From crown to culture: Atitih's new role at Sabah museum
The visit was brief — wedged between rehearsals and ceremonial duties — but it sparked a curiosity that would shape her future.
Eight years on, the now 26-year-old returns to the institution not as a visitor or contestant, but as a cultural figure in her own right.
Atitih, the reigning Unduk Ngadau 2025, was officially appointed as the Sabah Museum Ambassador during its Diamond Jubilee celebration on Saturday.
Unduk Ngadau is a cultural pageant held during Sabah's Harvest Festival to celebrate indigenous beauty and heritage.
The appointment is part of a broader initiative by the Sabah Museum Department to engage youth, cultural icons, artists and influencers in efforts to safeguard and promote Sabah's heritage through fresh, inclusive, and modern approaches.
"I barely knew anything about the museum back then — just the name," Atitih told the New Straits Times.
"I was so excited to visit that I didn't even finish my meal. I didn't want to miss the chance to walk around and see what was inside."
Despite the short duration of that first visit, the experience stayed with her. Today, she sees the museum not merely as a storehouse of artefacts but as a living space where past and present intersect.
"Each time I visit the Sabah Museum, I feel like I'm having a conversation with our heritage," she said.
"It's not just something you read about. It's something you see, touch and experience. I've discovered things there I never heard from my family, my community, or in school. That's what makes museums matter — they help us understand before we can appreciate."
She said that not everyone sees museums as exciting spaces, especially younger people. But she hopes to change that.
"Perception reflects experience. If someone finds a museum uninteresting, perhaps they haven't yet had a visit that moved them," she said. "As Ambassador, I want to help spark that curiosity, even in small ways."
For Atitih, being both an Unduk Ngadau and Museum Ambassador comes with weight — but also opportunity.
"As someone in this unique position, I want to help bridge tradition and the younger generation. The responsibility is big, but I see it as a chance to raise awareness, inspire pride and connect our identity to the world in a meaningful way."
She also believes listening is just as important as promoting.
"I want to hear what people think—their ideas, feedback, even criticism. It's not about promoting for the sake of it, but about making the museum a space that people can connect with, and leave feeling proud and inspired."
The Sabah Museum itself is undergoing a digital transformation. During the jubilee celebration, Sabah's Ministry of Tourism, Culture and Environment announced the adoption of Augmented Reality (AR) and Virtual Reality (VR) technology to make exhibitions more accessible and immersive.
Visitors can now experience traditional ethnic houses at Heritage Village Phases 1 and 2 via an interactive digital platform, accessible anytime and anywhere.
"This proves that heritage is not frozen in the past—it lives in the future," said the minister, Datuk Christina Liew, in a speech delivered by assistant minister Datuk Joniston Bangkuai.
Atitih welcomes the move and hopes to collaborate with content creators, schools, and cultural institutions to bring Sabah's heritage into the digital space.
"Our heritage deserves a presence in the digital world. From short videos to virtual tours, there's so much potential to connect with people where they are."
Since its founding in 1965, the Sabah Museum has expanded from a single building on Gaya Street to managing 23 museums and in-situ heritage sites statewide—including the Tun Mustapha Museum in Kudat, the Agnes Keith House in Sandakan, and Bukit Tengkorak in Semporna.
A new site, the Muzium Tamadun dan Etnik Dusun Ranau, is also in development.
Atitih believes heritage must be seen as a shared responsibility.
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