Product efficiency of the Brunei ethnic traditional kuih is highligted through the priceless knowledge inherited from their ancestors. The manufacturing of these traditional kuih is closely related to its culture or rites such as the celebration of marriage, birth or respecting deaths. These traditional kuih are very unique in the Brunei ethnic context because it was produced through innovative thinking. This way of thinking hence produces kuih-muih that comes in various functions and shapes that represents the heart and identity of a culture. This research is conducted to explore the cultural identity of the Brunei Ethnic kuih-muih production in Beaufort district. These kuih-muih include Kuih Jalurut, Kuih Tilapam, Kuih Lamban Udang, Kuih Tapai, Katupat Lupas and Bikang. This research involved two Brunei ethnic village; Kampung Weston and Kampung Lubuk; situated in Beaufort district, Sabah. This research applied Visualisation Technique and discussed several aesthetical elements like packaging designs, manufacturing ingredients and packaging methods. Every element discussed will be able to explain the role of these traditional Brunei ethnic kuih-muih in the context of identifying its culture identity and ancient rites. This is a qualitative research that utilises field research data that was obtained from interviews, observations and researcher’s direct involvement. The informants were chosen based on their age, expertise and experiences in making traditional kuih-muih and this also includes those who were in the know of the rites and culture of the Brunei ethnic. This research concluded that the making of traditional kuih-muih showcased identity, aesthetical values and culture as a treasure that is worthy to be preserved. ABSTRAK Kearifan produk kuih tradisional dalam komuniti etnik Brunei diserlahkan melalui warisan turun-temurun yang amat tinggi nilainya. Pembuatan kuih-muih tradisi amat berkait rapat dengan perlakuan budaya atau upacara adat seperti keramaian, kenduri-kendara, perkahwinan, kelahiran atau ...