New York MATRADE's Malaysian Food Promotion Gets 'great Response'

NEW YORK, Dec 7 (Bernama) -- New York-based Malaysian trade commissioner Shahrul Miza Zakaria says that his two-month Malaysian food promotion campaign on the east coast of the US -- under the slogan "Christmas a-la-Malaysia" -- has produced a "great response".

Shahrul announced the conclusion of the campaign on Saturday at a well-attended ceremony which included a live demonstration of American cooking with Malaysian ingredients and spices by local food television anchor Gina Keatley.

The event at the Malaysian Kitchen Restaurant, a trendy Malaysian restaurant in New York's financial district, ended with a cultural programme of songs, dances and music.

Shahrul said in an interview with Bernama that the Malaysian External Trade Development Corporation (MATRADE) was keen to promote exports of a wide range of Malaysian food products ranging from cookies, cakes and desserts through ready-to-use sauces and seasoning mixtures to frozen items such as the Malaysian parathas which are hugely popular, particularly among the financially strong Indian community.

"Malaysian food products, according to our marketing intelligence, have become immensely popular.

"While in the past Malaysian food products were sold mainly in the ethnic Asian supermarkets, one finds them, increasingly, in mainstream food markets," Shahrul noted, adding that the two-month campaign had a total of six events -- three in New York and three in neighbouring New Jersey.

Shahrul also spoke of the "great importance of food" as a vehicle to popularise Malaysia not only as a supplier but also attract tourists eager to eat the food in the country of origin.

This has been done successfully by China, India, Japan, Thailand and, more recently, Vietnam, he said.

The general view among food experts and food lovers in the US is that Malaysia's ingredients and spices, strongly influenced by its ethnic and cultural diversity, are also nutritious and health-promoting.

MATRADE New York has, meanwhile, noticed a surge in enquiries from the public as well as businesses for Malaysian food products, which are sold through two websites -- buymalaysiafood.com and amazon.com.

The guests at the event included heads of Malaysian government agencies in New York, along with the Malaysian consul general Abd Razak Abdul Wahab and the deputy permanent representative to the United Nations, Raja Reza Raja Zaib Shah.

"Our food represents multiple cultures as conveyed through our slogan 'Malaysia, Truly Asia', Abd Aziz said, predicting that Malaysia would enjoy greater popularity through business, education and other ties.

A driving force behind MATRADE's food promotion campaign in New York has been Melaka-born Kirby Tan, the owner of the Malaysian Kitchen Restaurant that is making waves in the city's financial district.

"I agree that the campaign has generated good response. In New Jersey, we met many Americans, including second-generation Asians born here. Our curry-flavoured pasta, spiced with Malaysian ingredients, was an instant hit with the American public invited to our events.

"The guests told us that they had never tasted anything like it. They wanted to know if they could buy ready-made packets of it.

"Margaret Lam, the owner of the Golden Elephant Jasmine Rice company and the force behind the New Jersey China Day, hosted a banquet for me to thank me for bringing the Malaysia Kitchen Programme to New Jersey.

"In fact, I was the only Malaysian among the 10 leaders of people of Chinese origin in New Jersey. She invited community and business leaders to help exports of Malaysian food products to the US," Tan told Bernama.

Like Tan, other Malaysian businesspeople on the east coast are confident that Malaysian food products can become popular among American consumers and reach the same popularity level of products from India, China and Thailand.

Also present at the event were representatives of Dewina Food Industries, a Malaysian food and beverage group founded by Datuk Haji Ibrahim Ahmad, the group's executive chairman.

Its Brahim's food brand can be spotted on the shelves of ethnic supermarkets on the east coast.

The company offered the guests samples of its food products, including sauces and ready-to-eat varieties such as Asian meals which could be prepared in a few minutes.

The company has also set up its US website www.brahimsusa.com where customers can buy its sauce packets online and have them shipped across the US.

According to MATRADE New York, Malaysia's processed food exports to the US from January to October 2015 amounted to RM650.3 million.

Total overall Malaysian exports to the US in the January-October 2015 period jumped 14.8 per cent to RM60.55 billion while imports from the US rose 5.2 per cent to RM46 billion.

Total two-way trade grew 10.5 per cent to RM106.36 billion in the same period.

Main Malaysian export items were photosensitive semiconductor devices, rubber gloves, optical and scientific equipment, bedroom furniture, machinery and appliances.
-bernama.

American TV Host Launches "Christmas A-La-Malaysia" In New York To Popularise Malaysian Food

NEW YORK, Oct 18 (Bernama) -- An American TV host and dietitian launched a "Christmas-a-la-Malaysia" initiative to celebrate what its proponents in New York described as the "holiday season feasting in Malaysian style" on Thursday.

The strategic aim of this initiative is to popularize Malaysian foods and spices and, in effect, increase Malaysia's food and spices export to the US.

Under its Malaysia Kitchen for the World Programme, the New York office of the Malaysian External Trade Development Corp (Matrade) sponsored a major event Thursday at a trendy Malaysian eatery called Malaysian Kitchen Restaurant in New York's financial district.

Gina Keatley, the TV host, will be Malaysia's food ambassador. She presented a number of new Malaysian inspired dishes for the coming holiday season, including preparing the traditional Thanksgiving turkey.

"This traditional Thanksgiving turkey," she said in an interview with Bernama, as she held the large cleaned bird, "will be cooked with a unique blend of natural and healthy ingredients and spices, influenced by the multicultural society of Malaysia, creating a new twist on traditional and non-traditional recipes.

Keatley, who revealed that she will be visiting Malaysia early 2016, described her forthcoming trip as a "working visit which will enable me to absorb more of the culinary culture of that fascinating country."

The TV host also said that Malaysia's spices and other ingredients were conducive to promoting health and were, in fact, most appropriate for the average American consumer who should be eating a lot less fat and other unhealthy food products.

"Being a dietitian and nutritionist, I am particularly aware of the effects of some foods on the health of an individual, and believe that certain ingredients and spices add to a balanced diet of the consumers. New York, like Malaysia, is a veritable melting pot with so many ethnic and culinary varieties visible here," Keatly observed, adding that Malaysian spices are "vibrant besides being nutritious and adding flavour to the food".

With America going into two of its biggest festive seasons - Thanksgiving and Christmas - Matrade made a strong pitch for Malaysian food products and spices, making use of the premises of the Malaysian Kitchen Restaurant whose owner, Kirby Tan, comes from Melaka and has even designed the ambiance of his restaurant's interior with images of his native Malaysian city.

Tan, who started the restaurant about eight months back, claimed that it was doing "exceedingly well", attracting large numbers of foreign tourists who visit the financial district - his menu has been translated into 11 languages -- but also mainstream Americans who are "very open" to what at one time was called "exotic food".

The success of Chinese, Indian, Japanese and Thai restaurants, whose numbers are constantly proliferating in New York, illustrates the openness of the American consumer.

Tan who organised the "Christmas a-la-Malaysia" event at his restaurant under Matrade's sponsorship, had also created the entire menu, including the Turkey dinner a-la-Malaysia, with Keatley demonstrating the cooking.

Muhd Shahrulmiza Zakaria, the Malaysian trade commissioner in New York, told Bernama that the aim was to "bring Malaysia to every home". "There are some 500 Malaysian food items now available, most of which can be bought in ethnic Asian supermarkets.

"Also, one can buy such products online. We have 82 Malaysian restaurants in the US and their numbers are increasing. We also encourage those wanting to set up Malaysian restaurants here," he said.

According to Matrade's New York office, Malaysia's exports of food products to the United States in the January-August 2015 period amounted to US$135.5 million (RM596 million); during the year 2014 total exports of food products to the US amounted to US$236.2 million (RM1.039 billion).

A series of Malaysian culinary roadshows will follow, with the first roadshow kicking off on Nov 7 at the Malaysian Kitchen Restaurant in New York and the second roadshow will be held on Nov 14 in Old Bridge, New Jersey, the third in Edison, New Jersey, and the fourth in East Hanover, New Jersey.

The series of roadshows will be capped by a special show time event with live entertainment on Dec 5, again, at the Malaysian Kitchen Restaurant.

US sources predict Malaysia's food and agricultural exports to considerably increase once the Trans-Pacific Partnership Agreement is finalised and implemented.

The 12 member nations met recently in Atlanta and wrapped up their negotiations.
-bernama.

Matrade Launches Food Festival In Shanghai

Ads in newspaper - PelanconganKini

SHANGHAI, Oct 15 (Bernama) -- The Malaysia External Trade Development Corporation (Matrade) today launched the "Malaysian Food Festival" here in line with the Malaysia Kitchen Programme.

Partnering a leading hotel, the programme is aimed at further promoting Malaysian cuisine, as well as enhancing opportunities for trade in products spanning food to non-food and services.

Matrade's Trade Commissioner in Shanghai, Mansor Shah Wahid said the programme was in partnership with the Shanghai Marriott Hotel City Centre to roll-out Malaysian cuisine from Oct 14-Nov 28.

"We are associating with the leading hotel to promote Malaysian food in fine dining. The hotel is targeting about 200 people to dine-in daily with people loving the taste of Malaysian cuisine," he added.

He was speaking after the event officiated by Tourism and Culture Minister Datuk Seri Nazri Abdul Aziz, Wednesday night.

Also present was the Consul General of Malaysia in Shanghai, Tan Yang Thai and Shanghai Marriott Hotel City Centre's hotel manager, Jessie Zhang.

Mansor said besides promoting Malaysian food to hotel guests, the programme also brings in retailers, to enable consumers who love Malaysian flavors to purchase end-products like spices and sauces.

He said in addition, Matrade plans to promote Malaysia's fashion industry in China, besides encouraging Malaysians to venture into the food and beverage segment.

Meanwhile, Zhang said it was the second time that the hotel was partnering Matrade in promoting Malaysian cuisine, as well as introducing it to international guests.

She said the programme in 2013 and over three weeks, had positive feedback.

"Dishes such as satay, laksa, curry oxtail soup (sup ekor) and teh tarik were among the favourites," she added.

Malaysian chef, Sariman Jamil said Malaysian cuisine has always had demand in the China market, with more people accepting its rich flavours and spices used in cooking traditional dishes.

Having been a chef in China for about three years, he explained that the Malaysian Food Festival programme would encourage more people to seek opportunities in the country's huge market.

"This is in addition to introducing the authentic flavors of Malaysia," he said.
-bernama.

1Malaysia Food Festival 2014 @ Yokohama, Japan ( 6~7 December 2014 )

Ministry Of International Trade & Industry Of Malaysia (MITI) and Malaysia External Trade Development Corporation will organize “1 MALAYSIA FOOD FESTIVAL 2014” from 6th to 7th DEC 2014 at YOKOHAMA Industrial Hall “MARINERIA”

Co-organizers : Embassy Of Malaysia, Malaysia Tourism Promotion Board, MIDA, MAS, MOA, ASEAN Japan Centre.

Date: 6th Dec 2014 (SAT) – 7th Dec 2014 (SUN)

Time: 10:30AM~8:00PM

Venue: Yokohama Industrial Hall “MARINERIA”
(2 Bancho, Yamashitacho, Naka-ku, Yokohama-City, Kanagawa)

Malaysia Restaurant: Malay Kampung, Malay Asian Cuisine, Rotiman, Malay Chan, Malaysia Embassy & Malaysia Student.

Malaysia Product: Brahim Food Japan & Nanyang Trading

Enjoy watching Malaysia traditional dance show by Mekar Budaya on Saturday and performance by Malaysian Jazz singer Nisa on Sunday. A show by Malaysian Flying Roti Canai Champion every after the stage show and participating in Roti Canai Cooking Class.

Others activity such as Batik Painting, take photo with Malacca Trishaw and Orang Utan face panel.

Get the grand prize for “1 MALAYSIA FOOD FESTIVAL” quiz when you purchase at any stall during the event!! Flight Ticket To MALAYSIA sponsored by Malaysia Airlines!!

-TM Japan.

Malaysian Restaurant Awarded Michelin's 'One Star' Rating

KUALA LUMPUR, (Bernama) -- Hardly a year since its debut in New York City, Malaysian restaurant Mamak Malaysia, has been awarded a 'One Star' rating by the Michelin Guide, the international benchmark of good food.

Owned by Chef Nani Yusof Hughie, a former journalist with the Malaysian national news agency Bernama, the restaurant which serves up the popular dishes long identified with Penang's Indian Muslim community, was listed in the guide, a professional rating of quality restaurants in December last year.

The allocation of stars is done annually by Michelin based on anonymous visits by its inspectors. 'One Star' indicates a very good restaurant in its category, offering cuisines prepared to a consistently high standard. "I am surprised and honoured by the recognition as I am not a professional chef, and that includes my kitchen team. Furthermore, I am very new in this restaurant business, not even a year," she told Bernama via email recently.

The restaurateur, who is also a freelance writer, says the coveted award is meaningful for her and her team who have been working untiringly to ensure that meals are prepared with high standards and maintaining consistency. "I was cleaning up my office at the restaurant on Jan 18 when I found a stack of letters on my desk. To my surprise, I found this letter dated Dec 23 from Michelin," Nani recalls.

Mamak Malaysia serves mixed Indian, Malay and Chinese cuisines, which are popular in Penang, she says, noting that some of her dishes are not served at other Malaysian restaurants in the United States. Born and raised in Penang, Nani is the creator of Mami Penang Cooking Inc, the registered company that runs Mamak Malaysia, the first fully halal Malaysian restaurant in New York City. The restaurant is located at 35-20 Farrington Street, Flushing, in the north-central region of the city's borough of Queens.

Since moving permanently to New York in 2005, Nani has built two successful businesses, Mami PG's Cooking and Melayu's Cookies. Mami PG's Cooking, which was set up in 2007, specialises in hometown Penang cuisines.

As a self-taught chef, Nani has become known for her nasi lemak and nasi kandar. "We are famous for our shrimp nasi kandar, beef nasi kandar, squid nasi kandar, crispy okra and lamb rack with rendang sauce", she said.

Within three months of its launch, the restaurant received rave reviews from various media such as The New York Times, The New York Magazine, Chopsticks and Marrow, Chowhound, among others. "We also have been featured in Globe Trotter by Jon Haggins - TV segment. Chowhound also has selected us as 'The Best New York Chowhound Find in 2013' on Jan 5," she says.

Since its opening in May last year, Mamak Malaysia has attracted Royal diners, foreign dignitaries and celebrities, who brought a touch of fame and glamour to the restaurant. Nani had the honour to serve Brunei's Prince Abdul Mateen Bolkiah and his delegation during their visit to New York City on Nov 2 last year.

Malaysian Ministers, Parliament Members and celebrities are also among her distinguished diners. Mamak Malaysia also provides catering services to several Asean Permanent Missions to the United Nations (UN) during their National Day and holiday celebrations. Her clients include NBC (National Broadcasting Corporation) offices, the United Nations, Warner Brothers, Seamless, Tourism Malaysia and various Permanent Missions to the UN from Malaysia, Brunei and Singapore.

Nani, 42, says her entrepreneurial skills were developed since she was a teenager by selling 'Mee Rebus Mamak" during her school's canteen day each year. "During my college year, I started my own street burger business which is still operating until today after more than 20 years. The business is now run by my brother at my hometown," she said.

Nani comes from a mixed marriage background. Her mother, a housewife, is a mix of Punjabi/Bengali and mamak (Indian Muslim) while her father, a teacher, is of Dutch, Thai and Nyonya descent. Brought up in Indian, Malay and Chinese mixed community in Georgetown, Nani developed an interest in Penang's authentic cuisine since she was 10.

It was romance that brought Nani to the Big Apple. Nani has been married for the last 10 years to a Barbados-born American nutritionist. It was her love for cooking that had been her mainstay during these years in the US. Initially, she spent time doing regular office jobs besides writing for Bernama and catering food for special events. Nani is the proud mother of two kids, a five-year old boy and three-month old girl.

She says that several well known food blogs, Midtown Lunch, Eating in Translation, and Chubby Chinese Girl Eats have written glowing reviews of Mami's PG Cooking in the past year. Various Malaysian newspapers have also given rave reviews on Nani's cooking.

Given that her business is currently experiencing rapid growth and expansion, Nani says she is working with the Queens Economic Development Corporation to develop her company's own branded products for the US market.

Nani says that running a restaurant is a tough business as it requires a lot of hard work, planning and commitment. "You need to develop the right attitude, promote the restaurant, keep an eye on the competition and communicate with your customers. And you have to perform all these tasks while you're cooking awesome food and providing top-notch service."

"It is tougher overseas, given the enormous challenges and obstacles that restaurateurs like me have to face. You really have to possess extraordinary strength to operate abroad," she said.

To stay competitive, she has to fully understand the stringent US procedures and laws and keep abreast of the latest developments. Nani regularly uses the social media, such as Facebook and Twitter to promote her restaurant and stay connected with her friends and customers.

Nani, who is humbled by her success, is grateful to Queens Economic Development Corporation for extending assistance since she started her business by providing various programmes, especially for women migrants.
-bernama.

Malaysian Chef Tommy Lai Creates Unique Lunar New Year Dish

NEW YORK, Jan 15 (Bernama) -- Celebrity Malaysian Chef Tommy Lai, who is the first Malaysian chef to earn a Michelin star in New York, has created what is described in local culinary circles as a "unique Lunar New Year dish" to mark the upcoming Chinese New Year celebration.

The Lunar New Year celebration, a common annual feature in Malaysia, is widely celebrated in New York. Lai told Bernama that his creation called "Yu Sheng" -- in Cantonese it means "raw fish salad" -- will be served at his restaurant, Rasa, in New York's Greenwich Village to usher in the Year of the Horse. The dish will be served in two portions -- medium for four persons and large for six persons -- priced at US$18 and US$28 (about RM60 and RM90), respectively.

Rasa is one of the three Malaysian restaurants to open in the New York/New Jersey region in 2013.

Lai maintained that US$1 (about RM3.30) from each Yu Sheng dish sold will be donated to City Harvest, a food rescue organisation dedicated to feeding hungry New Yorkers. The Yu Sheng dish will be served from Jan 16 to Feb 9 (the first day of the Lunar New Year officially begins on Jan 31).

Rasa, which is run by Lai and his sister Cammie Lai and two others, has been well received by New Yorkers since it opened in December 2013. Rasa was named after the village in Malaysia where the Lai siblings grew up.

Explaining the origin of the name of the new dish, a restaurant employee said that "yu" meant fish in Cantonese while "sheng" meant raw.

He added that the two words together meant "raw fish salad" and is considered a "good luck dish" -- the number 8 in the pricing is considered lucky in Chinese and so are the 28 ingredients used in the preparation of the dish -- which Malaysian and Singaporean families crave to have during the Lunar New Year.

Adding to the "mysticism" is the mandatory "lo hei" (prosperity toss) denoting the higher you toss or mix the raw-fish salad, the "rosier" is the future of the person. The gesture of tossing high, as the Chinese like to believe, brings in more money and prosperity in the New Year.

Rasa, which is also registered under the Malaysia Kitchen Programme (MKP) of the New York Office of the Malaysian External Trade Development Corporation (Matrade), features not only Malaysian dishes but also dishes inspired by the siblings' travels in Southeast Asia.

The MKP was initiated by the Malaysian government to promote Malaysian cuisine in a number of markets with the long-term intention of promoting Malaysian ingredients, spices and ready food products.

Rasa serves traditional Malaysian dishes, and street food like Penang Assam Laksa, Yong Tau Foo Curry Mee and Hokkien Prawn Mee take centre stage alongside Rasa's new creations such as the popular Asian Rolls which include sambal and curry satay stuffed rolls. There are also, of course, the inevitable roti canai, Malaysian cup cakes, Malay curried wings and mini curry puffs.

Chef Lai also presents traditional comfort foods that are unique to Malaysia's Chinese, Malay and Indian ethnic communities such as Wat Tan Hor, Nasi Lemak and Indian Mee Goreng, respectively.
-bernama.
http://rasanyc.com/

Malaysian Restaurants Growing In The Kitchen Of The World

http://malaysiakitchen.my/

BANGKOK, Dec 13 (Bernama) -- The Malaysian Kitchen Programme is seeing a growing number of restaurants in Thailand, which itself is known as the "Kitchen of the world."

Today, there are a total of 40 restaurants being promoted and working closely with the Malaysia External Trade Development Corporatian (Matrade) and the Malaysian Embassy here.

Trade Commissioner Niqman Rafaee Mohd Sahar said the restaurants came under five main brands -- Secret Recipe (30 restaurants), Mrs Balbir Indian Restaurant (seven), Cili Padi (one), Baya Kitchen (one) and one brand with teh tarik kiosks business.

The restaurants under the Malaysian Kitchen Programme are of various types of operations such as Malaysia-owned restaurants, restaurants serving Malaysian cuisines and also Malaysia-owned franchises and brands.

Niqman Rafaee said to date there are 691 restaurants under the programme with well over half in three countries -- Australia (220), the United States (84) and the United Kingdom (64).

He said this at the Malaysian Kitchen Programme Award ceremony for Mrs Balbir Indian Restaurants which are located in major shopping complexes in Bangkok and its main restaurant in Sukhumvit.

In terms of major cities, there are 37 restaurants in London alone, 27 in New York, while in terms of territories, New South Wales in Australia is in the lead with 53, he told Bernama.

Niqman Rafaee said the Malaysian kitchen Programme has helped boost food products and beverages' exports from Malaysia, adding that exports of processed food last year totalled US$4.3 billion and beverages and tobacco amounted to US$1.1 billion.

The programme also gave an opportunity to many people around the world to taste Malaysian food for the first time and created an interest in Malaysian food, thus boosting exports of food-related products from Malaysia, he said.

Meanwhile, Malaysian Ambassador to Thailand Datuk Nazirah Hussain said she is encouraged by the expansion of Malaysian restaurants in Thailand. "Malaysian restaurants are always well received and are successful," she added.

The Malaysian Kitchen Programme is a global initiative entrusted to Matrade since 2009. Previously, the programme was under other agencies.
-bernama.

Malaysia Kitchen Programme Woos High-End Customers In Beijing

BEIJING, Oct 23 (Bernama) -- The Malaysia Kitchen Programme (MKP) is now diversifying its focus to high-end and international customers by introducing Malaysian delicacies at Shangri-La's China World Hotel here.

"This is the first time we are co-organising the Malaysia Kitchen Festival with China World Hotel in Beijing. "Through this, we hope to generate more awareness of Malaysian cuisine and brands not only among wealthy local customers, but to promote it internationally," said Malaysia External Trade Development Corporation (MATRADE) Senior Trade Commissioner in Beijing, Abu Bakar Yusof.

The hotel, which attracts about 500 to 600 customers daily for lunch and dinner, will be one of the platforms to introduce and promote authentic Malaysian cuisine to high-end customers in China, he told Malaysian reporters after opening the 10-day festival, to be held from Oct 22-31, on Tuesday night. In June, the same programme was held in Dalian, a city in northeasten China.

Malaysian celebrity chef Yang Jamil, who has been invited to the festival, said about 20 Malaysian dishes would be served, including nasi lemak, mee rebus, mee soto, roti canai and teh tarik. Some of the raw materials were brought from Malaysia, so customers are assured of authentic Malaysian cuisine, he said.

The MKP has been collaborating with Parkson Retail Group to promote Malaysian food and beverage (F&B) products via food exhibitions. In April, it also held a joint programme with 7-Eleven for the first time at its 200 outlets in Beijing and Tianjin to introduce Malaysian products.

The MKP was mooted by the government in 2006 under the Ninth Malaysia Plan (2006 -2010), with the key objective of branding Malaysia through its cuisine. It was officially introduced in China in 2011, after MATRADE took over the programme in late 2009.
-bernama.

Malaysian Restaurant Promotes Perlis Cuisine In Perth

KANGAR, Oct 16 (Bernama) -- A Malaysian-owned restaurant in Perth, Australia has begun promoting Perlis cuisine to lure Aussies to visit the northern Malaysian state.

The Mahsuri Satay House restaurant, located at No: 313 Albany Highway, Victoria Park in Perth, Western Australia, is on such a mission.

Fried kailan with salted fish, fried fish sambal and spicy fried chicken are among the wide array of mouth-watering and palate-tickling dishes to give a taste of the splendour that is unmistakably, from Perlis.

On Tuesday's night, no less than Raja Perlis Tuanku Syed Sirajuddin Jamalullail and Raja Perempuan Perlis Tuanku Tengku Fauziah Tengku Abdul Rashid who launched the month-long Perlis cuisine promotion.

The promotion was organised by restaurant operator Abdul Mutalip Sulaman, from Negri sembilan, in collaboration with Yayasan Tuanku Syed Putra (YTSP) Perlis and Tourism Malaysia Office in Perlis.

According to a YTSP press release, the Perlis food promotion was held in conjunction with the personal visit of the Raja of Perlis who was accompanied by the Perlis Royal Family to Perth.

Raja Muda Perlis Tuanku Syed Faizuddin Putra Jamalullail, who is YTSP Perlis chairman, hoped the state's natural beauty and landscapes, with its many geological attractions would attract tourists to Perlis.
-bernama.

Malaysia Food And Spices Sell Well At Malaysian Winter Market In New York

NEW YORK, Feb 22: Despite the fierce icy winds that usually blow across the east coast during this time of the year, the two-day Malaysian Winter Market (MWM), which kicked off Wednesday at New York's Bryant Park, attracted large crowds of New Yorkers.

The hottest selling items were, of course, Malaysian dishes and also spice blends especially created by a Malaysian food technologist-cum-author of cookbooks.

The highlight of the MWM is the Malaysian Kitchen Programme which purports to push Malaysian cuisine with the cooperation of seven Malaysian restaurants based in the Tri-State area of New York, New Jersey and Connecticut.

The event, which runs from 11.30am until 2.30pm for lunch and from 5.30 until 9.00pm for dinner, attracted crowds as the aroma of the freshly prepared food seemed to overwhelm the guests who were eager to try out everything ranging from curried prawns through the "mee" noodle varieties to the rich-gravy laden rendang.

Auria Abraham, a Malaysian whose specialty is authentic Malaysian home-cooked food, had a long line of customers who stopped by at her stall on their way home after work. "I am happy with the response to my dishes," she told Bernama, and added that it had been a satisfying day.

Besides Auria, other restaurants that showcased their dishes were Fatty Crab, Laut, Nyonya, Penang, Bentara and Wichcraft, besides three vendors.

Susheela Raghavan, a Klang-born author of a book called "Flavours of Malaysia: A Journey Through Time, Tastes and Traditions", who also has her own spice blends sold under the brand "Taste of Malacca", was busy selling her book and spice blends.

The long line of inquisitive New Yorkers at Raghavan's stall was an elegant testimony to the popularity of her products.

Raghavan, who has a Master degree in Food Science from the University of Reading, United Kingdom, told Bernama that she developed her "deep passion" for food and cultures after working internationally in food-product development, holding classes on global cuisine for chefs and cooks, teaching at New York University, and authoring a spice reference book "Handbook of Spices, Seasonings and Flavuorings".

She also writes a blog about her global travels. "My book Flavours of Malaysia was first released two years ago. It celebrates the best of the Malaysian table: sizzling satay, flavuorful stir-fries, fragrant rice and noodle dishes, aromatic curries, and Malaysia's signature hot and spicy condiments, the delectable sambal," she said.

But, she emphasised, her book is "much more than just about blending and mixing of spices". "It also explains, in anecdotal historical terms, the evolution of the Malaysian cuisine which has absorbed foreign influences, particularly the strong Chinese and Indian influences. For centuries, Malaysia was a major centre of the spice trade in Southeast Asia.

"Over time, Malay, Chinese, Indian, Thai, Indonesian and Arab influences, intermingled with Dutch, Portuguese and British elements, blended beautifully to create the melange of cultures and intensely vibrant flavours that is Malaysian cuisine today," she said.

Raghavan said that her Taste of Malacca Spice Blends had sold well on the opening day of the MWM. She also gave a live cooking demonstration before the afternoon crowds, explaining to them the intricacies of preparing Curry Kapitan which also is a mirror-like representation of the melting-pot character Malaysian society.

"I chose this particular type of curry because it is also a culinary representation of Malaysia's diversity. My spice blends Curry Malaysia, SattayKajang and MeeGoreng (Malaysian Spicy Noodles) evoked the interest of the guests who had lined up at my booth," she said.

Besides the food and the spices, an added attraction at the MWM was a series of traditional Malaysian dances in colourful costumes presented by female dancers of the Oshe Dance Group led by Esther DeCew, a New York based Malaysian who teaches and performs Malaysian traditional dances.

-Bernama.

Malaysian couple’s restaurant and food supply business scores big in New Zealand

Proudly Malaysian: Reuben and Caroline at their New Zealand cafe, Rempah Malaysia.

In 1997, M. Magendran and N. Mohandas proudly planted the Jalur Gemilang on Mount Everest’s peak. That same year, Malaysians Reuben, 51, and Caroline Danam, 42, who set up home in New Zealand, decided that their new neighbours should have a taste of Malaysian culture.

Upon settling in, the couple who are of lost no time putting together plans for a “takeaway” eatery where New Zealanders could get authentic Malaysian dishes from a menu with over 30 items. According to Caroline, among the local favourites from Rempah Malaysia Takeaways Ltd, which was set up in 2008, are beef rendang, ayam percik, mee goreng and roti canai.

“Our customers come from many ethnic backgrounds. I think this supports the perception that Malaysian food appeals to just about anybody, because Malaysian cuisine tends to be recipes from various cultures mixed together,” said Caroline in an email interview with The Star.

She said that the takeaway outlet, which was previously located in Johnsonville, North Wellington, but has since been relocated to Miramar, south-east of the capital city, serves an average of 1,000 customers each month.

Curries and more: The cafe serves an average of 1,000 customers each month.

The outlet has an open-kitchen concept where customers can watch the chefs prepare fresh roti canai, or put together a dish of mee goreng. While customers mostly order their meals to-go, those who prefer to dine in can do so as well. Caroline said that in order to maintain the authenticity of Malaysian flavours, the spiciness of the dishes is not toned down.

However, customers are given the option to have their meals prepared “mild, medium, or hot”. Prices on the menu range from NZ$2.50 (RM6.30) for roti canai, to NZ$14 (RM35.20) for fish curry.

“We initially spent some time researching what sort of recipes would appeal to the public here. We also fine-tuned our recipes based on feedback we received from our customers. “But I am glad to say that we are now at a stage where we are able to cater to our customers’ needs, without compromising the authenticity of our dishes,” she said.

Making their mark in every home

In 2009, with Rempah Malaysia rapidly gaining popularity, Reuben, and Caroline decided to take a step further by selling frozen and bottled food products so that their customers could put together Malaysian meals by themselves in the comfort of their own homes. The pre-packed chilled products are produced under a subsidiary company, Rempah Foods Ltd.

“They loved our dishes, so we thought it would be a good idea to sell pre-packed “heat and eat” simmer sauces and frozen roti canai. “All they have to do is add vegetables, seafood or the meat of their choice to the sauce while heating it up together with roti canai, and they have a meal,” she said.

Today, over 40 supermarkets in the Greater Wellington region, various specialty and gourmet stores in Auckland, as well as throughout the North Island carry Rempah Food products, which include Rendang Sauce, Dhall Curry, Kurma Sauce, Laksa Sauce, Peanut Satay Sauce, Sambal, Curry, as well as frozen Roti Canai and Garlic Roti Canai. Caroline said that the products will soon be available in the South Island of New Zealand.

“Malaysian food is generally well received since the locals are well-travelled. Wellington in particular has the most Malaysian food outlets,” she said. Caroline said that their customers liked what they tasted so much that they did not have to do much advertising apart from handing out flyers. “All our publicity was by word of mouth, and news about us spread so quickly that we were able to save a lot money by not having to buy any advertising space,” she said.

Starting from scratch

Caroline said that setting up the business from scratch was no easy task and had cost the couple many sleepless nights.

“First of all, raising the initial set up capital was a challenge. Among our other hurdles were finding the appropriate logistics, as well ensuring that our premise and products passed all food safety regulations. “But we persevered and now we have a good business model,” she said, adding that the Malaysian External Trade Development Corporation (Matrade) also provided them assistance under the Malaysian Kitchen Programme, which helps Malaysian businesses in New Zealand.

Caroline said that in total, starting up Rempah Malaysia and Rempah Foods almost four years ago cost approximately NZ$200,000 (RM502,000). Penang-born Reuben, who has prior experience in the food and hotel industry, chiefly runs the operations for the businesses and is the “mastermind” for all the recipes, while Caroline, from Kuala Lumpur, oversees its administration and accounts.

They are now moving the business to set up franchises, beginning with one in Australia, selling Rempah Foods products under a licensed agreement. “We hope to eventually set up similar franchises in other locations (in Australia) so that more people can enjoy a taste of Malaysia,” said Caroline.

Caroline estimates that to start a similar business in New Zealand today would cost between NZ$250,000 and NZ$500,000, depending on its size.

“I would suggest to any Malaysian who wants to start a business here to first of all, visit and have a first-hand feel. “In my opinion, the best way to go would be to start a franchise because it would be starting a business with an already proven (business) model,” she said.

-thestar online.

www.rempah.co.nz

Malaysian restaurants cook up a storm overseas

Malaysian restaurants under the brand name Malaysia Kitchen Programmes (MKP) are slowly but surely gaining a foothold in the overseas markets.

International Trade and Industry Minister Datuk Seri Mustapa Mohamed said there was a 42.5 per cent increase in number of new Malaysian restaurants registered with MKP. In terms of revenue, participating MKP restaurants in the US, UK, Australia and New Zealand registered a combined 23.7 per cent increase in revenue.

"Going forward, leveraging on the image and growing popularity of MKP to win confidence of consumers in the market, efforts are being taken to bring Malaysia into every home in targeted markets through supplies of products and services," he told a news conference here, last night.

The MKP, with the primary objective to brand Malaysia through its cuisine, began in 2006. It has gone through various agencies and ministries, such as the Economic Planning Unit and the Ministry of Entrepreneur and Co-operative Development. It was then put under the Ministries of Tourism and Foreign Affairs before it was assigned to the Malaysia External Trade Development Corporation (Matrade) in late 2009.

Mustapa said over the past two years, MKP has evolved to become a national branding initiative. Through an integrated and holistic approach, the MKP introduces Malaysian products and services that spans from food to non-food. It has also elevated Malaysia's offerings in tourism in major cities such as New York, London, Sydney, Melbourne, Perth, Auckland and Wellington.

In 2010, a survey showed that there were 454 Malaysian restaurants worldwide located mainly in Australia, the US, the UK, Canada, Indonesia, Thailand, China, Hong Kong, Netherlands and New Zealand. This year, the number of Malaysian restaurants worldwide has risen to 647.

Mustapa said Matrade' promotional initiatives in 2010 were focused on "creating a buzz" in seven major cities in four mainstay markets, namely the US, the UK, Australia and New Zealand. A year later, it was expanded to include three cities in China and Hong Kong.

"The number of restaurants has increased about 42.5 per cent since the relaunch of MKP in 2010," he said. The minister added that about 1.3 billion people in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington learned about Malaysia through the MKP media programme.

Currently, some 1,056 Malaysian product lines representing 265 brands are on the shelves of 50 mainstream supermarkets in London, New York, Sydney and Auckland. Besides, a total of 864 reviews on the MKP's activities undertaken were lodged in the largest On-line Food Guide in London and New York.

For the first time, Malaysian restaurants have received Michelin awards in New York and recognition in Hong Kong. Mustapa said the Malaysia Kitchen Programme has also spurred more Malaysian franchises abroad and led to the establishment of a Malaysian restaurant association in the United Kingdom.
-business times.
www.malaysiakitchen.my

Pasar malam shakes up Trafalgar Square

LONDON: A flood of Malaysian food stalls took over Trafalgar Square in the second instalment of Malaysia Night here. Taking the form of an authentic Malaysian pasar malam created by Malaysia Kitchen, the event on Friday was to showcase Malaysian cuisine and culture. About 25,000 Londoners visited the night market that had 25 outlets selling Malaysian favourites, including beef rendang, nasi lemak andsatay.

The event, which started at 3pm, was best patronised when people began returning home from work. One of them was accountant Diane Peterson, who said: “I actually had other dinner plans, but upon catching the smell of satay, I could not resist diverting here.”

Malaysia Night was launched by High Commissioner Datuk Zakaria Sulong and graced by London Deputy Mayor Richard Barnes. Speaking to Bernama, Zakaria drew attention to the event which has been held for two years in a row.

It is understood that the allocation of a spot in Trafalgar Square is highly competitive. Malaysia External Trade Development Corp CEO Dr Wong Lai Sum said the event was to build on the existing market presence of Malaysian cuisine overseas.

-thestar online.

All about Malaysian noodles at NY food celebration

NEW YORK: Noodles will be the feature of the Malaysia Kitchen for the World event to be held here on Sept 27. Touted by Malaysia External Trade Development Corporation (Matrade)as the "ultimate street food celebration", it will be the first-ever Malaysian Noodle Festival featuring a variety of Malaysian noodle-based dishes by restaurants in New York City and the Tri-State area.

The Malaysia Kitchen for the World is part of Matrade's campaign to promote Malaysia's cuisine and restaurants in New York. The event is likely to attract crowds, as the last Malaysian kitchen programme event held at the same venue drew office and other workers during their lunch break or after office hours.

According to Matrade's New York office, the food stalls will have a colourful setting, dotted by tents, umbrellas and exotic lanterns that remind one of the open-air markets in Kuala Lumpur, Penang or Malacca. It says the Malaysian Noodle Festival will feature a wide range of flavours and textures from "laksa" to stir-fried "Hokkien Mee", with the bountiful offerings drawing on Malay, Chinese and Indian influences.

Matrade sources told Bernama that the food will have a nominal price range of USD4 to USD8 (about RM12 to RM24). Matrade has described the Malaysian Kitchen for the World as a global initiative aimed at "educating and informing consumers" about Malaysian cuisine and Malaysian restaurants throughout the world.

-thestar online.

Masakan Perlis dipromosi di Jepun

OSAKA 12 Jun — Keenakan masakan Perlis dipromosikan di Jepun dengan sebuah restoran milik rakyat Malaysia yang terletak di Osaka dipilih sebagai lokasi promosi itu. Raja Muda Perlis, Tuanku Syed Faizuddin Putra Jamalullail melancarkan promosi itu di restoran Al Famosa yang diusahakan oleh Alton Chan, 44, yang berasal dari Pulau Pinang, malam tadi.

Walaupun hanya lima jenis masakan yang disenaraikan untuk dilancarkan namun Alton yang telah 11 tahun mengusahakan restoran itu telah menyediakan sembilan jenis masakan Malaysia. Raja Muda berharap promosi itu akan turut membantu mengetengahkan Perlis kepada masyarakat Jepun. Sempena pelancaran itu, baginda turut menyerahkan risalah pelancongan Perlis untuk diedarkan oleh restoran Al Famosa kepada para tetamu yang terdiri daripada rakyat Jepun.

Sementara itu, Alton yang fasih bertutur dalam bahasa Melayu, Jepun, bahasa Inggeris, Kantonis dan Hokkien berkata, beliau akan memanfaatkan promosi itu untuk memikat lebih banyak pelanggan ke restorannya. Walaupun promosi itu hanya untuk dua minggu tetapi beliau bercadang untuk mengekalkan menu masakan Perlis di restorannya. Lima menu utama yang disenaraikan sepanjang promosi itu ialah nasi kandar Perlis, bihun goreng Kangar, kari ayam Arau, roti jala A”la Kuala Perlis dan sate ayam Ku Puan.

Bagaimanapun, sempena pelancaran promosi itu, beliau telah menambah empat menu lagi termasuk kangkung belacan, tomyam, nasi goreng telur masin dan ikan goreng bersambal. Katanya, walaupun peluang perniagaan wujud di Malaysia termasuk di tempat kelahirannya di Tanjong Tokong, Pulau Pinang namun kini beliau bertapak kukuh di Osaka.

- Bernama

Gambar arkib: Pelancongan Kini

Matrade Bags Two Awards For Malaysia Kitchen Campaign

KUALA LUMPUR, May 20 (Bernama) - The Malaysia External Trade Development Corporation (Matrade) has bagged the gold and bronze award for branding and reputation in the "Malaysia Kitchen for the World campaign" held in New York City on May 10.

The campaign, launched last year in New York, was aimed at placing Malaysian restaurants and cuisine on the world map. "We are thrilled to have received these awards. "In addition to placing Malaysian cuisine firmly in the spotlight, Malaysian food products were now on the shelves of numerous Asian grocers and specialty stores, popular US supermarkets and hypermarkets, thus creating a greater awareness for Malaysian food products," said New York Trade Commissioner Wan Latiff in a statement today.

-Bernama.

Aussies love laksa

MALAYSIAN cuisine such as laksa and curry are popular with Australians, according to Sydney tourism public relations officer Georgia Ditton. She said Malaysian food was attractive enough to whet the appetite of everyone.

Ditton said Australians were getting more familiar with Malaysian cuisine as many outlets and restaurants had been opened following her tourism agency’s close collaboration with the Malaysia External Trade Development Corporation (Matrade) to introduce the country’s food. “As for me, I love rendang very much,” she said, adding that she had been attending cooking classes in Kuala Lumpur and Langkawi over the past few days.

Delicious soup: Japanese tourist Yukari Burgess (left) cooking laksa at E&O Hotel together with other tourists.

Together with four other Australian journalists and public relations personnel, they arrived in Penang on Tuesday as part of a six-day trip organised by Matrade to promote the country’s culinary delights. The group members, who had earlier visited Kuala Lumpur and Langkawi, will write about their experiences for their respective publications upon their return to Australia. 

Ditton, who is visiting Malaysia for the first time, said she had her first-hand experience in cooking a local delight — laksa. “Food is an important part to learn about a particular culture, and I think that foreign tourists enjoy discovering Malaysia by eating the local food,” she said during a cooking class at Eastern and Oriental (E&O) Hotel on Wednesday.

Choices aplenty: Marina Hogan (right) and Sally Webb shopping for laksa ingredients at the Chowrasta Market for the cooking class.

Guided by a chef, the visitors were seen cooking soup, making chilly paste, removing fish scales, cutting pineapples and peeling cucumber in trying to make laksa as close as possible to the local taste. Besides the Australians, the cooking class was also joined by several other tourists from Canada, Macau and Japan. An Australian magazine’s sub-editor, Alexandra O’Brien, also from Sydney, said the trip had provided her with a better insight into Malaysian food and its multi-cultural society.

“I used to be confused about Malaysian cuisine as it is a fusion of Chinese, Indian and Thai varieties. “But I think the trip has taught me to learn more about the country’s multi-ethnic society rather than to distinguish its type of food,” she said.

Hands-on experience: (From left) Australian journalists and public relation personnel, Heather Mollins, Marina Hogan, Sally Webb, Alexandra and Ditton comparing notes during the laksa cooking class.

Perth travel writer Marina Hogan said she enjoyed buying laksa ingredients together with the other participants at Chowrasta Market in the morning. “It is interesting to learn about the local community by exploring the markets. “The things sold there always reflect the real lives of the people,” she added.

-thestar online.

Rasa Sayang first to offer local cuisine on Oxford Street

The newest venture from the owners of Rasa Sayang restaurant in London officially opened recently with a grand ceremony. Rasa Sayang Express is the first Malaysian restaurant to open on Oxford Street, one of London’s busiest shopping streets, in the heart of the West End. Aiming to make Malaysian cuisine available for everyone, the good-sized portions, efficient service and affordable prices mean that customers can be in and out in 30 minutes – perfect for busy shoppers on Oxford Street.

Guests of honour included the High Commissioner of Malaysia Datuk Zakaria Sulong, who officiated at the restaurant’s opening, Deputy Finance Minister Datuk Donald Lim, Deputy High Commissioner Datuk Rustam Yahaya and director of National Heritage for MICCM Nooraine Mohd Noordin. The Malaysia Tourism Board also supported the event, with Abdul Rauf Abu Hassa (director) and Sharon Ho (deputy director) both present.

One for the album: (From left) London Matrade commissioner Raja Badrulnizam Raja Kamalzaman, Lim, Chen, Zakaria and Wendy Chen with (back row) Abdul Rauf at the opening of the restaurant.

After a welcome cup of teh tarik, guests were invited to sample Malaysian cuisine, which exemplified Rasa Sayang Express’s innovative approach of serving the top 10 most popular Malaysian dishes including Nasi Lemak, Beef Rendang, Curry Chicken, Satay and Roti Canai. Entertainment was provided in the form of a traditional Chinese lion dance, set to Malaysian beats, which attracted passers-by. As well as bringing prosperity and fortune to the restaurant for the coming year, the dance gave shoppers a taste of Malaysia.

Restaurant owner and president of the Malaysian Restaurant Association in the UK, Teddy Chen explained: “I am happy that my team here can begin to educate people about what Malaysian food is and help promote Malaysia as a whole, not only as a tourist destination but also as a centre for trade.” Zakaria congratulated Chen on the opening of his second restaurant, expressing his support for investment in restaurants and hospitality in the UK and finally wishing the Malaysian community in the UK a merry Christmas and a happy New Year.

The opening of Rasa Sayang Express is just one of the events that is part of a bigger, nationwide campaign to promote Malaysian cuisine and culture in the UK. The Malaysia Kitchen campaign is a Malaysian government initiative supported by Malaysia External Trade Development Corporation (MATRADE), which aims to encourage consumers in the UK to visit Malaysian restaurants and experiment with the inspiring tastes of Malaysian cuisine. For more information on the restaurant, visit www.rasasayangfood.com.

-thestar online.

Restoran milik rakyat Malaysia menang anugerah di Vietnam

KUALA LUMPUR 17 Nov. - Sebuah restoran yang menyediakan makanan halal milik rakyat Malaysia di bandar raya Ho Chi Minh memenangi anugerah The Guide Awards 2010 buat kali kedua berturut-turut. Restoran tiga tingkat Halal@Saigon yang terletak bersebelahan dengan masjid pusat dan hotel mewah Sheraton itu dinobatkan sebagai Outlet Makanan Terbaik dalam satu majlis penyampaian anugerah anjuran Vietnam Economic Times, yang memberi pengiktirafan kepada usahawan terbaik dalam sektor perkhidmatan dan pelancongan. Pakar nutrisi, Dr. M. Shimi Sumathi yang membangunkan restoran itu berkata, 125 pengusaha bidang pelancongan terkemuka di Vietnam, termasuk hotel-hotel bertaraf lima bintang, disampaikan dengan pelbagai anugerah dalam majlis yang diadakan di bandar raya Danang baru-baru ini.

"Ia merupakan pengiktirafan kepada perkhidmatan dan kualiti makanan yang kami sediakan, di samping turut memberi pengiktirafan kepada masakan Malaysia," katanya. Dr. Shimi yang dilahirkan di Taiping dan menetap di Vietnam lebih 15 tahun, merupakan pengarah urusan kepada Prime Suppliers yang mengendalikan perniagaan farmasi. "Permintaan kepada makanan halal Malaysia dan Vietnam di bandar raya Ho Chi Minh amat tinggi, itu sebabnya saya bertekad untuk buka restoran," kata Dr. Shimi yang juga merupakan Presiden Dewan Perdagangan Malaysia- Vietnam.

"Walaupun terdapat beberapa tempat menjual makanan halal di bandar raya, namun tidak banyak yang menyajikan pelbagai masakan Malaysia, India, barat dan citarasa tempatan dalam satu tempat, itu sebabnya restoran kami amat popular," katanya. Dr. Shimi membuka restoran itu pada Februari 2009 dengan menggunakan khidmat tiga chef tempatan dan tiga chef Malaysia. Ia menawarkan makanan Malaysia seperti mi mamak, roti canai, makanan barat dan Vietnam seperti claypot ikan, popia basah dan siput panggang. Dr. Shimi berkata, pelanggannya termasuk kalangan penduduk tempatan, ekspatriat dan rakyat Malaysia yang mengunjungi bandar raya itu. - BERNAMA