Malaysian food getting popular in Britain

PETALING JAYA: More than 150,000 British food enthusiasts are fast becoming Malaysian “food fanatics” in the Malaysia Kitchen Programme. The programme was launched in 2006 by the Government as a branding mission to expand Malaysian restaurants overseas.

Mee goreng sedap: Chen attending to a customer at one of his restaurants which serves Malaysian food in Chinatown, London.

Delicacies close to the hearts of Malaysians such as mee goreng, roti canai, laksa, satay, cendol, ais kacang, and the ever popular beef rendang have captured the tastebuds of the British people. Following a hugely successful pasar malam night that was held in Trafalgar Square on Sept 24, the Malaysian Restaurant Association UK is confident that Malaysian food is quickly building a strong reputation among the British. “The response has been fantastic among 150,000 British consumers, food writers and enthusiasts,” association chairman Teddy Chen toldThe Star recently. “Information that spread through word of mouth and social media has become a key part of the campaign.

“We found that consumers who tried Malaysian food for the first time have been amazed and they have passed the word around,” he added. Chen said Malaysian food, especially halal products, was also set to become a key Malaysian export to Britain. “Malaysian halal products are a key export strength and Malaysia can capitalise on Britain’s growing demand for halal products,” he added.

Processed food from Malaysia has already been widely accepted by the British market. Malaysia’s processed food exports to Britain last year amounted to £47.7mil (RM234.14mil) and during the first six months of 2010, exports totalled £21.2mil (RM104.06mil). However, Chen said one of the challenges for Malaysian food companies was compliance with the standards set by the British Retailers’ Consortium. Their standards were so high that the planned showcase of the Penangchar kuey teow at Trafalgar Square had to be cancelled because safety regulations prohibited actual cooking on site.

The association is continuing its promotional drive with 21 Malaysian restaurants participating in this year’s London Restaurant Festival, which ends today. Six restaurants and three Malaysian food distributors also showcased Malaysian food at the London restaurant Festival Suppliers Market at Old Spitalfields Market from Oct 11 to 13 and Oct 15 to yesterday. Next month, three Malaysian restaurants will be selling dishes at the iconic Masterchef Live food event, one of the key events in the British food enthusiasts’ calendar.

There are now a total of 465 Malaysian restaurants worldwide participating in the Malaysia Kitchen Programme. Chen, who has been in Britain since 1964 and has established five restaurants in London so far, says he will not stop promoting Malaysia until “every British person has tasted how great Malaysian food is”.

-thestar online.