The IKAT 2.0 took the form of a dynamic, pop-up textile experiential hub, touring Malaysia’s key cities with each edition spotlighted a distinct textile tradition unique to a different state.

The publicity strategy behind IKAT 2.0’s was to cultivate a deeper and lasting appreciation for Malaysia’s rich textile heritage, particularly among younger generations. In Kuala Lumpur, curiosity was ignited through a curated teaser outreach, media launch, engaging interviews and collaborations with key opinion leaders, setting the campaign in motion. The Penang Edition focused on precise media outreach, targeting both local and national outlets while working closely with influencers to generate authentic, community-driven content. In Johor, the approach was centered on inviting key media outlets, complemented by post-event dissemination, ensuring the cultural narrative extended well beyond the event.