TRADITIONAL ATTIRE AND CULTURAL PRESERVATION A CROSS BORDER SERVICE LEARNING CASE STUDY

Abstract

Traditional attire is a crucial medium for expressing cultural identity and preserving collective memory, yet it often receives less scholarly attention compared to performative heritage forms such as dance or music. This article examines the significance of traditional attire within a student-led service-learning program conducted in Kampung Tanjung Surat, Johor, Malaysia, where Indonesian students introduced regional costumes as part of a cultural showcase. The initiative aimed to foster cultural awareness, promote intercultural understanding, and strengthen Indonesia–Malaysia relations through grassroots engagement. Using a qualitative case study approach, data were drawn from program documentation, participant observations, and multimedia evidence. The students presented traditional attire alongside other cultural elements, positioning the garments as visual representations of Indonesian diversity. Findings indicate that the attire generated strong community interest and appreciation. Villagers expressed curiosity about the origins, symbolism, and regional distinctiveness of the costumes, while students experienced a deepened sense of pride and responsibility in representing their heritage. At the institutional level, collaboration between universities and local authorities helped build trust and provided a foundation for sustained cultural partnerships. This study contributes to literature on embodied heritage, service-learning, and cultural diplomacy, emphasizing how attire functions as both a pedagogical tool and a medium of intercultural dialogue.