Rasa Sandakan Food Trail Puts the City Firmly on the Culinary Map

10 December 2025

SANDAKAN: The inaugural Rasa Sandakan Food Trail has concluded with resounding success, drawing impressive participation and elevating the city’s reputation as a rising gastronomic destination.

Buoyed by the enthusiastic response, the Sandakan Tourism Association has already begun preparations for the second edition of the event.

Organised by the Sandakan Tourism Association (STAN) with strong support from the Sabah Ministry of Tourism, Culture and Environment, a wide range of tourism partners, and 60 local food and beverage establishments, the event celebrated the rich diversity of Sandakan’s culinary heritage.

STAN President, Teo Chee Kim, revealed that more than 60 participants completed the minimum 12-stop food trail challenge, earning limited-edition souvenirs.

Beyond participation on the ground, the event achieved extensive social media exposure across Facebook, Instagram, and Xiaohongshu (Little Red Book), highlighting Sandakan’s unique food culture to local and international audiences.

This online momentum, he said, further reinforced Sandakan’s growing reputation as Sabah’s emerging food capital.

“During the event period, the official Rasa Sandakan Facebook, Instagram, and Xiaohongshu pages recorded a combined viewership of over 550,000, far exceeding our expectations,” Teo noted.

He added that the association partnered for the first time with popular Sabah influencer Miao in Sabah. The collaboration yielded outstanding results, with the Facebook feature video alone reaching 170,000 views and garnering over 2,500 likes, while the Xiaohongshu post attracted more than 3,500 views.

“Through these collective efforts, we aim to continue expanding the event’s visibility and media impact, promoting Sandakan’s culinary offerings and positioning food experiences as a major driving force for the city’s future tourism growth,” Teo said.