Unduk Ngadau in the digital age
by Nova Renata Piusai · Borneo Post OnlineFOR many years, the Unduk Ngadau pageant has remained one of the most enduring highlights of Sabah’s month-long Kaamatan celebration. However, as the world moves into the digital age, this iconic cultural event is being tested by modern changes and a more professionalised, commercial edge.
To find out more on how the pageant balances its traditional roots with the demands of modern times, I speak to the Chairperson of the Kadazan Dusun Cultural Association (KDCA) Central Women’s Council and long-term Chairperson of the Unduk Ngadau Kaamatan (UNK) working committee, Datuk Joanna Kitingan, about the evolution of the Unduk Ngadau pageant in today’s connected world:
In your many years of being a patron to the Unduk Ngadau pageant, what is the biggest difference between how the competition is organised today compared to 20 years ago?
It’s amazing how much the Unduk Ngadau pageant has changed over its 66-year history. In the olden days, there was no social media or livestreaming—just newspapers and showing up with your friends and family. Today, it has evolved from a simple cultural gathering into a highly professionalised competition, where most contestants now have a full support system, including managers and coaches who train them on how to walk and talk.
The prize money has also grown significantly, reaching RM15,000 last year. Interestingly, it’s common now for managers to receive about half of those winnings. Beyond the crown, the event is a massive opportunity for makeup artists and costume designers to showcase their talents and get professional recognition. Overall, the Unduk Ngadau pageant has found a way to balance its cultural roots with a modern, commercial edge, letting local creatives shine.
With the introduction of the C.A.N. (Culture, Adventure, and Nature) short film competition, you’ve essentially turned contestants into digital content creators. How has this shifted the criteria for the ‘ideal’ Unduk Ngadau? Are you looking for a filmmaker and influencer as much as a cultural guardian?
The CAN (Culture, Adventure, Nature) short film competition adds a really interesting layer to the pageant by turning the Unduk Ngadau contestants into digital ambassadors. The CAN competition is designed for contestants to promote their district’s unique history and tourism potential, while the Sabah Tourism Board (STB) uses the final films for official promotions.
A big part of the challenge is that they must use their mother tongue in the film, keeping the local languages alive and authentic. Each year has a specific theme, giving the girls a chance to showcase their creativity and act as the true face of their home district. It’s a win-win opportunity; while they are boosting Sabah’s tourism, they are also building their professional profiles and personal brands.
There has been some public debate about ‘global pageantry’ styles—like high-energy introductions—clashing with the traditional ‘grace and silence’ of the Unduk Ngadau. In a world of viral TikTok clips, how do you ensure the pageant doesn’t lose its soul to ‘global glitz’?
In an era of viral TikTok clips and high-energy global pageantry styles, there is definitely pressure to embrace more ‘glitz’ to stay modern. However, at its heart, the Unduk Ngadau is a traditional cultural pageant that needs to stay true to its roots.
While there are plenty of suggestions to ‘modernise’ the event, its essence remains a tribute to the grace and humility of Huminodun.
Ultimately, the Unduk Ngadau pageant is more than just a competition; it is a cultural event. While it embraces modern tools like digital platforms and social media to reach a wider audience, those tools should always be used to highlight—not overshadow—the traditional values that have sustained it for over six decades.
In recent years, the move toward paid online voting and live-stream paywalls has drawn mixed reactions. How do you balance the need to monetise the event to ensure its sustainability with the community’s expectation that this cultural celebration be accessible to everyone, including those in rural areas?
To ensure that the Unduk Ngadau cultural heritage reaches as many people as possible, the competition is now available via streaming for overseas viewers, ensuring that distance is no longer a barrier to celebrating Sabah’s culture. This approach also provides a way for supporters to contribute and engage with the event without necessarily needing to go to the KDCA in person, making the celebration more accessible and sustainable.
At the same time, there is an active fundraising effort through ticket sales. These contributions are essential for funding Unduk Ngadau activities and supporting the various charity initiatives led by the organisation.
The Q&A segment in mother tongues is a cornerstone of the Unduk Ngadau pageant. Has the digital age made it harder or easier to encourage language fluency among the ‘digital native’ generation? Are you considering any digital tools or platforms to help contestants preserve these endangered dialects?
The Q&A session in the mother tongue is a vital part of the Unduk Ngadau, specifically designed to preserve local languages and encourage contestants to reconnect with their roots. By providing the questions ahead of time, the pageant creates a supportive incentive for the ladies to actively learn and practice their native tongue.
In addition to encouraging language fluency, the Q&A session also encourages contestants to dive deep into their heritage and understand the significance of the spirit of Huminodun. While other events may shift toward global trends, this pageant sticks to its traditional values, ensuring that indigenous knowledge and culture are passed down to the next generation.
Now that Unduk Ngadau is a National Level pageant with representatives from Johor, Sarawak, Penang, and the Klang Valley, how has digital connectivity helped these ‘diaspora’ contestants stay rooted in their Sabahan heritage despite being thousands of miles away?
With KDCA branches now established in Peninsular Malaysia, combined with online connectivity, Sabahans living away from home can stay deeply connected to their cultural roots. To maintain the pageant’s commercial and professional edge, there are now Unduk Ngadau judging courses available to ensure that the evaluation of cultural knowledge and grace remains consistent.
In places like Australia, the judging requirements may be less strict, but the primary focus remains on encouraging participation and keeping the heritage alive, even for those far from Sabah. Thankfully, social media and live streaming have made the world much smaller, allowing the pageant to be free for all to watch globally, fostering a sense of unity among the diaspora.
The pageant honours Huminodun’s sacrifice. How is the definition of ‘sacrifice’ or ‘service’ being redefined for a young woman in 2026? How do you hope the winner will use her digital platform over the next year to impact Sabahan society beyond just being a face for tourism?
While the event has gained a commercial and professional edge, its heart is still rooted in the traditional values of humility, obedience, and selflessness. We hope that the future Unduk Ngadau winners will continue to embody these values for years to come.