Shops celebrate higher sales after kebaya added to UNESCO list, but challenges remain
Local kebaya firms have seen sales grow by up to 35%, a year after the traditional dress was accepted into the UNESCO intangible cultural heritage list. They are also benefitting from government efforts to promote the traditional attire through online marketing and pop-up stores. But practitioners are worried that fewer youngsters are keen on wearing the intricate outfit. Muhammad Bahajjaj reports.
Local kebaya firms have seen sales grow by up to 35%, a year after the traditional dress was accepted into the UNESCO intangible cultural heritage list. They are also benefitting from government efforts to promote the traditional attire through online marketing and pop-up stores. But practitioners are worried that fewer youngsters are keen on wearing the intricate outfit. Muhammad Bahajjaj reports.
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