Popular animated shows such as “Upin & Ipin”, “Ejen Ali”, “BoBoiBoy” and “Mechamato”, which are recognised in hundreds of countries, showcase Malaysia’s identity, values and way of life to global audiences.
From the very beginning, Burhanuddin Radzi had envisioned “Upin & Ipin” as a series that portrays the harmony within Malaysian society.
“Our guiding principle is to promote national culture, highlight noble values, and impart lessons that audiences can embrace. At the same time, we incorporate Islamic values subtly, without branding the series as an Islamic product.
“We wanted to bring Malaysia into ‘Upin & Ipin’ because our everyday lives are unique,” the founder and managing director of Les’ Copaque Production told Bernama recently.
According to Burhanuddin, the programme’s depiction of village life has captivated foreign audiences. “They get excited about the environments that are highlighted, such as village houses, daily life and everyday activities.”
The “Upin & Ipin” animated series has recorded more than 13 billion views on YouTube, underscoring its global reach.
Burhanuddin noted that the strong international reception shows how local animation can serve as a modern instrument of cultural diplomacy, fostering national pride while enhancing Malaysia’s visibility on the world stage.
Meanwhile, WAU Animation CEO Muhammad Usamah Zaid Yasin said his team is committed to producing stories that are meaningful and relatable to local and international viewers.
“Animation is not just about entertainment: it must deliver a message that leaves an impact while reflecting who we are as Malaysians,” he said.
The director of “Ejen Ali The Movie 2” explained that local cultural elements are naturally embedded into the settings, locations and atmosphere of the story, while core conflicts are based on universal themes that are easily understood by audiences everywhere.
“Ejen Ali”, he said, has successfully penetrated markets such as Indonesia and India, and is even being showcased at the World Expo in Osaka, Japan.
“This proves that animation can serve as a medium for cultural exchange while instilling patriotism, much like how Japan uses anime or Korea promotes K-pop,” he concluded.