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New Straits Times
20-07-2025
- Entertainment
- New Straits Times
From crown to culture: Atitih's new role at Sabah museum
KOTA KINABALU: When Atitih Yati Robert first visited the Sabah Museum in 2017, she was a teenage finalist in the Unduk Ngadau Kaamatan (UNK) pageant. 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.
Borneo Post
19-07-2025
- Entertainment
- Borneo Post
Sabah Museum embraces AR/VR tech, cultural ambassadors
Joniston (third from right) and Atitih (third from left) taking a group selfie with visitors at Sabah Museum.-Information Department photo KOTA KINABALU (July 19): Sabah Museum has introduced Augmented Reality (AR) and Virtual Reality (VR) technology, aligning with the government's aspiration to digitize services. Tourism, Culture and Environment Minister Datuk Christina Liew stated that through this immersive technology, visitors can not only view but also experience the atmosphere of traditional houses from various Sabah ethnic groups in an interactive three-dimensional format. 'Through this technology, traditional houses are not merely displayed but revived. Visitors can 'enter' these houses anytime, anywhere. This digital transformation conveys the message that heritage is not just to be remembered but also to be experienced in a modern way by today's generation,' she said in a speech text read by Assistant Minister Datuk Joniston Bangkuai during the Sabah Museum Diamond Jubilee Launch on Saturday. The event was held to celebrate the 60th anniversary of Sabah Museum's establishment as an institution preserving the state's history and cultural heritage. According to Liew, the appointment of Unduk Ngadau (Beauty Queen) 2025 Atitih Yati Robert as Sabah Museum Ambassador aims to extend the reach of heritage messaging to youth, artists, cultural figures and social media influencers. 'This ambassador will serve as a cultural spokesperson, conducting awareness programs and promoting historical values to the community through physical and digital channels,' she explained. The introduction of AR/VR technology and the involvement of a young ambassador is seen as a dual-pronged approach to bridge the gap between traditional heritage and modern reality. This transforms the museum beyond an exhibition venue into an interactive center for learning, recreation, and cultural connection. She added that the Sabah Museum Diamond Jubilee exhibition features visual documentation, archival materials, and a chronological display of the department's development since 1965, honoring Sabah's longstanding custodians of collective memory. 'I extend my highest appreciation to the entire Sabah Museum Department staff who, for six decades, have strived to document, preserve, and build the identity of this state. As long as this spirit continues, Sabah Museum will remain a beacon of knowledge, heritage and identity for the people, not only at the state level but also nationally and internationally,' she said. Sabah Museum now has 23 branches and in-situ sites across the state, including the Tun Mustapha Museum Kudat, Agnes Keith House Sandakan, Keningau Heritage Museum, and the Bukit Tengkorak Archaeological Site in Semporna. Plans are also underway to open another new museum in Ranau. Traditional houses showcased at Sabah Museum include those from the Bongi, Rungus, Murut, Bisaya, Lotud, Brunei Malay, Hakka Chinese planter, Suluk, Iranun, Makiang, Kalabuan, Gana, Lundayeh, Tombonuo, Begahak, Tatana, Sonsogon, and Kedayan ethnic groups. The 60th-anniversary celebration was also enlivened by a People's Sports Carnival featuring traditional games like congkak, tug-of-war and blowpipe, proving that heritage can continue to be presented and experienced in diverse forms.
Borneo Post
02-06-2025
- Entertainment
- Borneo Post
No more ‘loud' introductions for Unduk Ngadau pageant
Joanna Kitingan – photo by Mariah Doksil KOTA KINABALU (June 3): Future Sabah State-level Unduk Ngadau pageants will not adopt the loud, showy self-introduction style often seen in international beauty contests, as demonstrated during the Gala Night held on May 28. Datuk Joanna Kitingan, co-chair of the 2025 Sabah State-level Unduk Ngadau Organising Committee, emphasized that after 65 years, the pageant should remain rooted in tradition and elegance, rather than imitate the flashy trends of international pageants. 'After 65 years, we should be elevating our Unduks to the next level of grace and finesse — not following the trends of other pageants,' she said. 'We have already set the trend 65 years ago as graceful, gentle yet strong, empowered women. You don't have to shout. Look at the strength and power of the bobolians — they have spiritual power.' Unlike many international contests, which feature upbeat and performative self-introductions, the Unduk Ngadau pageant traditionally highlights modesty, heritage and cultural identity. However, during the recent Gala Night, finalists introduced themselves in a loud and flamboyant manner, sparking debate about the preservation of the pageant's values. Joanna said she was not informed about the change during rehearsals and was shocked by the unexpected display. 'Looking back, I feel we are losing the unique elegance of our Unduk Ngadau, especially when they wear their ethnic contemporary evening wear. I always emphasise modesty — be elegant without being sexy, to be heard without being loud. 'Natagak nodi iti' (This is lost), which means we are going down to the level of any ordinary beauty pageant that does not have a cultural background or belief system,' she said. She acknowledged that some netizens are questioning whether the Unduk Ngadau pageant is losing its identity by mimicking other contests. 'So next year, we shall revert back to grace and elegance instead of loud and flashy.' Meanwhile, newly crowned 2025 Sabah State Unduk Ngadau, Atitih Yatih Robert, shared the personal sacrifices she made to compete in the pageant, including a dramatic weight loss of over 10kg. 'I think this is my biggest challenge, as I had to control my food intake. Prior to this, I weighed 70kg,' she said. A lover of sweets and chocolates, Atitih said she had to give them up during her preparation. 'There were days when I felt faint standing up because of fasting,' she admitted. She now weighs 57kg and stands at 163cm. In addition to the physical challenge, Atitih also struggled with extreme shyness. 'Even now, I am very shy,' she said. 'But I practiced. For eight years, I have been practising, and now I think I can control my shyness.' She first joined the pageant in 2017 at the age of 18, representing Kota Marudu and winning the Miss Popular Facebook title, though she did not reach the top seven.
The Star
02-06-2025
- Entertainment
- The Star
Getting crowned on the second try
KOTA KINABALU: Eight years ago, she walked away empty-handed. This year, she walked away with the crown. Atitih Yatih Robert of Tamparuli was crowned the 65th Unduk Ngadau Kaamatan at the Hongkod Koisaan on May 31, a traditional beauty pageant held in conjunction with the Kaamatan harvest festival. The 26-year-old emerged the winner among 51 finalists from across Sabah and beyond, including participants from the Klang Valley, Putrajaya and Johor. A graduate of Universiti Putra Malaysia (UPM) in Education (Bahasa Malaysia), Atitih is currently awaiting her teacher placement. She first entered the pageant in 2017 at age 18, representing Kota Marudu, where she placed in the top 15 and was named Miss Popular Unduk Ngadau Sabah – a victory that nevertheless sparked disappointment among fans. 'I know many were disappointed back then. They asked me to return and this time, I gave it my all,' Atitih said. After an eight-year hiatus to focus on her academic and career goals, she made a comeback with renewed purpose – this time representing Tamparuli, where she was crowned the district's Unduk Ngadau. Her maternal family traces its lineage back to Kampung Ruminding, Kiulu, in the Tuaran district, where her late grandmother Sungkim Elohoban once lived. Many of her relatives, including the current village chief, are still based there. Atitih's return to the stage wasn't easy. In the five months leading up to the pageant, she lost over 10kg by practising regular workouts and a strict diet. 'That was my biggest challenge,' she admitted. 'I used to weigh about 70kg. I loved sweets – especially chocolate – but I made the decision to commit,' she said, adding that she pushed through even though there were moments when she felt like fainting from hunger. 'It's not just about appearance. I wanted to show discipline and that I was serious.' She also worked on building her confidence and overcoming deep-seated shyness. Atitih has been active in traditional dance, singing, acting and poetry recitation throughout her university life. She also held leadership roles, including in the Sabah Student Association at UPM and Persatuan Siswazah Sabah di Semenanjung (G3S), where she promoted cultural pride among Sabahan youth. She wore a traditional dress from Tenghilan known as the Pinialap, making her the first contestant to ever showcase the design at the Unduk Ngadau stage – a nod to both her heritage and pride in her team. Atitih took home RM15,000 in cash, a tiara, a UNK2025 sash, a trophy, bouquet and other prizes including scholarships, skincare products, dental treatments, free hotel stays and airline tickets. Held annually as the highlight of the Kaamatan Festival, the Unduk Ngadau pageant is a cultural tradition cherished by the Kadazandusun Murut Rungus (KDMR) community – symbolising beauty, sacrifice and the legacy of Huminodun. This year also marked a turning point for the pageant with the introduction of e-Unduk, a digital scoring system developed by Sabahan IT expert Aedeshie Daisy Rayner. The organising committee described the system as an innovation that enhances the traditional scoring framework using scientific algorithms – a move they say will ensure greater fairness and credibility in the judging process. As the curtains closed on the final night, cheers erupted for the top seven finalists who stood tall on stage – each carrying the pride of their districts and the spirit of Kaamatan. Joining Atitih were Elka Alika Pijeh (Tambunan) as first runner-up and Celarin Jenny (Kiulu) as second runner-up. Rini Swanda Jukilin (Beluran), Steavaynie Ginadus (Beaufort), Jenylin Janis (Ranau) and Evanatie Sannie (Bandaraya Kota Kinabalu) were the other finalists.
Daily Express
01-06-2025
- Entertainment
- Daily Express
Eight years later, Atitih takes the crown that once slipped away
Published on: Sunday, June 01, 2025 Published on: Sun, Jun 01, 2025 By: Ricardo Unto Text Size: Atitih's determination to stage a comeback was rewarded with victory as she claimed the UNK crown. PENAMPANG: She once stumbled in the pursuit of the crown, but Atitih Yati Robert stood taller this year, rising with grace to be named Unduk Ngadau Kaamatan 2025. Atitih, representing Tamparuli, emerged victorious over 50 finalists at the grand finale of the State Unduk Ngadau Kaamatan (UNK) 2025 held at the Hongkod Koisaan KDCA Hall here on Saturday. The 26-year-old took home RM17,500 in cash, a tiara, a fully-beaded sash, a trophy, and other sponsored prizes, in a celebration of heritage, beauty, and cultural pride that drew thousands. Tambunan's Elka Alika Pijeh was named first runner-up, receiving RM13,000, a trophy, and sponsored prizes, while Celarin Jenny (Kiulu) took third place with RM10,500 and other prizes. The event marked one of the major highlights of the State-level Kaamatan Festival, which culminates with cultural showcases and pageantry. 'I first joined eight years ago when I was 18, representing Kota Marudu,' said Atitih, who hails from Kota Marudu but chose to represent Tamparuli this year due to her paternal roots. She revealed that her return was deeply personal: 'This victory is significant, not just for me but for all who have supported me – especially those who were disappointed eight years ago.' Back in 2017, Atitih had won the Miss Popular Facebook title, yet did not make it to the Top 7, a result that left many of her supporters disheartened. 'Some even encouraged me to make a comeback. 'They wanted to see me return to the stage, and I carried that spirit with me since then.' Atitih, a graduate of Malay Language Education, recently passed her Education Ministry interview and is awaiting placement to become a teacher. 'This year, I was determined to give my best. 'When I accepted to rejoin the pageant, I devoted myself fully to the process, knowing I had a purpose to fulfil.' Describing her toughest challenge, Atitih said it was managing her weight: 'I used to weigh 70kg and lost almost 10kg in five months – it was a struggle, especially because I love sweets and chocolates. 'I fasted, exercised, and changed my diet. 'There were days I nearly fainted just standing up because I had to reduce my food intake so drastically,' she said. Beyond the physical transformation, Atitih said the past eight years were also spent improving her communication skills and overcoming shyness. 'I was very shy before – still am – but I practised a lot. 'Now I can manage it better because of the confidence I've built over time,' she said. During the final, Atitih wore a traditional costume from Tenghilan called Pinialap, marking the first-time appearance of the attire on the UNK stage. 'My manager suggested I wear it and supported my comeback. He helped me from head to toe.' Atitih also shared a personal glimpse into her family life, revealing she comes from a large household: 'I have 15 siblings.' As the new Unduk Ngadau Kaamatan, Atitih is expected to serve as a cultural ambassador and participate in various engagements under upcoming contracts. 'For now, I am fully committing myself to this role. 'I came back with intention, with heart, and with the hope of honouring those who believed in me," she said. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available. Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia
