Description of Invention
This research examines the use of graphic artworks to boost community engagement in Muay Thai, with a focus on the Rentap Fighting Championship held on 18 November 2023 in Kuching, Sarawak. It investigates how integrating traditional Sarawakian cultural elements, such as the Hudoq mask, with engaging graphic artworks with Muay Thai and Southeast Asian elements, can enhance audience engagement in a combat sports event marketing. The study evaluates the measurable effects of culturally enriched visual marketing on the awareness and reach of the Rentap Fighting Championship event, and at the same time explores how blending local cultural motifs with Muay Thai branding can promote cultural heritage and build a local and global sports identity. In collaboration with Infightstyle Malaysia, a fightbrand company for the product manufacturing, the research developed a range of visual assets, including product designs (gloves, shorts, apparel) and marketing materials (banners, flyers, social media content). Using qualitative methods, particularly focused on the visual and graphic impact, this study examines how these elements influence audience perception and engagement. By analyzing audience feedback, engagement metrics, and conducting interviews with key stakeholders, the research delves into how visual designs and graphical elements resonate with viewers, shaping their overall experience and interaction with the event. Findings indicate a notable increase in event awareness, audience engagement, and cultural appreciation. The discussion highlights the potential for innovative visual strategies to advance sports branding, celebrate cultural heritage, and inspire future generations. The study concludes that well-executed, culturally enriched visual marketing enhances community engagement and fosters positive societal impacts by promoting healthy lifestyles and strengthening cultural connections.