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I WRITE not in condemnation but of concern – as an ordinary Sabahan, a cultural observer and someone who believes that our traditions are not just seasonal costumes but living legacies that deserve dignity beyond the Kaamatan stage.

The recent online activities involving an Unduk Ngadau Kaamatan finalist and a young local businessman have stirred more than just gossip.  

They have opened a necessary conversation on the responsibilities that come with carrying a title so intimately tied to the spirit of Huminodun and the values of the momogun communities.

Many of us were taken aback by images and videos circulating on social media of the two in intimate settings, feeding each other in a romanticised manner, appearing too physically close and engaging in content that would be more fitting for a commercial influencer couple than the cultural icon she is supposed to portray. 

While we acknowledge that these may have been part of a “marketing strategy”, the decision to use suggestive or flirtatious portrayals in such a public and curated way raises deeper questions about respect for the role and meaning of Unduk Ngadau itself.

The Unduk Ngadau is not merely a beauty yardstick. She is a symbol of self-sacrifice, wisdom, humility, and poise – a living representation of Huminodun, who gave herself for the people. 

Her conduct, both during and after the competition, is a continuation of that symbolic role.  The title demands grace and discretion, particularly when navigating the public sphere where eyes – young and old – look to her as a role model.

Some may argue that times have changed, and that our cultural figures must adapt to modern platforms like TikTok and Instagram to remain visible and relevant. I agree that engagement with digital spaces is both necessary and inevitable. 

However, relevance should not come at the cost of integrity. One can be modern and still rooted. One can be visible without being provocative.

The choice of content shared – especially those suggestive of a romantic entanglement – may seem harmless to some, but for a community that holds cultural representation with sacred regard, such portrayals can undermine years of work to instil pride and understanding in our Indigenous identity. 

This is particularly disheartening when the images appear carefully staged for public consumption, not accidental or private moments leaked without consent.

If we blur the line between cultural roles and commercial branding, then what does that say about our collective identity? 

Are we willing to see our most respected symbols turned into marketing tools – their value determined not by meaning but by engagement metrics? The intention of this letter is not to shame either individual involved. 

The young businessman is equally entitled to his career and image. But he must have awareness of what the contestant represents, especially in public collaborations. The burden of representation is not one to be taken lightly.

I urge the State Unduk Ngadau Kaamatan Committee, which is helmed by two knowledgeable figures, as well as KDCA, to consider setting clearer post-crowning guidelines – not as censorship, but as a gentle compass for conduct befitting the cultural weight of the title. 

I also call on future contestants to reflect on the distinction between self-expression and public responsibility.

The richness of our culture lies not just in rituals, songs, and dresses, but in how we carry ourselves – with honour, restraint, and humility. Let us not cheapen that inheritance for the fleeting attention of algorithms.

Voice of Nunuk Ragang

YOUR concern is seems timely, in the light of another Unduk Ngadau contestant who has been candid in her fb postings about seeking a caucasian for a lifepartner and is now in Europe on that mission.

Her wishes are not the issue but her remarks of how she found caucasians to be better at intimacy or things to that effect, which the complainants said are giving an unfair and bad impression to the world about the pageant and native Sabah women, in general.

We decided not to give these complaints any attention as they are a private matter and should be directed at the committee, instead, since it sets the guidelines on how the contestants should carry themselves. Neither are we the custodians of what is moral.

Just like another complaint we received that while many of the contestants are sincere in portraying culture and tradition, in line with Huminodun, there are those whose motivation in taking part is the hope of landing rich husbands or astronomical dowries. Speculations aside, let’s hope that contestants live up to the ideals and expectations of the pageant. – Ed.