APU Students Document the Temuan Tribe's Rich Culture

In a unique collaboration showcasing the intersection of tradition and modern innovation, staff and students of the Asia Pacific University of Technology & Innovation (APU)’s School of Marketing and Management (SoMM) partnered with the Department of Orang Asli Development (JAKOA) and Sekolah Kebangsaan Tun Abdul Razak to produce a documentary spotlighting the culture of the Temuan tribe in Hulu Selangor.

The Temuan tribe is a Proto-Malay ethnic group indigenous to western parts of Peninsular Malaysia. This Corporate Social Responsibility (CSR) Initiative reflects APU’s commitment to leveraging technology for cultural preservation while providing students with transformative learning experiences.

The documentary project unfolded over two visits to Kampung Serendah and Kampung Tun Abdul Razak. During the first trip on 4th December 2024, the team conducted a reconnaissance mission to engage with community leaders and secure approvals for filming. The second visit on 14th December 2024 coincided with the vibrant Pesta Seni Belia Orang Asli, offering the perfect backdrop to capture the Temuan tribe’s cultural pride.

Bridging Traditions and Technology

Led by supervisors Ms Harjinder Kaur and Mr David Ng Kok Meng, both academic staff of SoMM, the diverse student team utilised advanced tools, including drones, to document the Temuan tribe’s environment and practices.

The aerial perspectives added depth to the narrative, showcasing the intricacies of Temuan cultural demonstrations, such as weaving and bead-making workshops, and the crafting of traditional bamboo flutes (pensol).

Morgan Mak Lee Ann, a Media and Communication Studies student, remarked, “This project was more than just an academic assignment; it was an eye-opening journey that deepened our respect for Malaysia’s rich cultural tapestry.”

Beyond filming, the project also fostered a two-way exchange of knowledge. At Sekolah Kebangsaan Tun Abdul Razak, the principal, Mr Samsuddin bin Ahmad, explained how the school integrates Temuan traditions into its curriculum, inspiring pride in younger generations. Simultaneously, APU students learned about the tribe’s history and modern challenges, enriching their understanding of Malaysia’s cultural diversity.

A Holistic Educational Experience

For APU students, the project went beyond technical skills development, but also encompassed interdisciplinary learning, combining elements of sociology, anthropology, and digital marketing.

Students from various fields—Morgan Mak Lee Ann (Media and Communication), Haziq Thaqif Bin Mohd Faizul (Interactive Technology), Richerson Yovannlim (Accounting and Technology), Joanna Mable Chan (Digital Marketing), Noreldin Mohamed Taha Mansor (Global Marketing Management), Muhammad Abdullah Ashfaq (Digital Marketing)—applied their expertise in scripting, storyboarding, and video production in documenting the Knowledge Transfer Programme.

The experience also demonstrated APU’s Knowledge Transfer Programme (KTP) in action, bridging academic research with real-world applications. By working closely with the Temuan community, students developed empathy, adaptability, and a deeper appreciation for cultural inclusivity.

Societal Impact and Future Prospects

The documentary holds the potential to raise awareness about the Temuan tribe’s heritage among both Malaysian and global audiences. It aligns with the United Nations Sustainable Development Goals (SDGs) 4, 10, and 11, promoting inclusive education, reducing inequalities, and fostering sustainable communities.

Moreover, the project has significant implications for the student’s future. Media and Communication students, for instance, have enhanced their portfolios with real-world experience, positioning themselves for careers in content creation and digital marketing.

Honouring the Temuan Story

This documentary is a testament to the importance of preserving and sharing the narratives of Malaysia’s indigenous communities. By highlighting the Temuan tribe’s rich traditions and ongoing efforts to thrive in a changing world, the project was not only an eye-opener for the students but also fostered respect and understanding across cultures.

As the team wraps up post-production, they hope the documentary will serve as a bridge between the Temuan people and a broader audience, shining a spotlight on their heritage and inspiring collective efforts to protect and celebrate Malaysia’s diverse cultural tapestry.

Associate Professor Dr Devinder Kaur, Head, School of Marketing and Management, summarised the initiative’s significance: “This documentary exemplifies APU’s dedication to using technology as a tool for cultural preservation and societal impact. By embracing projects like these, we empower our students to become global citizens who not only excel in their fields but also contribute meaningfully to the world around them.”

Mr Gurpardeep Singh, APU’s Chief Operations Officer, stated, “APU’s collaboration with Sekolah Kebangsaan Tun Abdul Razak and local agencies reflects our dedication to the SDGs. By empowering students to engage with communities, we aim to foster partnerships that protect the planet while promoting peace and prosperity for all.”