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Bringing classroom learning into a real-world cultural setting, Media students from the School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) recently took part in a class visitation to the Kuala Lumpur Craft Complex to experience the Malaysia International Craft Fair (MICF) 2026.

MICF 2026 brought together around 400 craft entrepreneurs; comprising 300 Malaysian artisans and 100 international exhibitors from more than 20 countries. 

Accompanied by Mr Kenneth Koh Wye Hong (Lecturer, SoMM at APU), Ms Ashreen Shahira Mohd Aslam (Lecturer, SoMM at APU), and Ms Fiona Lalitha Sadagopan (Senior Lecturer, SoMM at APU), the visit enabled students to observe how cultural heritage, contemporary media, event planning, and industry engagement come together within a large-scale international event. 

From Cultural Heritage to Event Management

Upon arrival, students explored the various craft showcases during the guided tour, where they gained first-hand exposure to traditional crafts and interacted with local and international craft makers

They then examined how traditional crafts and cultural identities are represented, marketed, and communicated to both local and international audiences.

On top of that, students observed the coordination of various programme components, including craft exhibitions, live artisan demonstrations, an international fashion show, and cultural performances. 

Also, students observed how event organisers managed coordinated activities across the venue; giving them a closer look at the planning and operational considerations involved in bringing together cultural showcases, audience engagement, and business interactions within a large-scale international event. 

Student Perspectives 

A few perspective from students:

1. Mao Xihang: “I was fascinated by the traditional handicrafts i saw during the visit, as it gave me a deeper appreciation of Malaysia’s rich cultural heritage.”
2. Hong Ziming: “The visit made me realise that as cultural traditions reach global audiences, they continue to evolve by embracing new ideas and influences.”
3. Danielle Louise Torre Duque: “The visit gave me a better understanding of how important it is to survey the venue, plan the vendors and logistics, and consider the many practical challenges involved in organising an event, which can be very different from planning it theoretically.”
    

Learning Beyond the Classroom 

Overall, the class visitation to the Kuala Lumpur Craft Complex to experience MICF 2026 gave students the opportunity to observe industry practices beyond the classroom. 

The experience also encouraged students to view cultural events from both creative and operational perspectives; strengthening their appreciation of how careful planning and effective communication contribute to a successful event.