Preserving Culture: A Shopee Seller Promotes Traditional Malay Music Via E-commerce

KUALA LUMPUR, Jan 19 (Bernama) -- What began as a small effort to refurbish second-hand traditional instruments has grown into a nationwide and cross-border business for Mohd Zulhafiz Jamaludin, who is using e-commerce to preserve and promote traditional Malay music for future generations.

A trained traditional Malay music teacher, Mohd Zulhafiz, 39, is the founder of Sutra Nurani, a music store featuring traditional musical instruments, including the rebana.

He established the business in Selayang, Selangor, in 2011 before expanding online via Shopee in 2019, bringing these instruments to a wider local and regional market. 

Mohd Zulhafiz said the rebana, a traditional percussion instrument used at weddings, religious gatherings and festive celebrations, holds deep cultural significance within the Malay community, as a symbol of shared heritage and identity.

“Previously, it was really hard for people to source traditional rebanas. I worried that the tradition would fade with time. 

“I’m proud to play a part in ensuring people can still access this part of our culture. In the future, I hope people will always remember that this is our tradition and our culture,” he said. 

In its early years, Sutra Nurani focused on refurbishing and selling second-hand instruments.

Driven by his passion for the rebana, Mohd Zulhafiz began crafting his own versions, innovating with high-quality wood and synthetic materials sourced personally from across the region, resulting in instruments of superior durability and consistency for long-term use.

However, limited foot traffic to his Selayang shop and declining interest among younger generations constrained growth and the situation worsened during the COVID-19 pandemic, when movement restrictions further reduced sales, prompting Mohd Zulhafiz to shift his business online. 

The move to e-commerce marked a turning point, as leveraging Shopee’s platform and advertising tools significantly increased Sutra Nurani’s visibility.

Within two months, the business doubled its sales. To date, the company has sold over 68,000 items to customers in non-urban areas across Malaysia.

As demand grew, access to Shopee’s third-party logistics network enabled Mohd Zulhafiz to deliver products efficiently nationwide, including Sabah and Sarawak.

The business has also expanded through the Shopee International Platform, reaching customers in Singapore, without having to manage cross-border logistics independently.

This enabled Zulhafiz to introduce traditional Malay musical instruments to a wider regional audience, particularly among neighbouring Malay-speaking communities. 

By listing his products on Shopee, Zulhafiz has significantly expanded access to high-quality, locally crafted rebanas for a diverse range of customers.

He said the increased accessibility of locally made rebanas has created new opportunities for younger generations to learn about traditional Malay music and develop an interest in local culture.

-- BERNAMA