CENDANA is positioning itself as an umbrella body with enough resources and expertise to reach and improve the cultural sector of the creative economy. With a large and growing amount of data, CENDANA will be able to see the big picture and diagnose the effects of one part of the ecosystem on another, funnelling aid where it is needed. As a government initiative, it is assured of being able to work for a meaningful amount of time. This allows for the initial experimentation needed in beginning this huge undertaking.
CENDANA will act as a connector between creators, regulating bodies, private investors or businesses, policymakers and consumers. To nurture these entities individually so that they are healthy, while keeping an eye on the larger goals and continually refining strategies based on evidence.
Through its efforts, CENDANA aims to transform Malaysia into the cultural destination that it should be.