KUALA
LUMPUR, 12 May 2026 – Tourism Malaysia, in collaboration with Serai Group,
today launched the “Truly Malaysian, Truly Sedap” campaign. This initiative
aims to elevate the culinary heritage of Malaysia as a national identity in
conjunction with the Visit Malaysia 2026 (VM2026) campaign, which is themed
’Malaysia: A Sustainable and Culturally Rich Destination’. The campaign seeks
to solidify the position of Malaysia within the gastronomy sector as a premier
culinary destination through two iconic offerings that are favourites among
locals and international visitors, namely satay and the Durian Shake.
The
“Truly Malaysian, Truly Sedap” campaign highlights satay, a dish officially
recognised in the National Heritage List 2009, presented with an authentic
touch and a signature peanut sauce from Serai Group. Also featured is the
Durian Shake, a premium modern interpretation of the 'King of Fruits' crafted
to appeal to the palates of both international and local visitors.
The
event was graced by the presence of YBrs. Mr Mohd Amirul Rizal Abdul Rahim,
Director General of Tourism Malaysia, YBrs. Puan Rina Abdullah, Group Director
of Serai Group, YBhg. Datuk Mohd Najib Abdul Hamid, Managing Director of Serai
Group and YBhg. Datin Qistina Taff, Project Director of Serai Group, alongside
the top management of Tourism Malaysia, during the launch of the Truly
Malaysian, Truly Sedap campaign.
This
collaboration extends beyond mere culinary service through the hosting of a
launch event at Seri Negara, which featured live satay grilling demonstrations
and cultural performances. The event brought together the media, strategic
partners, and the public in a meaningful experience.
The
public can enjoy these special offerings at all Serai outlets from 12 May until
31 December 2026. Visitors are encouraged to share their experiences using the
hashtags #TrulyMalaysianTrulySedap and #VisitMalaysia2026 to celebrate the
uniqueness and diversity of Malaysian flavours.
-Tourism Malaysia.
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