Flavour of Gombak in GFF2.0: Empowering Kampung Kerdas Entrepeneurs

By, Reni Mayuni Binti Zulhadi and Nur Aisha Madiha Binti Muhammad

The scent of freshly cooked nasi daging salai envelops the atmosphere. Students weave around the vibrant booths of Gombak Food Festival 2.0 (GFF2.0) from 3-4 June 2025, laughing with one another and dancing to music in the background. Somewhere near the Eastern tent, some friends cheer excitedly as they successfully command a round of “Food Bingo.” Others halt their friends mid-sentence to take the chance to have their pictures taken with the ‘brew blossom coffee’ in perfect natural sunlight. It was joyous, fun, and incredibly flavorful.

However, underneath all this cheer and crunchy cookies, it is not just about appeasing your cravings – it is about stories of local businesses, stories of cultural heritage, stories of young people coming together in a way that highlights something that is far bigger than themselves. “Food is just the beginning,” explained one of the student managers who was involved in the program. “What we really wanted to highlight was the entrepreneurial spirit of Gombak, specifically the small businesses that are from Kampung Kerdas. They are the backbone of this festival,” she said.

In just two days, the lively event turned the IIUM Gombak campus into a real marketplace. The agenda was jam-packed with halal food talks, speed pitching, interactive games and live nasheed — not just for fun and entertainment, but to empower. At its heart, GFF2.0 stands for community resilience, youth-led initiatives, and the quiet strength of local entrepreneurs.

Gombak is one of those rare places that feels well-rounded. It has the cadence of a city but the heart of a village. With universities, schools, and kindergartens all in one district, it makes sense to see a diverse mix of people in the area. The diversity is rich in culture, food, language, and lifestyle. For many IIUM students, Gombak is where they address their cravings.

Ayam Gepuk has almost become a student staple, and its tastiness has inspired an endless number of stalls that offer their own version of the dish! That said, Gombak is filled with various delicious options, whether it is a traditional Malay dish or a plate full of generous amounts of Arab rice for you to eat, there are really a lot of affordable choices! The true character of Gombak lies in its kampungs. Scattered throughout the district, these traditional villages quietly thrive, tucked between roads and mosques. One of the kampungs is Kampung Kerdas, a kampung representing community spirit and its successful youth entrepreneurship. According to one of the event organizers, most of the student vendors at GFF2.0 are kampung kids from Kampung Kerdas. They are quick to adapt trends, confident in running small businesses, and starting from home with what they have.

The festival wants to shed light on these people. The regular people doing really amazing
things using food, creativity, and resilience! Nestled quietly within the district, Kampung Kerdas might not be on a tourist map but to anyone familiar, it has soul. It is not just a kampung; it is a small ecosystem of working families, student entrepreneurs, home-grown brands, and previous vendors that characterize the spirit of Gombak. A number of vendors from GFF2.0 come from here. One of the student organizers expressed that Kampung Kerdas was good to showcase the numerous young entrepreneurs who have exhibited remarkable initiative in creating businesses. Some simply have had food stalls in front of their homes, others function entirely online via WhatsApp and Instagram, pre-orders, deliveries, they are not waiting for the “right time”; they began already.

What really makes them unique is their respect for tradition, while being nimble. They know what people want – be it a viral snack trend or nostalgic kampung flavours – and they know how to deliver it in a meaningful way. In some ways, Kampung Kerdas illustrates what this festival is about – having pride in your local entrepreneurs!

GFF2.0 is more than just an event, it is a place for the creative exchange of stories, flavours and future. An event where for two days guests could not only savour great food, but could also be witnesses to the evolution of a community. From the early morning booth and set up with businesses to the late night covert digital marketing session, all programming was created to uplift and empower local entrepreneurs.

As the tents came down and the last plate was cleared, the legacy of GFF2.0 continues to reverberate in the community. It leaves behind more than just memories. It leaves behind momentum especially for the youth of Kampung Kerdas and beyond who now know that their ideas, flavours, and dreams matter. To the folks who attended, supported, and cheered on the sidelines: thank you for joining a movement that elevates local stories through something as universally binding as food. And to anyone who missed it — do not worry. This is not the end. It is only the beginning of so many more chapters where Gombak shines, one bite at a time.***