Festival crowds give local food vendors a taste of success

KUCHING: The large turnout at the Borderland Music Festival gave food vendors at the Sarawak Cultural Village more than just a busy weekend, with the crowds translating into encouraging sales and wider exposure for their businesses.

For vendors, the two-day festival offered a chance to serve a large and diverse audience while introducing their food to festivalgoers from Sarawak and beyond.

Thai Midai vendor Nur Asmida, 25, said the business had applied to take part without knowing whether it would be selected.

The gamble paid off, with the stall receiving a steady stream of customers throughout the festival.

Its best-selling item was som tam, a Thai green papaya salad prepared using a recipe from Thailand.

“Some customers who bought our food also helped promote it to other people,” she said.

Chill House Western also recorded good sales as festivalgoers stopped for quick meals and snacks before returning to the performances.

Part-time worker Norman Ross Moneng, 22, said the stall’s hot dogs were its most popular item, while its menu also included chicken, beef and fish burgers as well as rice with chicken chop.

The student said joining the festival allowed the event-based business to introduce its food to a wider crowd, including visitors from outside Sarawak and overseas.

As Chill House Western does not operate from a permanent outlet, such events serve as an important platform for it to reach new customers and expand its presence.

Norman nevertheless suggested placing clearer signs behind the stalls to make vendors easier to locate, while adding that more food choices could improve the experience for festivalgoers.

“The atmosphere is very nice and it gives people an opportunity to try our food while helping us gain more exposure,” he said.