Malaysian filmmaker’s 13-day real-footage project highlights local talent amid AI trend

SARAWAK, 22 SEPTEMBER 2026 —

Sarawakian director Danish Busmah has released a 13-day documentary-style video showcasing Malaysia’s cultural diversity, filmed across nine locations by a rotating crew of local talent—amid a surge in AI-generated content about the country.

Filming spanned 13 days, with crews traveling between locations to capture authentic portrayals of Malaysia’s multicultural fabric. “Every shoot was a new challenge—new crews, weather, even haze—but it all came together,” Busmah told reporters. The result avoids the “uncanny valley” of AI, he said, emphasizing the emotional weight of real human collaboration.

The video’s release coincides with a broader online debate over AI-generated depictions of Malaysia, which critics argue lack authenticity. Busmah urged viewers to recognize the value of locally produced work, stating: “The talent is here. We just need the chance to prove it.”

Promotion runs from September 23–27, with no commercial release planned.

--- Background: Malaysia’s cultural content in the AI era Malaysia’s creative industry has faced growing competition from AI-generated media, particularly in tourism and heritage sectors. While platforms like TikTok and Instagram amplify AI recreations of Malaysian landscapes, local filmmakers argue such content risks overshadowing authentic storytelling.

Busmah’s project aligns with broader calls for government and private-sector support for Malaysian talent. Earlier this year, the Ministry of Tourism and Culture announced grants for indigenous filmmakers, though uptake remains limited.

Market/social impact The video’s organic virality—driven by hashtags like #RitmaMalaysia—underscores public appetite for grassroots content. Unlike AI-driven trends, which often prioritize spectacle over substance, Busmah’s work taps into a niche demand for “human-curated” Malaysian narratives.

Industry analysts note the project’s potential to influence tourism marketing. “Authenticity sells,” said a Kuala Lumpur-based media consultant, who requested anonymity. “But without sustained backing, such initiatives risk being one-off successes.”

Outlook Busmah’s team plans to expand Ritma Malaysia into a series, pending funding. The Sarawak government has expressed interest in collaborating on future productions, though no formal agreements are yet in place.

For now, the video stands as a counterpoint to AI’s dominance—a reminder that Malaysia’s cultural richness thrives best when captured by those who live it.

Related: TVS · Sarawak Government · Danish Busmah · Sarawak