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The festival attracts more than 60,000 visitors ahead of Aidilfitri
by AZALEA AZUAR
RIUH returned for its Aidilfitri edition this year with Riuh Raya Baik-Baik, a one-stop hub for shopping, local food, arts and entertainment at The Exchange TRX, Kuala Lumpur.
It was organised by MyCreative Ventures Sdn Bhd (MyCV) with support from the Communications Ministry.
Themed Kampung Kita, the 12-hour event was held at Raintree Plaza at TRX from Feb 25 to March 1 with more than 110 local brands.
A total of 23 performers appeared throughout the four-day event, including singer-songwriter Aisha Retno, neo-psychedelic band Ramayan and urban-jazz group Langkasuka.
Riuh also curated 16 free workshops and creative activities for festival-goers.
The Employees Provident Fund (EPF) served as a strategic partner, aiming to connect with the creative community while promoting financial literacy and retirement savings.
Communications Minister Datuk Fahmi Fadzil expressed pride at the local products showcased at the event.
“This time, more than 20 brands joined Riuh for the first time. I have asked the Riuh team to identify new brands for us to introduce to the public,” he told reporters while touring Riuh Raya Baik-Baik booths.
Fahmi (centre) and Zainol Haqim (second from right) express pride for the local products showcased at the event
The festival attracted more than 60,000 visitors ahead of Aidilfitri.
MyCV acting CEO Zainol Haqim Zainol Rashid said Riuh aspired to become a key platform in Malaysia’s creative economy.
“Our lineup of live performances and cultural workshops help to cultivate the identity of our festival and transform it from a marketplace to a cultural experience where audiences do not just consume, but actively participate.
Performances brought energy, storytelling and a sense of shared celebration, while workshops invite people to learn, create and connect directly with local talent,” he told The Malaysian Reserve (TMR).
Riuh has helped many small brands grow from online businesses into established retail ventures.
“We have seen brands that started with just an Instagram shop, started taking part with Riuh festivals and now some even started to have their own fanbase and have their own brick and mortar shops,” he said.
Furthermore, Zainol Haqim said the “Riuh” nationwide tour brings the Riuh experience to other states and provides creative entrepreneurs equal exposure.
“We are currently in the midst of planning to have Riuh expanded beyond Malaysian borders.
Ultimately, the goal is for Riuh to evolve into a global showcase of Malaysian creativity — one that not only celebrates local talent but also places Malaysia firmly on the international creative map,” he said.
Aidilfitri edition Riuh Raya Baik-Baik this year is Kampung Kita theme
Kebaya Steals the Spotlight
The timeless charm of the classic baju kebaya has made it the crown jewel of the creative Riuh Raya Baik-Baik festival, emerging as the most sought-after apparel among shoppers and the fastest-selling item for vendors this year.
Among the vendors at the event was homegrown brand Eninabeth, which is known for its batik and denim apparel.
Its founder Irfanina Ikhwan told TMR that baju kebaya were selling out fast.
“Even when they are sold out, people keep asking about it. We have released new products that aren’t baju kebaya, but people still keep asking about it,” she said.
With the Chinese New Year (CNY) and Ramadhan celebrations overlapping this year, Irfanina also took the opportunity to fuse Chinese and Malay design elements in her clothing. One example is a loose-fitting baju kebaya featuring cheongsam-inspired details.
She also said vendors felt closer to their customers at Riuh Raya Baik-Baik because their target market was mostly there, compared to shopping malls or online shopping.
“So we feel that everyone who comes to us seems to like and already know our products, and they even keep making repeat purchases,” she added.
Meleur Studio’s modern baju kebaya also frequently sells out.
Its co-founder Amirah Farhana Shamsul said the brand’s loose kebaya is highly popular as there is strong demand for relaxed cuts.
She observed that Gen Z shoppers are influencing this year’s trends, preferring Aidilfitri attire that looks delicate and lightweight while maintaining a comfortable and elegant fit.
Shopper Syarafina Azwin Rahmat, 26, noticed that classic and traditional styles are making a comeback.
“Despite that, I personally prefer modern looks because traditional outfits such as the kebaya do not suit everyone and that modern designs feel more timeless,” she told TMR.
Meanwhile, Nuraliaa Diyana, 27, opined that the biggest trend this year is the traditional kebaya with a modern indie twist.
She prefers heritage-inspired fashion over minimalist modern designs, saying she is drawn to “traditional looks.”
Appreciation for classic kebaya styles is gaining strong interest among younger shoppers, added Nuraliaa Diyana.
Irfanina said pastel tones remain popular, with earthy shades shifting towards softer hues while bold colours are less common, although they still appeal to a smaller group of customers.
“In terms of fabric, I can also see that people tend to choose cotton because it is more comfortable compared to other materials like polyester are not that good for the skin,” she said.
Amirah Farhana also said her customers are increasingly drawn to pastel shades and flowy designs, particularly for modern baju kurung and kebaya styles.
Meleur Studio’s collection features lace detailing with pastel colours such as matcha strawberry tones emerging as a clear favourite among buyers.
Festival-style bazaars such as Riuh Raya Baik-Baik also encourage more purposeful shopping, as attendees often arrive ready to buy rather than simply browse.
Nurul Hanis Badrul, 25, came to the event hoping to find a pair of Aidilfitri shoes and had her eye on local brand Snuglier because it felt more comfortable than others.
Although it was her first visit, she saw Riuh Raya Baik-Baik as more than just a shopping trip.
“It is a lifestyle event which gives us workshops, food and beverage (F&B) and performances,” she said, adding that she discovered many local products not found elsewhere at Riuh Raya Baik-Baik.
Attendees enjoying iftar session in traditional kampung-style setting
Modernised Batik, Linen Kurtas a Hit With Men
Tuan by Tengku Kery, part-time salesperson Mohamad Aliff Haeyqal Ishak said Aidilfitri 2026 fashion blends nostalgic traditional styles with modern trends to appeal to multiple generations.
“Some generations like tailored sizes while some like stylish cuts so we cater to all. But we still maintain traditional selling points while introducing new designs according to current trends,” he told TMR.
For customers, colour choice is also important. Mohamad Aliff noted that while preferences differ by age, moderate and pastel shades are generally preferred among his customers who come from diverse backgrounds and age groups.
He said batik remains a cornerstone of Aidilfitri attire, but local designers are updating it for everyday wear.
“Our batik designs have been modernised and can be worn every day, not just for formal occasions,” he added.
Linen kurtas have also become increasingly popular this year because of their comfort and versatility.
Mohamad Aliff’s store offers both linen and cotton kurtas, although they are placing greater emphasis on linen as it feels cooler and more comfortable. This reflects the appeal of the fabric during festivities
Despite the rise of e-commerce, he said traditional sales channels remain important during Aidilfitri shopping.
This allows face-to-face interactions where customers can feel the fabrics and ask questions directly.
While not all designs are immediately accepted, customers are more likely to buy once they understand the materials, details and purpose behind the pieces.
“Nowadays, customers prefer simplicity. For instance, after the first day of Aidilfitri, I just wear the top with jeans.
“Some wear kurtas with jeans, some once they understand the materials, details and purpose behind the pieces.
“Nowadays, customers prefer simplicity. For instance, after the first day of Aidilfitri, I just wear the top with jeans.
“Some wear kurtas with jeans, some “People come here for the daging salai if they want a rice dish for iftar while laksa Sarawak is a rare dish in Ramadhan bazaars compared to more common items like nasi lemak,” he told TMR.
Despite modern and fusion dishes becoming popular trends, Mohammad Ikmal believed that the younger generation still enjoy traditional meals.
“While trendy snacks such as churros and ice cream goreng have gained popularity in recent years, I expect interest to gradually shift back towards more traditional foods such as classic dishes and kuih-muih,” he added.
Nerrys is one of the booths selling kerepek and traditional kuih for Aidilfitri
Recipe to Success is Simplicity
Sausage Sizzle’s menu includes hot dogs, bangers and mash, loaded fries and other sausage-based creations.
Its owner and co-founder Nazri Adam Abdul Kassim said the brand uses sausages with natural casings imported from Australia, focusing on quality ingredients and craftsmanship.
“Our basic item, called the New Yorker, is basically a New York hot dog, tomato ketchup, mustard, some pickled onion, bun and sausage.
We also try our best to do specials every couple of months at the outlet, so that we can provide something to attract new customers and keep regular customers excited,” he told TMR.
Nazri Adam said the brand’s bestseller during Riuh Raya Baik-Baik was the Sloppy Sizzle, a deconstructed coney dog.
He said it pays homage to A&W’s coney dog, which Malaysians are deeply connected to from the first outlet in Petaling Jaya, the first fast food restaurant in the country back in 1963. “We try to bring that nostalgic feel back for Malaysians,” Nazri Adam said, adding that they prefer to perfect simple and familiar dishes rather than creating extravagant or overly complicated items. Participating in such events is also valuable for F&B brands as they provide exposure through well-established platforms with loyal audiences. This makes it beneficial for both new and experienced businesses.
Riuh Raya Baik-Baik also helps vendors test new menu items while ensuring product quality and operational efficiency.
Ekha is a social enterprise that upcycles waste materials into sustainable fashion accessories
Creative Festivals as Social Integration Platforms
Ekha is a Langkawi-based social enterprise that upcycles waste materials into sustainable fashion accessories.
It conducted a workshop at Riuh Raya Baik-Baik to teach participants to menganyam, a traditional ketupat weaving technique, repurposed into bags using recycled materials.
Ekha director and co-founder Benjamin Ang said hands-on learning is key, particularly for participants with no prior knowledge of upcycling.
“It is much better that they do hands-on experience if they have zero knowledge on upcycling,” he told TMR.
Ang believes creative platforms like Riuh Raya Baik-Baik help boost visibility for brands
Interest in the workshops spanned demographics. While younger participants were drawn by curiosity, corporate attendees were motivated by environmental, social and governance (ESG) considerations.
“Seeking new activities is also a good way to keep our minds active,” Ang added.
Despite challenges such as costs and public awareness, he believes creative platforms like Riuh Raya Baik-Baik help boost visibility for brands.
As crowds browsed kebaya racks, sampled nostalgic dishes and joined hands-on workshops, Riuh Raya Baik-Baik demonstrated how creative festivals can evolve beyond seasonal bazaars into cultural meeting points.
By bringing together local brands, artists and communities under one roof, the event not only celebrated the spirit of Aidilfitri but also reinforced the growing influence of Malaysia’s creative economy that blends heritage, entrepreneurship and shared experiences.
- This article first appeared in The Malaysian Reserve weekly print edition
The post Riuh Raya Baik-Baik turns TRX into a creative festive playground appeared first on The Malaysian Reserve.
