BEYOND EXHIBITIONS: YAE! PROGRAMME EMPOWERS YOUTH TO BUILD CREATIVE ECOSYSTEMS

KUALA LUMPUR, March 31 (Bernama) -- Driven by an ardour for ceramic art, a participant in the 11th cohort of the Young Art Entrepreneur (YAE!) programme is leveraging his passion to develop an ecosystem that not only generates income but also impacts the local community.

To Muhammad Aimanuddin Kasman, 31, art is more than exhibition pieces, it is a medium for broader economic, educational, and community opportunities.

The Universiti Malaysia Sarawak (UNIMAS) Bachelor of Applied Arts graduate focuses on producing ‘Terenang’, a traditional Pahang water jar once used in medicinal rituals and festivities, now nearly forgotten.

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"When I was in Karak, Pahang, I saw ‘Terenang’ as an identity that could be highlighted again, not just as heritage, but also as a cultural tourism product," he told Bernama at the YAE! Final Pitch Day at the National Art Gallery here today.

By incorporating modern elements to meet market demand, Muhammad Aimanuddin is expanding the craft’s potential through the Sari Chempaka Art Village in Bentong, which offers art workshops, community events, accommodation, and dining facilities.

"Here, we do not just make ceramics, we build an ecosystem. People do not just come to buy a product, they can learn, create, and experience art," he said, describing this approach as a way to strengthen the rural creative economy.

"If we only produce art for art's sake, it is difficult to sell. So, we have to change our mindset, not just creating a piece, but producing a product and finding ways to market it and sustain customer interest to survive in the industry," he added.

Since its introduction in 2017, the YAE! programme has helped participants transform their artistic potential into entrepreneurship, covering branding, marketing strategies, and market needs.

Fellow participant, Farah Nisryn Mohd Safuan, 21, who runs the brand Crafters in Bloom, has turned her passion for crochet, creating keychains, handbags, and decorative dolls, into a source of income through custom orders and pop-up events.

"I saw the potential when my products sold out during a pop-up session. That experience showed me this could be a source of income. The YAE! programme helped me refine my branding, pricing strategies, and market understanding, and opened up collaboration opportunities," she shared.

The YAE! programme is an initiative by the National Art Gallery in collaboration with the Malaysia Design Development Centre (DDEC). Since September 2025, it has involved 20 participants and has provided intensive training in product development, business strategy, and market access.

-- BERNAMA