Lagu Malaysia Truly Asia Sentuhan Ahmad Nawab: Sebuah Penjenamaan Bangsa Berakarkan Rumpun Nusantara

Abstract

Since 1972, Tourism Malaysia has been making efforts at branding Malaysia as a unique tourist destination in South East Asia. In this process, songs play a significant role. In 1999, Malaysia Truly Asia was composed by Dato’ Seri Ahmad Nawab and it became the most iconic song for the ministry's branding campaign. The song was initially recorded in English and later translated into seventeen languages for international markets. This song introduces and highlights cultural heritage musical elements of the three main ethnic groups in Malaysia: the Malays, Chinese and Indians with a touch of kompang (single-headed frame drum), Kelantan Wayang Kulit (shadow puppets) music, serunai (quadruple reed wind instrument), tabla (a pair of double-headed drums), accordion and seruling (flute). National songs represent and build kinship amongst Malaysians who associate themselves with a more ‘authority-defined’ ideology because it is based on ethno-national politics as a result of colonial legacy. This article discusses the concept of ‘nation branding' used as a marketing tool for the tourism sector of Malaysia. Any nation branding effort for Malaysia will always be infused with elements of historical heritage within the archipelago that are hybrid and shared. Symbols of historical heritage that are firmly intertwined within the performing arts culture live within the soul of Ahmad Nawab. Naturally, he embodied and imbued this into a popular song until it became accepted by many as the Malaysian identity. Keywords: Nation branding, historical heritage, hybrid history, tourism, popular songs.