These (local talents) are the voices and faces that truly represent who we are,” Ab Rauf said.
Reflecting on his own early days, Ab Rauf said that his musical and cinematic influences were shaped by a diverse mix of local and regional figures, including Malaysian singers Jamal Abdillah and Sheila Majid, alongside Cantopop icons Anita Mui and Alan Tam, as well as Tamil music maestro Ilaiyaraaja.
He said exposure to Malay, Chinese, Indian and Western artistic works helped shape a generation that grew up appreciating different cultures and expressions.
“These shared experiences created a common emotional language that brought us closer as Malaysians,” he added.
Ab Rauf noted that tourism strategies anchored in cultural authenticity and inclusiveness offer long-term benefits, contributing not only to visitor growth but also to economic confidence and sustainable development.
With a strong emphasis on unity and local identity, he said Melaka aims to ensure tourism development benefits its people while strengthening the state’s social fabric.
