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The Bugis community existed in Malaysia for a long time ago, and their immigration from Indonesia has carried their customs, culture, heritage, including foods. Due to assimilation and adaptation of the immigrant and existing cultures, some traditional foods have been modified to suit contemporary society. The evolution of popular culture has resulted in a change in lifestyle and food consumption. As a result, many young generations in contemporary society have little appreciation for and exposure to their traditional foods. Therefore, this article focuses on identifying the impact of cultural change in the making and preparing burasak, a traditional Bugis food from contemporary and traditional perspectives and examining relevant mechanisms in safeguarding and sustaining burasak amongst the Bugis in Klang Selangor. This study also employed a qualitative approach, conducting in-depth interviews with the seven respondents and observing the preparation of burasak. The study's findings have been organised into two overarching themes: i., cultural changes in burasak preparation (technological tools and ingredients) and ii. safeguarding mechanisms through commercialising burasak as a food commodity, intergenerational knowledge transmission Bugis Heritage Fiesta and gazetting burasak as part of national heritage. [ABSTRACT FROM AUTHOR]

Promotional activities are among the most significant aspects in ensuring continual visits and engagements from visitors to heritage sites and institutions, including museums. An ineffective marketing technique will make it challenging to attract visitors and communities. This leads to the decrease number of visitors, undermining the fundamental mission of museums as an informal educational establishment for the public. However, few studies have been done on a promotional strategy for museum management in Malaysia. This paper seeks to bridge the gap by exploring the current museum's marketing technique, using the Kelantan State Museum as a case study. It aims to look further into the museum's promotional strategy, the involvement of responsible bodies, and the challenges in promoting the museum, specifically during the covid-19 pandemic. The research employed a qualitative design with purposeful approaches and snowballing techniques by interviewing the personnel at the Kelantan State Museum. The collected data were then analysed by applying Braun and Clarke's six-step thematic analysis methodology. The results identified three main themes: marketing strategies and activities, collaboration between stakeholders and challenges going forward. The overarching findings highlighted major stakeholders and their degree of participation in museum promotion. This paper also discussed the challenges posed by the museum management in promoting their establishment to the public. This include issues such as visitor expectations, funding cuts and digital adaptation; and the cessation of many museum hubs for physical visitations due to the Covid-19, leading to new rules being presented to adapt to the recent changes in ensuring visitors' safety. It is believed that the new norm has impacted the museum management's efforts to promote their institution, necessitating the development of new strategies to increase public participation. [ABSTRACT FROM AUTHOR]

Young Muslim generation members are living in a challenging world due to modernisation and exposure to foreign fashion trends, such as social media platforms. Regardless of following the religious values, these young members have the tendency to try new fashion trends, which has led them to look for inspiration who can provide them with the proper fashion guidelines. However, Muslim celebrities nowadays tend to apply modesty in their style and have attracted their followers. Therefore, this study explores the influences of the Hijrah Muslim celebrities towards young Muslim fashion consumers. This study employed a qualitative approach by conducting interviews with fifteen young Muslim women respondents. Findings show that Hijrah Muslim celebrities have impacted young Muslims to stay fashionable yet still follow religious values and have become one of the main ways to guide them on the correct path as a Muslim. [ABSTRACT FROM AUTHOR]