Recognising his hometown’s untapped potential, Nash (centre) used his hospitality expertise to uplift the community through heritage-driven tourism.
IT must have been a bittersweet homecoming for Abdul Nasir Jalaludin when he returned to his birthplace in Lenggong, Perak, after years abroad.
Nash, as he is known to many, had built a career across continents as a hotelier, yet nothing quite prepared him for the quiet struggles he saw back home — a town rich in history, but one that time seemed to have overlooked.
The Lenggong Valley is no ordinary place. A designated Unesco World Heritage Site, it stands among the world’s most significant prehistoric archaeological regions, with evidence of human life dating back nearly two million years.
And yet, despite its incredible heritage, the town rarely made it onto travel itineraries. For many locals, life remained a daily challenge — making ends meet in a place brimming with history, but short on opportunity.
That reality stirred something in Nash. With decades of hospitality experience under his belt, he saw potential.
Returning after his father’s passing, he looked to the past to build a new future — beginning with his own ancestral home.
Rumah Tiang 16 — a traditional Malay house built by his late father in the 1970s — was transformed by Nash into a heritage homestay where visitors could immerse themselves in local culture and history.
But Nash’s vision stretched far beyond four walls. He wanted to awaken a sense of pride among his community — to show them that their stories, traditions and crafts held real value.
Locals began hosting travellers and sharing traditional skills — from cooking to crafts — finding both income and dignity in the process.
It proved that heritage can sustain livelihoods and uplift communities when given the chance.
Powerful purpose
Nash’s actions resonate deeply with OCBC Bank, whose mission is rooted in a simple yet powerful belief: to uplift others.
His story is now part of ‘Sama-Sama Bangkit’, a campaign that builds on the theme of OCBC’s Group-wide regional brand campaign, “Purpose is About Lifting Others.”
“We chose Nash as the hero of our campaign because his actions and contributions truly reflect what OCBC stands for,” says OCBC Bank brand and communications head Ann Lim.
“We believe that true purpose is found in uplifting others. Success is not just personal achievement; it becomes meaningful when it inspires and is shared with those around us,” she adds.
Nash is featured in OCBC’s ‘Sama-Sama Bangkit’ campaign, which honours Malaysians who
Nash is featured in OCBC’s ‘Sama-Sama Bangkit’ campaign, which honours Malaysians who inspire and uplift their communities.
Sama-Sama Bangkit draws inspiration from the countless unsung heroes across the nation — individuals who, despite their own challenges, continue to lift those around them with resilience, generosity, and hope.
For OCBC, the campaign also reflects its purpose: to stand by Malaysians through every chapter of growth and change.
This is woven into its very origins, dating back over 90 years, when OCBC was formed through the consolidation of three local banks during the Great Depression of the 1930s, to help people weather one of the toughest times in history.
Since its earliest days, the bank has remained steadfast in its mission to uplift communities in ways that create lasting impact.
Over the decades, this commitment has taken many forms — each rooted in the belief that progress should be shared and inclusive.
Education has long been a cornerstone of that effort, with over 600 bond-free scholarships awarded since the 1950s, opening doors for deserving students to pursue their dreams without financial burden.
The spirit of giving extends beyond funding; in 2023 alone, over 300,000 individuals were positively impacted through efforts of OCBC’s staff volunteerism, reflecting the bank’s strong culture of service.
Nash encouraged locals to host travellers and share traditional skills such as cooking and crafts, helping them earn income and regain a sense of pride.
“It has always been OCBC’s promise to support purposeful ambition — the kind that not only drives personal success but also uplifts those around us,” Lim shares.
“In today’s world, where communities face rapid change and new challenges, it is more important than ever to focus on collective growth,” she adds.
In Lenggong, Nash’s story stands as a living example of that purpose. He turned his heritage into hope, his father’s legacy into opportunity and his community’s traditions into a brighter tomorrow.
To find out more about Sama-Sama Bangkit, visit https://www.ocbc.com.my/group/about-us/group-business
