SANDAKAN: The debut “Rasa Sandakan Food Trail” has wrapped up to an enthusiastic public response, with participation exceeding expectations.
The event’s strong reception has prompted the Sandakan Tourism Association to immediately begin preparations for its second edition.
Organized by the Sandakan Tourism Association (STAN) with robust support from the Sabah Ministry of Tourism, Culture and Environment, alongside tourism partners and 60 local food and beverage establishments, the food trail highlighted the district’s diverse gastronomic scene.
STAN President Teo Chee Kim announced that over 60 participants successfully completed the challenge of visiting a minimum of 12 designated stops, earning exclusive commemorative souvenirs. More importantly, the strategic promotion across social media platforms—including Facebook, Instagram, and Xiaohongshu—showcased Sandakan’s unique food heritage to a wide audience, solidifying its image as Sabah’s rising culinary capital.
“The official ‘Rasa Sandakan’ social media channels achieved a remarkable total of over 550,000 views during the campaign, far surpassing our initial targets,” said Teo.
He also noted a successful first-time collaboration with popular Sabah influencer ‘Miao in Sabah’. Her featured content on Sandakan’s cuisine generated outstanding engagement, with the Facebook video alone amassing 170,000 views and more than 2,500 likes, while the Xiaohongshu post garnered over 3,500 views.
“This collective effort has significantly boosted the event’s profile and media impact,” Teo added.
“We are committed to continuing this momentum, promoting Sandakan’s culinary treasures and establishing food tourism as a central pillar of our future tourism growth.” – James Leong
Teo (left), presents the “Rasa Sandakan Food Trail” to influencer ‘Miao in Sabah.’
