KC Global Media's four-episode series with Sarawak Tourism Board blends adventure and culture, premiering July 31. The push targets 5-15% annual visitor growth through screen tourism.
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KC Global Media Asia has ordered a four-episode adventure competition series in partnership with the Sarawak Tourism Board, the company said Thursday. The show, “AXN Ultimate Challenge: Sarawak,” will premiere on AXN Asia’s YouTube channel July 31 and on AXN Taiwan’s channel August 4 before airing across AXN’s East Asia, Singapore, and China networks.
The series features two content-creator teams – Khenji Saito & Adam Samuel and Estelle Fly & Saffron Sharpe – competing in challenges tied to Sarawak’s landscapes and culture. Each 15-minute episode includes a prize and a penalty. Local notables Chef Achang Libat, Louis Samai, Luke Kenny Doo, and blowpipe masters Cikgu Nyoging and Alfa appear in the show. The Sheraton Kuching Hotel is the official hotel partner.
KC Global Media Co-Founder and CEO George Chien called the project an “immersive adventure” that puts Sarawak’s culture and people at the center of the story. Sarawak Tourism Board CEO Dr. Sharzede Datu Haji Salleh Askor said she hopes the series will inspire audiences across the region to visit the Malaysian state.
The partnership is the latest example of screen tourism – destinations using original entertainment content to drive visitor interest. Sarawak Tourism Board targets 5% to 15% annual visitor growth, with focus on domestic, Singapore, and Greater China markets. The series is a direct vehicle to reach those audiences. The show will also be promoted across AXN’s social media channels.
KC Global Media Asia, backed by former Sony executives Andy Kaplan and George Chien, operates AXN, Animax, ONE, KCM, and AXN Sports across Asia. The company also runs a travel and lifestyle joint venture with JOURNY, a brand of NextTrip Inc., reaching 94 million households across 23 markets in Asia Pacific, the Middle East, and Africa. That distribution footprint could extend the series’ reach beyond the initial YouTube and linear broadcasts.
The challenges themselves are designed to showcase Sarawak’s biodiversity and traditions. In one episode, contestants forage for Sago worms, a regional delicacy and protein source. The competitors also shoot their own content, offering an authentic look at the adventure from their individual perspectives. The participating local heroes add an important layer of authenticity, the companies said, as they are credible voices that will highlight and validate the experiences and stories featured.
The Sheraton Kuching Hotel is the official hotel partner. Sheraton is undergoing a major brand transformation, creating a signature community experience for the next generation of travelers. The hotel chain is part of Marriott International, which operates over 430 hotels worldwide.
AXN Ultimate Challenge: Sarawak airs on AXN East Asia, AXN Singapore, and AXN China starting August 4, Tuesdays at 9:30 p.m. GMT+8, with repeats Thursdays at 8:35 p.m. and Sundays at 8:45 p.m.
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