ITC Clinches Strategic Business Alliance Award in World Halal Best Brands E-Branding Awards 2021

The BrandLaureate World Halal Best Brands E-Branding Awards 2021 is an event to remember in the 12-year and running history of the Islamic Tourism Centre (ITC). ITC was selected as the recipient of the Strategic Business Alliance Award, in what was its maiden BrandLaureate scoop.

In receiving the award, Director-General of ITC, Dato’ Dr. Mohmed Razip Haji Hasan said: “I am pleased to accept this award for Islamic Tourism Centre (ITC). It is an acknowledgement of ITC’s dedication, and also the support from the Ministry of Tourism, Arts and Culture Malaysia (MOTAC) and fellow industry players in positioning Malaysia as the choice destination for Islamic tourism and Muslim-friendly tourism and hospitality hub of global standards and recognition.”

Dato’ Dr. Mohmed Razip Hassan (front row, centre) receives the Strategic Business Alliance award

Synonymous with ITC’s goal for 2021, that is ”new thinking, new actions, new results”, it will witness ITC strengthening its efforts through local, regional, and international collaborations, whilst engaging deeply with stakeholders and partners, and exploring technology and digital solutions, to deliver its products and services.

Dato’ Dr. Razip further opined that ITC will continue in its endeavours to work with tourism industry players in areas of training, research, standards and recognition where Islamic tourism is concerned. This will be done by creating and spreading awareness on the vast potential that this segment of tourism has to offer, besides establishing benchmarks for Muslim-friendly tourism and hospitality guidelines and providing advice and consultation in developing Muslimfriendly tourism packages and services.

“Our target audience covers a wide range of those involved in tourism, namely, hoteliers, tourist guides, TOBTABs, airline companies and even training institutes. E-branding is undoubtedly a vital tool for ITC in order to remain in the Islamic tourism market that is proliferating exponentially and will continue to do so in the years to come.”

He further opined that the pandemic that is COVID-19 came with a silver lining for mankind. It has opened up countless opportunities for us all to be more engaged with our partners and clients via digital technology. In fact, ITC has been conducting all of its training and knowledgesharing sessions online via webinars, besides having been invited to be panelists or keynote speakers in similar avenues, on Islamic tourism and Muslim-friendly tourism and hospitality too.

With a clear mindset, focus and direction, namely, the potential Muslim travel market, ITC wants to ensure the tourism sector is fully prepared once international gates are reopened. In order to realise the said goal, it will continue to foster partnerships and collaboration opportunities with strategic partners whilst leveraging on each other’s strengths and resources.

BACKGROUND ON BRANDLAUREATE AWARDS The BrandLaureate Awards is a subsidiary of The World Brands Foundation (TWBF). Founded in 2005, TWBF is the world’s only branding foundation dedicated to developing brands in various industries.

Since 2018, TWBF has created another awards platform to honour the Halal industry and its ecosystem, branding it the World Halal Best Brands Awards. 2021 marks the third edition of the awards, and its maiden run digitally with the theme “Digitalise to Globalise Your Brand. The category of award for which ITC was named recipient, Strategic Business Alliance Award, seeks to recognise brands that are standing strong, sustaining brand success and brand leadership by adopting new strategies to meet the new normal of the business environment, thus honouring entities who have brought business continuity and sustainability despite difficult situations.

THE PHILOSOPHY behind TERENGGANU WOODCARVINGS

Text by AZMI ABDULLAH

Among the oldest professions practiced by the people of Terengganu are woodcarving and carpentry. Terengganu wood artisans are known for their skills not only in making beautiful wood carvings but also in the building of boats and traditional houses without using nails.

In traditional homes, woodcarved ventilation panels are placed above doors and windows, adding aesthetic value. Such technology enables the interior of the homes to remain cool when it is hot outside and thermally comfortable during inclement tropical weather. From the entire house down to its beams, hallways, ornate doors, window shutters and furniture, the exquisite and brilliant wood craftsmanship can even be found on beds, jewelry boxes, mirror frames, and sofas. The wood carvers today draw inspirations from Islamic designs, plants and nature, and interpret their work by carving intricate flowery motifs, Quranic verses and Islamic geometrical designs, shunning depictions of animals or humans. However, some of these motifs have existed for hundreds of years, even before the pre-Islamic era and served as visual interpretations of legends and myths. Originally, each motif was derived from a legend or folklore, but with the advent of Islam, the interpretation of the motifs has been changed to suit the faith.

An excellent destination for cultural enthusiasts to witness Terengganu woodcarving is Desa Ukiran Kayu (Woodcarving Village) in Kampung Raja, Besut (http://mdb.terengganu.gov.my/en/visitors/places-interest/desaukiran-kayu), which holds workshops and classes for budding woodcarvers, thus become a centre for vocational excellence. Not only are travellers able to see woodcarvers at work, they can appreciate the wooden structures found throughout the Village too, all built in traditional Terengganu Malay architecture.

Today, there is an increasing awareness among the people, especially the elites, to preserve this heritage and adorn their homes, including corporate offices, government departments, universities, hotels and resorts, with traditional Malay woodcrafts as part of cultural revival.

The History of Woodcarving

There are not many early historical records relating to woodcarving. But the archeological remains from the Neolithic age show evidence of carvings on potteries, bracelets, pitchers and crockeries. In the states of Kelantan, Terengganu, Pahang and Kedah, there are generations of carvers’ who are still influenced by Langkasuka motifs and designs that grace the mosques, gazebos, and palaces, especially in the Pattani region of Southern Thailand.

The Malay traditional woodcarving is one of the oldest works of art. But because wood is a material with short lifespan, it is rare to find wood-based artefacts that last for thousands of years. There are however a few archaelogical remains of woodcarving that can be traced, for instance an old keris, antique crockery, ancient palaces, and mosques that withstood the test of time.

The Philosophy

The philosophy behind traditional woodcarving revolves around the motifs that possess priceless aesthetic value conveyed in intricate artforms. The design motifs created are not only meant to be appreciated as beautiful showpieces, but they resonate with symbolic meanings as well to connote the Malay community’s reverence towards virtues such as being gracious, cultured and upright.

Traditional wood carving motifs are often associated with the carvers, their fine workmanship, the purpose of the carving, creativity and symbolic underpinnings. The merits of woodcarving go beyond the surface. Beneath the layers of purpose, workmanship, skills, creativity and symbols, lies the identity of the Malay carver.

The motifs on a woodcarving signify the attributes of the Malay character through tangible forms, normally based upon visual expressions, sosiocultural background and community’s beliefs. The meanings, when unravelled, uphold the philosophy behind the carvings. An example of the philosophy that refers to the qualities of the Malay character can be found in statements such as ‘A Sprouting Attribute’, ‘An Attribute Full Of Secrecy’, ‘Sharp Enough But Not Thrusting The Enemy’, and ‘The Circumference That Collaborates Friendship’.

1. An Expression of Devotion The philosophical meaning of ‘A Sprouting Attribute’ symbolises the Malay community’s devotion in accepting Islam as the way of life. Visually, the motifs on the carvings are sourced based on the carver’s own perception and expression, depicted by sprouting motifs like seedlings or flowers to mean that all humans are related and come from a single source created by Allah.

Similarly, the philosophy ‘An Attribute Full of Secrecy’ refers to the fact that all motifs on the woodcarving starts from a hidden base point, implying that the might of Allah is always shrouded in secrecy from humans because their minds will never be able to fathom the greatness of the Creator.

2. An Expression of Peace The philosophical meaning of ‘Sharp Enough But Not Thrusting The Enemy’ relates to the Malays’ inclination towards peace. The sharp woodcarving motifs tend to avoid touching or colliding with each other, reflecting the Malays’ desire for peace and diplomacy, yet at the same time always have their weapons sharp and ready.

3. An Expression of Togetherness The philosophical meaning behind ‘The Circumference That Collaborates Friendship’ is the manifestation of togetherness. The woodcarving motifs are designed in a circumference and in stacks to reflect harmony and consensus. It reflects a way of life that is always collaborative and supportive towards each other, resulting in peace and togetherness, strengthening the bond within members of the community.

4. An Expression of Loyalty The patrons to the woodcarvers in a traditional Malay community were usually monarchs and aristrocrats. In most cases, the woodcarvings found at the palaces were commissioned by royalty. The woodcarvers appointed by the royal palace generally hold higher status and demonstrated their loyalty, commitment, dedication and appreciation through their vocation, done to the best of their abilities.

5. An Expression of Tenderness The expression of tenderness of the Malay character is revealed through rhythmic motifs; the contortions and flows depicted in the curves of the leaves and motifs mean graciousness and endearment, considered part of the Malay character.

6. An Expression of Refinement Besides functionality, the best woodcarving products lie in their aesthetics. But achieving the highest aesthetic standards requires creativity, knowledge, skills and acumen. The woodcarver should be able to elegantly portray his emotions through every design and motif.

Conclusion

One can learn about the Malay character from the motifs of the traditional woodcarving, especially in terms of kinship, unity and togetherness, all expressed through the motifs. Carvers whose works contain philosophies representing the attributes of the Malay character through intricate motifs tend to produce woodcarvings that are high in aesthetic value and deep in meaning. Text is based from the book ‘The Expression of Malay Identity Behind Traditional Wood Carving’ (‘Ekspresi Keperibadian Melayu Di Sebalik Ukiran Kayu Tradisional’) by Izani bin Mat Il, Faculty of Art, Computing & Creative Industry, Sultan Idris Education University (UPSI).