Does placement of something on a stamp constitute its promotion?

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The Issuance of Stamps Featuring Porcupine Rendang Does Not Necessarily Constitute Promotion

The question of whether featuring porcupine rendang on a postage stamp constitutes promotion is complex, with differing perspectives. While Pos Malaysia's decision to include this dish on their Exotic Themed series has drawn criticism from conservationists, the author argues that the mere presence of an item on a stamp does not automatically equate to its promotion. Personal experience with stamp collecting suggests that exposure through philately does not inherently lead to active pursuit of the depicted experiences or products.
Status of Porcupines in Malaysia

Malaysia is home to three native porcupine species: the Malayan porcupine (Hystrix brachyura), the Brush-tailed porcupine (Atherurus macrourus), and the Long-tailed porcupine (Trichys fasciculate). According to the 2017 IUCN Red List Assessment, the Malayan and Brush-tailed porcupines are classified as Near Threatened (NT), while the Long-tailed porcupine is listed as Vulnerable (VU). In terms of legal protection under the Wildlife Conservation Act 2010, the Malayan and Brush-tailed species are designated as Protected, allowing hunting with a permit from the Department of Wildlife and National Parks Peninsular Malaysia (PERHILITAN). The Long-tailed porcupine, however, is Totally Protected, with hunting strictly banned. Both the Malayan and Brush-tailed species are also included in the Sixth Schedule of the Act, which permits Aborigine communities to hunt and consume them without a permit.
Consumption and Demand for Porcupines

Beyond Aborigine communities, there is a notable demand for porcupines among other Malaysian communities. The inclusion of porcupine rendang on the stamp alludes to its consumption by the Malay community, who use porcupine meat as a substitute for beef. The Chinese community, on the other hand, shows interest in porcupine bezoars, which are found in the animal's digestive tract and are believed to have medicinal properties in Traditional Chinese Medicine (TCM). These bezoars are claimed to be effective in treating serious ailments such as cancer, diabetes, and dengue fever. To meet this demand, licences for commercial captive breeding have been issued. However, studies, such as one on the Vietnamese porcupine trade, indicate that even with captive breeding programmes, a significant portion of farmers continue to rely on wild populations for restocking and sales, raising concerns about the sustainability of wild porcupine populations.
The Link Between Philately and Consumption

Personally, the author believes that Pos Malaysia's apology for the stamp series was a necessary step to address public sentiment, although they do not fully agree that the company did anything inherently wrong. The intention behind showcasing uncommon delicacies in Malaysia, such as porcupine rendang, is seen as a cultural representation rather than a deliberate promotion. The author's own experience as a stamp collector in younger years exposed them to various cultures and themes, but it did not translate into actively seeking out those specific experiences. Therefore, it is doubted that a stamp featuring porcupine rendang would lead to a significant increase in people actively seeking out the dish. The author notes that the situation might be perceived differently if dishes derived from Critically Endangered species, such as tiger bone wine or rhino horn powder, were featured.
Opportunity for Learning and Conservation Dialogue

For conservationists, it is acknowledged that porcupines have historically been consumed by various communities in Malaysia. However, this tradition should be re-evaluated if scientific assessments reveal a significant decline in porcupine numbers. The example of turtle eggs is cited, where their status as a delicacy for coastal communities has been superseded by the need to halt consumption due to dwindling global turtle populations, a shift being facilitated by education and conservation efforts on Malaysia's east coast. This recent episode with Pos Malaysia's stamps is viewed as an opportunity for both Pos Malaysia and the conservation community to engage in mutual learning. While alternative unique Malaysian elements could have been promoted on stamps, the author opines that preventing the release or banning the current series for featuring porcupine rendang might be an excessive response.

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Does placement of something on a stamp constitute its promotion?

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