On 6th September 2025, a chill cultural revolution will take place in the heart of Borneo.

Kuching, Sarawak, will host the inaugural AI Vibe Design Hackathon. This is a first-of-its-kind collaboration between Singapore and Sarawak that doesn’t just celebrate emerging technology, but redefines how we create, feel, and protect what we make in an AI-powered world.

This is not your typical hackathon. It’s about emotional resonance, cultural identity, and a curious black cat named Usei Usei.

What is vibe design?

Traditional product design often starts with a screen, a wireframe, or a UX journey. Vibe Design flips that script.

Instead of asking, “What should this look like?” Vibe Designers begin with a more human question: “How do I want someone to feel?”

Using generative AI tools like Lovart AI and Newhero AI, creators describe emotional intentions—warmth, calm, wonder, nostalgia. The AI then proposes designs that match these moods, from colour palettes and typography to motion and layout.

It’s storytelling by vibe. And it’s incredibly intuitive.

The approach has deep relevance in culturally rich regions like Borneo, where design and emotion are inseparable from community and heritage.

Also Read: Set sail with intellectual property: Your business’s journey to success

The first official use case: Meet usei usei cat

As the first official use case of the hackathon, I created usei usei cat—a cosmic, slow-living feline inspired by the Sarawakian lifestyle and birthed entirely out of generative AI.

His name is a nod to “usei usei,” a colloquial Malay phrase meaning “slow and steady,” and “kucing,” the Malay word for cat.

Want to see the birth process of usei usei cat? You can watch the entire documentation here.

Together, they form a character that reflects Sarawak’s gentle rhythm and a new design philosophy—one where creative sovereignty is reclaimed in the face of algorithmic chaos.

He’s also born in Kuching, Sarawak (a pun on “kucing”, haha!).

But usei usei cat isn’t just a mascot.

He’s proof of concept: that AI can be used to build emotionally grounded, culturally respectful, and IP-protected characters from scratch. Characters that feel local, yet universally relevant.

Who owns the cat?

As more creators use GenAI to co-create stories, art, and brands, one question becomes urgent: who owns the output?

With usei usei cat, I wanted to test this question through practice. By generating the character using commercial-use AI tools and being crystal clear about licensing and IP rights, I could demonstrate that AI-assisted creations can (and should) be protected—and monetized—just like any other original creative work.

It’s not just about law. It’s about dignity. And about making sure that Southeast Asian creators don’t get left behind in the global IP rush.

Why Sarawak?

Sarawak was a natural choice for this historic event. As one of Malaysia’s most culturally diverse and artistically rich regions, it offers a deep reservoir of stories, textures, and philosophies that make vibe-based creation feel right at home.

From the intricate Pua Kumbu textiles of the Iban to the oral traditions of the Orang Ulu, Sarawak embodies design with soul.

But equally important, the state’s forward-thinking digital policies and investments in AI literacy make it an ideal launchpad for inclusive innovation.

Also Read: How tech startups should protect their intellectual property assets

A celebration of friendship, not just tech

The AI Vibe Design Hackathon is co-hosted by AIGents of Change (Singapore) and AZAM Sarawak, with official support from the Sarawak Trade and Tourism Office Singapore (STATOS), Singapore Global Network (a division of EDB), and grassroots developer community Kenyalang Dev. Makermai Makerspace, Kuching’s leading makerspace, will serve as the physical hub for the event.

But this isn’t just about algorithms and interfaces.

It’s about what happens when two regions—each with their own strengths in tech, culture, and creativity—come together to build something truly new: a shared future where AI is a tool for emotional resonance and not just productivity.

So…who owns the cat?

In a world obsessed with hustle and hyper-growth, usei usei cat reminds us that there’s strength in stillness. That creative sovereignty and emotional design are not luxuries—they’re our future.

This hackathon is more than a launch. It’s a signal: that Southeast Asia is ready to lead in culturally conscious AI, and that IP in the GenAI age must reflect not only ownership, but emotional truth.

So—who owns the cat?

I do.

Yes, usei usei cat is chill. And no, you can’t steal him.

But maybe, in a way,  there’s a usei usei cat in everyone.

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