CENDANA Geared Up To Elevate Malaysia’s Cultural Economy

Published by Samentha James @ 13/02/2018

Tsa Meera, a visual artist and Izan Satrina Mohd Sallehuddin, Founding CEO of CENDANA presenting a creative artwork by an independent artist to YB Datuk Seri Dr. Salleh Said Keruak, Minister of Communications and Multimedia

The Cultural Economy Development Agency (CENDANA) has officially launched its Kuala Lumpur as a Cultural and Creative City report as part of its five-year strategy to enhance the nation’s cultural economy. The event, held at Bursa Malaysia on February 7, was officiated by Minister of Communications and Multimedia (KKMM) YB Datuk Seri Dr. Salleh Said Keruak.

By synergising collaborations between agencies, public and private organisations, CENDANA is positive that the culture and creative sector will be able to increase the current GDP contribution of Kuala Lumpur to RM19.4 billion. This will also create more than 125,000 jobs by year 2022 and position Kuala Lumpur as an internationally-recognised cultural and creative city.

Speaking at the event, Datuk Seri Dr. Salleh Said explained, “The creative economy is one of the most rapidly growing sectors of the world economy. It is highly transformative in terms of income generation, job creation and export earnings. It also generates non-monetary value that reflects a nation's capacity to express itself artistically and creatively through its home-grown culture and heritage - whether these be films, music, literature, theatre and the arts generally that can be shared with the world.”

“There is a direct link between the cultural sector to the creative industries. The cultural sector is the heartbeat and core to the creative economy. It is the fuel to the creative sector and will nurture the soul of the nation,” added Datuk Seri Dr. Salleh.

YB Datuk Seri Dr. Salleh Said Keruak, Minister of Communications and Multimedia and Izan Satrina Mohd Sallehuddin, Founding CEO of CENDANA reviewing the ‘KL as a Cultural and Creative City’ report

Meanwhile, Founding CEO of CENDANA Izan Satrina Dato’ Mohd Sallehuddin stressed that, “The Malaysian government is taking unprecedented steps to elevate the voices of the arts and culture communities via the establishment of CENDANA.”

“Plans to energise the landscape via stimulating demand for the arts, empowering the communities by improving circumstances for individual artists and arts groups but also, on a larger scale, to refine existing policies and to make investment in the arts more attractive to corporations are currently on the way. Within the past six months, public arts programming, artists mobility, trade engagement, art development funding programme, capacity building efforts were implemented,” added the CEO.

During the event, CENDANA also launched the Art in the City – an outdoor art display that gathers artworks and contributions across Malaysia’s art scene to raise greater awareness of the visual imagery and vibrancy of the city. This is done in collaboration with Dewan Bandaraya Kuala Lumpur, Bursa Malaysia, Maybank Foundation, New Straits Times Press, Balai Seni Negara and 1M4U.

The agency also announced that they are currently calling out all Malaysian visual artists to submit their artworks. The theme of these should have relevance to the country in contributing diverse cultural expression and allowing engagement with audience by exposing differing perspectives, or foster increased understanding of the arts. Submissions are set to close on March 9, 2018.