Elroy Ramantan on Culture Without Compromise

From 12–14 September 2025, the The AlterSpace in Miri, Sarawak became the backdrop for the Indigenous Exchange Festival (IXF) 2025, a brand-new gathering curated by The Tuyang Initiative and The Culture Capital. Designed as a space where Indigenous leadership takes centre stage, the festival combined performances, exhibitions, workshops, film, poetry, tattoo art, cultural markets, and panel talks — all rooted in authenticity, connection, and intergenerational learning.

For Brunei, representation came through Elroy Ramantan, part of Borneo Altered Natives, a collective reshaping Bornean identity through art and activism. He joined Panel 6: “How Far is Too Far?”, a session that asked: how much can we change before heritage and culture lose meaning? And can commercial work exist without selling culture short?

Elroy Ramantan alongside fellow panelists, Nadira Ilana, Prostasindra and Juvita T. Wan (Moderator)

Drawing the Line

For Elroy Ramantan, the difference comes down to intention and accountability.

“If a project uplifts Indigenous voices, involves consultation, and benefits the community, then it’s celebration. If it strips away meaning, erases people, or just uses culture as a decorative add-on, then it crosses into commodification.”

He shared that at times, brands have wanted something “exotic” or oversimplified. In those moments, he’s chosen either to walk away or to push back — reframing briefs and educating clients so that culture is represented with dignity.

“Respectful work always comes with dialogue and credit,” he explained. “It’s about including Indigenous people as decision-makers, not just subjects.”

Anchored in Community

Elroy Ramantan’s practice is grounded in storytelling, consultation, and collective accountability. As part of Borneo Altered Natives, he’s seen the strength that comes when Indigenous creatives collaborate across borders. “We’re stronger when we work together. Brands must meet us where we are; not treat culture as a branding tool, but as living heritage.”

He also reflected on Brunei’s creative industry, noting the unique challenge of balancing modern demands with cultural representation. “There’s a pressure to be marketable, which can push heritage aside. But at the same time, our stories are underrepresented regionally. That’s both a challenge and a responsibility.”

Looking Ahead

For Indigenous creatives, Elroy Ramantan offered practical advice:

• Know your boundaries — decide what is for sharing and what stays within the community.

• Document your own stories — before others do.

• Negotiate for consultation and fair benefit-sharing — culture should benefit its people.

  
  

And for brands or agencies, the advice was simple: listen first, act second. Build relationships, respect cultural timelines, and treat Indigenous voices as collaborators, not just decoration.

At IXF 2025, Elroy Ramantan wasn’t just there to show up as a participant. It was a reminder that culture and commerce can coexist — but only when guided by respect, intention, and dialogue.