Give true meaning to brand ‘Kuala Lumpur’
Instead of shouting that ours is a “City of Contrasts & Diversity” how about sending out a more down to earth message that truly strikes a chord with our tourists?
By CY Ming
At a glittering ceremony, Mayor Mhd Amin Nordin launched a new brand identity for the city: “Kuala Lumpur: Exciting • Surprising • Enticing. A City of Contrasts & Diversity.”
He announced that landmarks with these words would be installed at Dataran Merdeka, Bulatan Semantan and Jalan Sungai Besi. However the tagline is more than a mouthful.
It reminded me of the longest abbreviation listed in the Guinness Book of World Records more than 40 years ago, which was S.K.O.M.K.H.P.K.J.C.D.P.W.B. for Syarikat Kerjasama Orang-Orang Melayu Kerajaan Hilir Perak Kerana Jimat Cermat Dan Pinjam-Meminjam Wang Berhad.
The words “contrasts and diversity” may encapsulate what Kuala Lumpur has to offer but the majority of Malaysians and visitors alike would be hard pressed to understand its meaning, let alone picture it.
It would have been better to use a shorter tagline that sent a meaningful message as it is pointless to talk a lot but say nothing.
For example, many visitors would immediately feel comfortable upon reading “Kuala Lumpur – Your home away from home” for example, and would be curious to know more.
Ever since the city was founded in 1857, it has attracted settlers from all over the world, particularly those from South Asia, South East Asia and East Asia.
Every year, millions of visitors from these regions visit the city and easily connect with the locals who share similar languages, traditions and foods.
Although other cultures may be quaint or interesting, people connect easily to their roots and would be interested to know how their communities fare in foreign lands.
For example, celebrating Yap Ah Loy’s birthday on a grand scale would attract tens of thousands of people with Yap as their surnames or Hakka as their dialects from China, Taiwan and the Chinese diaspora spread around the world.
Diversity is meaningless if it is not celebrated. Throughout the year, nations around the world celebrate their national day.
City Hall can collaborate with embassies and celebrate their national days at shopping malls, allowing visitors from these countries and those residing here to celebrate together with Malaysians, featuring traditional dances, music and foods.
At such events, visitors and workers from these countries will truly feel home away from home, and proud to have contributed and showcased the best they have to offer to Malaysians.
We must realise that tourism is a two way street. Visitors enjoy telling their stories as much as they enjoy listening to ours.
Instead of putting up landmarks claiming that our city is exciting, surprising and enticing, having welcome signs in the native language of visitors will bring greater joy to them.
The people of Kuala Lumpur are the greatest asset for tourism in the city, but little is done to promote their culture and heritage. For example, Kampung Baru in Kuala Lumpur should be conserved.
Turning it into a modern enclave rivalling Kuala Lumpur City Centre is bound to fail as huge developments are taking place right next to the Mid Valley City, Bukit Bintang City Centre at the former Pudu prison site, the 118-storey Warisan Merdeka next to Stadium Negara, and the Tun Razak Exchange, just to name a few.
Certain zones in Kampung Baru can be adopted by corporations by having the houses restored and the compounds, drains and road shoulders cleaned up. The houses should not be painted in gory colours to retain their authenticity.
The compounds and road shoulders can be planted with vegetation with colourful leaves and flowers, and some of the residents can sell traditional cakes and handicrafts, opening their houses to visitors in the true spirit of “open house.”
Although I last visited Hawaii more than a quarter century ago, I can still remember vividly the endless row of flowers planted outside the village houses on one of the islands.
Our people need to take greater pride of the neighbourhood and our land should look more like a tropical paradise.
Instead of championing a race, religion or language by putting others down, we should be truly proud of our roots, cultures and traditions, and celebrate our diversities that have enriched the human race.
When we can do that, Kuala Lumpur would be living up to its branding.
CY Ming is an FMT reader.
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