The Parade of the Usungan

Summary

The Parade of the Usungan is a presentation of the spirit of togetherness in Sarawak’s coastal community through Usungan practice. The usungan parade became my case study to highlight the concept of co-creation. It is generally understood as a joint effort with experts and important parties such as consumers, communities, providers and others to build new values. This included concept, problem-solving, product and services.

Co-creation is also a form of innovative collaboration, whereby the collaborative project is shared and developed together. This method was fulfilled by the villagers of Kabong while working together regardless of family or neighbours.