KUALA LUMPUR, MALAYSIA: There must be more emphasis on commercialising local arts, culture and heritage internationally, Unity, Culture, Arts and Heritage Minister Datuk Shafie Apdal said.

This, he said, meant that a strategic marketing effort was needed to add value to local products so that they would be accepted in the international market.

He said effective marketing, branding and public relations would be used to promote arts, culture and heritage outside the country.

"It's time we promoted our arts and culture abroad and use them as sources of income instead of only promoting them through performances," he said after the ministry's monthly assembly at the National Arts, Culture and Heritage Academy (Aswara) yesterday.

Shafie said he had met the top management of the world famous department store Harrods and Malaysia-born shoe designer Datuk Jimmy Choo during his visit to London and came up with the idea of a new approach.

He said the ministry would conduct an impact study to evaluate the success rate of past programmes by the ministry.

He added that the study would cover, among others, the target groups, statistics, and the short and long-term assessment.

"With this we will know whether we need new programmes," he said.

Shafie said the ministry would also expand the list of tangible and intangible heritage so that more recognition would be given to local history.

"We will also try to increase the sponsorship of the local arts scene and cultural studies by inviting the public sector to participate in the corporate social responsibility programme."

He also said the Internet could be one of the sources of good information and development strategy.