Malaysia Global Kitchen Campaign: Sharing Malaysian Cuisine With The World

GASTRONOMIC DELIGHT...Chef Zakary Pelaccio, spokesman for Malaysia Kitchen 2010 campaign in New York says the campaign is an excellent opportunity to introduce Malaysian cuisine to American taste buds, albeit with slight adjustments to suit local taste buds.Pic:Rosli AwangKUALA LUMPUR, June 17 (Bernama) -- Malaysian cuisine is one of the most multi-cultural cuisines in the world. Foreign tourists are frequently bowled over by the wide array of deliciously hot and spicy spread that beckons them either on buffet tables in 5-star hotels or tantalisingly displayed at the humble food stalls at the ubiquitous night markets throughout the country.

Realising that Malaysian cuisine has that 'pull factor' to attract tourists, the Malaysian government launched the Malaysia Kitchen Programme in 2006 to promote the country through Malaysian restaurants abroad.

Subsequently in 2009, the Malaysian External Trade Development Corporation (Matrade) took over the coordination and promotion of the programme and initiated extensive advertising and promotion activities in London and New York.

GLOBAL MALAYSIAN KITCHEN CAMPAIGN

In April 2010, Matrade launched its Global Malaysia Kitchen Campaign which is a more intensive promotion campaign incorporating two key components namely a Malaysia Kitchen Portal, and a restaurant financing package provided by EXIM Bank. "The Malaysia Kitchen Portal provides pertinent information about Malaysian restaurants overseas, while EXIM Bank's Malaysia Kitchen Financing Facility provides capital financing to Malaysian restaurateurs wishing to expand their operations overseas under the Global Malaysia Kitchen programme," Matrade CEO Noharuddin Nordin told Bernama.

Noharuddin said the Halal and Non-Halal certification for Malaysian restaurants operating overseas is entirely a voluntary matter. A Halal Certification may carry a definite advantage for restaurants catering to Muslim clientele, but might be inappropriate for those catering to mostly non-Muslim. "The restaurant owner is the best person to decide on the matter," he said.

PROMOTING MALAYSIAN CUISINE IN NEW YORK

Up until recently, there is really not much to offer in the way of good and authentic Malaysian dishes available in New York. Matrade's effort to promote Malaysian restaurants and cuisine in New York kicked off with a 4-course luncheon prepared by award-winning chef Zakary Pelaccio, and prominent Malaysian chefs Hasni Ghazali, Erik Cheah, and Kathy Wong from the International Culinary Centre in New York. This was followed with a Malaysian Restaurant Week running from June 14-20 during which participating Malaysian restaurants in New York showcased Malaysian dishes as dining specials to their customers.

A Malaysian Food Cooking Contest at New York's Institute of Culinary Education will be the highlight of the Malaysia Restaurant Week. The Malaysia Kitchen 2010 campaign in New York culminates with a Malaysian Food Truck where a chuck wagon will travel around Manhattan to offer signature Malaysian dishes from local Malaysian and Malaysian-inspired restaurants.

MALAYSIAN KITCHEN 2010 SPOKESMAN

Matrade has also appointed Chef Pelaccio, proprietor of the Fatty Crab and Fatty Cue Restaurants in New York, as the spokesman for the Malaysia Kitchen 2010 campaign in New York. "My role is to promote Malaysian cuisine at my restaurants as well as those of other Malaysian restaurants in the United States and encourage New Yorkers to visit Malaysia to experience the multi-ethnic cuisine and culture," Pelaccio said. Having had the benefit of a one-year stint at the Seri Melayu Restaurant in Jalan Conlay, Kuala Lumpur, Pelaccio serves up a vast selection of Malaysian favourites like nasi lemak, nasi ulam, rendang, ikan bakar, kangkong belacan, assam laksa and chili crab among many others at his restaurants.

According to Pelaccio, his Malaysian experience has stood him in good stead with his customers where his version of Fatty Chili Crab is currently a 'hot' favorite among New Yorkers. "The Malaysia Kitchen campaign is an excellent opportunity to introduce Malaysian cuisine to American taste buds, however I have to make some slight adjustments in the ingredients used, to suit the American palate," Pelaccio said.

SOURCING FOR INGREDIENTS

Pelaccio frequently visits Malaysia to source for local ingredients like spices, sauce and prawn paste which are hard to come by in New York, apart from trying out new Malaysian recipes to bring back home. "I am on the lookout for a local supplier for a steady consignment of 'kicap manis' (fermented sweet soya sauce) and 'belacan' (shrimp paste), as these are the two ingredients that I regularly use in my restaurants but are simply not available back home," he said to Bernama.

He has already shortlisted a local manufacturer who meet his requirements, especially with regards to quality control and packaging. "Once everything have been satisfactorily finalised, I can look forward to an uninterrupted supply for my kitchen and may even cultivate a niche market for Malaysian ingredients among my customers," he said.

GOING WORLDWIDE

To date, a total of 465 Malaysian restaurants located in the United Kingdom, United States, Australia, Indonesia, Canada, New Zealand, Hong Kong, Germany, Netherlands and other countries worldwide are participating in the Malaysia Kitchen promotion programme.Undoubtedly, such elaborate promotion programmes coupled with flexible financing facilities and the support of Malaysian restaurateurs worldwide will go a long way in promoting Malaysia and its multicultural society to the world.

www.malaysiakitchen.my