Cultivating Traditional Malaysian Handicraft Market Demand through Social Media Technology

The digitalization of our lifestyle has made technology one of the basic necessities. Moreover, the addiction to technology, especially social media, has opened new dimensions in digital marketing. This research looks into the possibility of cultivating traditional Malaysian handicrafts through social media to rejuvenate the traditional cultural values that seem to have drifted away due to modernisation. The support for the aesthetic cultural values through social media as a digital medium is expected to preserve and strengthen the value of the Malaysian traditional handicraft culture. Previously, the traditional handicraft industry was dependent on support from tourists. Nowadays, instead of depending on tourist arrivals, the handicraft entrepreneurs are able to deliver the merchandise to the tourists’ doorstep in the borderless market through the digital wave of social media to secure the survival of Malaysian handicrafts. The introduction of Malaysian handicrafts through social media is expected to cultivate a positive momentum in the traditional cultural heritage by digitalizing the need to purchase and consume the traditional Malaysian handicrafts.