Available via license: CC BY-NC 4.0
Content may be subject to copyright.
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
20
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global
Cuisine
(The Case of Malaysian Kitchen Program in The United Kingdom)
Tasha Ayu Shalihan Putri1
International Relations Study Program (alumni)1
Faculty of Humanities, President University1
tashayu68@gmail.com
Riski M Baskoro2
International Relations Study Program2
Faculty of Humanities, President University2
riskibaskoro@president.ac.id
ABSTRAK
Kampanye “Malaysia Kitchen for The World” dirancang oleh pemerintah Malaysia
sebagai bagian dari praktik usaha gastrodiplomasi yang berakar pada diplomasi
budaya. Oleh karena itu, tujuan dari penilitian ini adalah untuk melakukan
identifikasi dan memberikan analisis detail terhadap implementasi kampanye
“Malaysia Kitchen for The World” di Inggris pada tahun 2010 sampai 2015 dengan
menggunakan teori-teori studi Hubungan Internasional, yang terdiri dari diplomasi
publik, diplomasi budaya dan gastrodiplomasi. Penelitian ini menggunakan
metode kualitatif dengan pendekatan studi kasus menggunakan jurnal, artikel
dan buku sebagai sumber sekunder yang diikuti oleh sumber dari MATRADE dan
publikasi resmi pemerintahan Malaysia sebagai sumber utama. Temuan dari
penelitian ini adalah bahwa masakan Malaysia merupakan elemen penting bagi
pemerintah Malaysia untuk mempromosikan kekayaan budaya Malaysia, branding
bisnis lokal dan meningkatkan kesadaran global akan makanan Malaysia di ranah
internasional, khususnya di kalangan warga negara Inggris.
Kata Kunci: Malaysia Kitchen for the World, Diplomasi Publik, Diplomasi Budaya,
Gastrodiplomasi, Makanan Malaysia
ABSTRACT
The “Malaysia Kitchen for the World” campaign, designed by the Malaysian
government, acts as a practical effort of gastrodiplomacy that is rooted in the
sphere of cultural diplomacy. Thus, the purpose of this research is to identify the
implementation of the “Malaysia Kitchen for The World” campaign in the United
Kingdom between 2010 and 2015 and to provide a detailed analysis using the
theories of International Relations which consist of public diplomacy, cultural
diplomacy and gastrodiplomacy. This study employs a qualitative method with a
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
21
case study approach, using secondary sources consisting of journals, articles and
books followed by primary sources from MATRADE and Malaysian government
official publications. The findings of this research are that Malaysian cuisine is an
essential element for the Malaysian government to promote Malaysia’s cultural
richness, brand local businesses and raise global awareness of Malaysian food in
the international arena, particularly among British citizens.
Keywords: Malaysia Kitchen for The World, Public Diplomacy, Cultural Diplomacy,
Gastrodiplomacy, Malaysian cuisine
1. Introduction
When discussing the richness and wealth of choices available in Malaysia
that form their local food, it cannot be separated from their historical background.
Malaysian history began with the transmission of Malacca harbor, which started
operating as a significant port for commerce throughout Malaysia's bordering
countries such as Thailand, Indonesia, China, The Middle East and Indonesia in
the early 15th century. It is mentioned as one of the causes of flavorful Malaysian
cuisine since multicultural interaction happened within the time frame (Mohd Nazri
Abdul Raji, 2017). Hence, the many cultures and ethnicities that illustrate Malaysia
as a country are due to its influence by the arrival of traders from Persia, India,
Arab, Indonesia, and China that were later based in Malacca as the centre of Inter-
Asian trade (Meilink-Roelofsz, 1962).
Omar (2018) also specifies that the diverse background each settler, such
as Indian, Arabian, Thai, Chinese, Indonesian and Portuguese make up Malaysia’s
local cuisine formulation. In essence, the cultural assimilation process amongst
the native population and foreign settlers in Malaysia during in the 15th century
contributed to the development of Malaysian cuisine, in which Malaysian food
identity is characterized through either assimilation or adaption of the culinary
collection derived from the multi-ethnic population of Malaysia consisting three
main ethnicities: Malay, Chinese and Indian (Noriza Ishak M. S., 2019).
Adding colonialism to the historical list, the arrival of European traders who
later became part of the colonial government in turn contributed to the formation
and development of Malaysian cuisine, including the Nyonya cuisine or also known
as Peranakan cuisine. When Malaysia and Singapore were under British colonial
administration in 1785, after the Portuguese conquest of Malacca in 1511 and the
Dutch subjection in 1611, some Indians and Chinese were moved to work in
rubber plantations while some other Chinese were put to work in tin mines. As the
influence of Indian and Chinese workers continues to contribute to the
development of Malaysian culture, language, and cuisine, the Chinese and Indian
migrants in the 19th and early 20th centuries began to integrate into Malaysian
society and continue to become one of the country's majority groups (Omar S. R.,
2018).
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
22
The Peranakan cuisine was born from the combination of cooking
ingredients and techniques adapted by Chinese migrants who married Malaysian
local women who resided around the ports and indigenous women of Acehnese,
Javanese, Balinese and Batak ethnicities originally from Indonesia (Karim C. Y.,
2016). Thus, the mixture of all the afore-mentioned cultures in cooking ingredients
and techniques between began to form a new set of cooking habits and tastes due
to its process of adaption and acculturation through inter-racial marriages (Youri
Oh N. F., 2019). Further explained by Karim (2016) and Youri Oh (2019), the
famous ayam buah keluak, Penang asam laksa, ayam pongteh, achar, fish head
curry and prawn chili paste are examples of Peranakan cuisine.
Supported by the research of Youri Oh (2019), laksa, the well-known dish
of Peranakan cuisine, is the dominant food that can be distinguished by its taste,
given the geographical proximity of each bordering country. Penang laksa, also
known as Asam Laksa (Figure 1), uses mainly chili, herbs, shrimp paste, lime,
galangal and tamarind which produce a sour and tangy flavor, shows clear evident
that it bears a Thai influence. Meanwhile, Malaccan laksa, also known as curry
laksa, is a curry-like noodle soup cooked with authentic Malaysian herbs such as
curry leaves, cumin, chicken and/or prawns, fish balls, fried tofu, belachan, chili,
and added with Indonesian influence, which comes in the form of coconut milk
that gives sweeter flavor.
Figure 1 Asam Laksa (Bake with Paws, 2017)
Therefore, the Singaporean and Malaccan laksa usually appear to be
sweeter and less spicy than Penang laksa (Karim C. Y., 2016). By identifying the
dish by the name of its origin, for example, Penang laksa or rice noodle soup that
originates from Penang state, it preserves the authentic ingredients and spices
from the region (Naili Nahar, 2018).
Moreover, Omar (2018) and Nazri Abdul Raji (2017) further explain that
the Islamic conduct and halal practice regarding the consumption of halal food in
Malaysia are the persistent legacy of Arabian traders that arrived in Malacca
around 1400-1511, during the era of Melaka Sultanate. The high movement of
trade activities with other Muslim communities such as those from Indonesia and
The Middle East also involved preserving the halal and Islamic practice.
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
23
Malaysian cuisine may already be familiar to UK residents, giving the image
of Malaysia as a culturally diverse, vibrant, and enthusiastic country with a unique
cuisine. The government puts emphasis on expanding its gastrodiplomacy act
through Malaysian restaurants and raising more awareness of Malaysian cuisine
in The United Kingdom. For example, by serving home-cooked style Malaysian
food, Laksamania Restaurant in London contributes to the presentation of
Malaysian cuisine to Londoners with their signature dish, laksa, one of the
Peranakan food (Figure 1.3). Through trial and error in discovering and expanding
his own personal Laksa taste, Malaysian chef Danny Tan presents his laksa dishes
to residents of London and beyond.
While attempting to reach out to potential customers, advertising and
marketing efforts are put by Laksamania Restaurant in order to achieve the
desired results: raising awareness of Malaysian cuisine. In addition, they regularly
communicate with fans through cuisine posts and story videos on laksa history on
the official Instagram account of "Laksamania.". With primarily five-star reviews
on TripAdvisor, Laksamania Restaurant is said to embody Malaysian taste
authentically and yet able to appeal to local palates. Furthermore, the ratings
include a service evaluation:
“One of the friendliest eateries we've visited is Laksamania.
Dare I say it, the service was impeccable. We were made to feel
at ease by each waitress and waiter.”
Indeed, by producing and serving Malaysian cuisine and being courteous,
they serve as informal "Malaysian ambassadors," representing Malaysia in
multiple markets worldwide (Jalis M. H., 2016).
2. Malaysian Gastro Diplomacy Through “Malaysia Kitchen for the
World” Campaign
At the end of 2006, the government proposed a unique project to promote
the country's cuisine (9th Malaysian Plan 2006-2010). The government introduced
the Malaysia Kitchen Program through the Economic Planning Unit (EPU), as the
Ministry of Tourism of Malaysia (MTPB) is entirely responsible for promoting and
supporting the country through a series of instruments such as the flora, fauna,
and heritage destinations as attractions. However, what can be more appealing to
the foreign visitors is the usage of national cuisine that creates more traveling
excitement towards Malaysia. It is also going in line with the statement of the
Director-General in the Malaysian Tourism Department that the image of a
"gastronomy paradise" is what Malaysia wished to be perceived.
“Because it enhances the visitor's experience, food has become a
valuable tourism commodity for our country. We are confident in
our ability to attract visitors to our coastlines and offer them a
taste of Malaysia, which is “Malaysia, Truly Asia” flavor.” (Mohd
Hairi Jalis M. I., 2009)
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
24
However, in 2010, the government launched the “Malaysia Kitchen for The World”
replacing the Malaysia Kitchen Program (MKP), focusing on four markets: the
United Kingdom, the United States, China, and New Zealand by sending Malaysian
gastro diplomats to events and food festivals such as night markets in influential
cities such as Los Angeles, New York, and London as well as investing in
international Malaysian restaurants to achieve the multi-cultural and vibrant
country image (Diplomacy, 2015). The shifting administration in 2009 of the MKP
from Tourism Malaysia (MTPB) to Malaysia External Trade Development
Corporation (MATRADE) happened due to the suspicion about the use of MYR130
million worth of investment by the officials in MKP, which resulted in minimum
progress (Jalis M. H., 2016).
As viewed by Awang (2013) and Zhang (2015), gastrodiplomacy is a
practice under public diplomacy and applicable to any soft power scale, where soft
power rises as a nation's tool to create cross-cultural awareness. Thus,
gastrodiplomacy can be practiced in broader representations and skills – through
state and non-state actors. Hence, while implementing the "Malaysia Kitchen for
The World" campaign, it describes the role of state and non-state actors as the
main drivers: MATRADE as an agency that is under the patronage of the Ministry
of International Trade and Industry (MITI) and EXIM Bank Malaysia, which
facilitates and runs the campaign, was established under Ministry of Finance (MOF)
(Jalis M. H., 2016).
2.1 Malaysia External Trade Development Corporation (MATRADE)
According to Jalis (2016), the government has attempted to shift the focus
from tourism attraction to business and trading with the support of MITI. Thus,
the government has added another marketing tactic by introducing Malaysian
agricultural commodities and food products as part of Malaysian cuisine identity
awareness in order to increase demand for Malaysian cuisine and food products
through the Malaysia Kitchen series of events and restaurant chains. The
strategies are well aligned with MITI’s strategies and policies.
Measures will be undertaken to enhance the competitiveness of and exports
of Malaysian foods:
- Developing a specific theme for recipe-based ethnic food products; such
as ‘Malaysia The Taste of Asia’ and ‘Malaysia – The Truly Asian Kitchen’;
- Developing programs with Tourism Malaysia to promote Malaysian food
overseas;
- Enhancing the role of MATRADE in promoting agro-based products;
- Promoting the establishment of Malaysian food outlets and restaurants
overseas.
Figure 2. Resource Based Industry MITI Chapter 14 (Ministry of International
Trade and Industry, n.d)
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
25
Food processing companies will be encouraged to expand and diversify their
product range in the targeted growth areas:
- Convenience foods, with a focus on the growing niche market for ethnic
foods;
- Functional foods, focusing on developing products using Malaysian traditional
herbs;
- Food ingredients; and
- Halal foods.
Figure 3. Food Processing Industry MITI (Ministry of International Trade and
Industry Malaysia, n.d)
According to Jalis (2016), in his research paper titled “An Analysis of the
Integration of Local Cuisine into International Destination Marketing Strategies for
Malaysia”, MITI launched the new MKP promotion in London with the aim of raising
global awareness of Malaysian cuisine and restaurants. He confirms:
“The launch of MKP in London could raise public awareness of
Malaysian culture and heritage through its diverse range of
cooking methods and culinary traditions, resulting in a unique
characteristic of a nation.” (MATRADE, 23 April 2010)
MATRADE collaborates with EXIM Bank, which is under the Ministry of
Finance (MOF), to create Malaysia Kitchen Financing Facility (MKFF)’s whose
functions are to provide financial facilities to Malaysian entrepreneurs through
MOF-distributed funds for the purpose of;
1. The establishment of a new restaurant in a foreign country;
2. The expansion of an existing restaurant or the formation of new
outlets; and
3. The international expansion of a Malaysian food franchise and
homegrown food (Malaysia Kitchen Restaurant Programme by
MATRADE and EXIM Bank, 2019).
According to The Star News, by presenting financial assistance and support
through Malaysian government, such as loans worth up to 90% of funding at a
low-interest rate of 3% to assist local restaurateurs in opening outlets overseas,
the setup priority for 2015 was to have 8,000 Malaysian eateries overseas. Jalis
(2016) elaborates further about the terms and conditions before the applicant
receives approval. The MKP Units must review applications from restaurant
businesses and conduct research towards market studies, covering;
1. Market investigation for Malaysian cuisine demand around area;
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
26
2. Laws, provisions, and regulations for establishing a restaurant
business in a specific potential area; and
3. The availability of ingredients in surrounding areas..
The EXIM Bank also goes above and beyond to give assistance to
restaurateurs with a fresh start by conducting targeted market research. In
addition, they continue to keep watching the restaurant's performance even after
it has successfully opened. The reason behind all this observation is to ensure that
the restaurant owners can survive and repay the loan (Jalis M. H., 2016). As
confirmed by the managing director and CEO of EXIM Bank, Datuk Adissaidikin
Ali, the loan is only available to Malaysian-owned businesses that meet the
eligibility requirements;
1. Malaysian owned and/or controlled companies with a minimum
shareholding of 51% either incorporated in Malaysia or in the country
of operation;
2. Related working experience of either one (1) year in managing an
overseas restaurant or three (3) years locally; and
3. Open to Malaysian-owned franchise.
One of the specifications of the loan is that the restaurant must serve Malaysian
food, which is also defined in the terms and conditions sheet as “food that is
traditionally and customarily consumed by Malaysians.” (Berhad, n.d.).
3. “Malaysia Kitchen for the World” Campaign in the United Kingdom as
Diplomatic Tools
Since the first premiere of Thailand's initiative with the "Global Thai"
campaign to promote their national food abroad in February 2002, termed as
"gastrodiplomacy" by The Economist, the use of national cuisine has grown in
popularity (Lipscomb, 2019). The sense of gastronomy and diplomacy itself relates
to the gastrodiplomacy concept, which is how countries conduct diplomacy
through the promotion of national food overseas (Rockower P. S., Recipes for
Gastrodiplomacy, 2012).
Food has evolved into a "cultural image" that depicts individuals of a region
and their culture over the past few years. According to Youri Oh (2019), having
traditional cuisine as a cultural product would expose one's identity, such as
cooking skills (method and technique), ingredients and eating behavior that
distinguish the cuisine. Thus, the analogy of "you are what you eat" will create
a sense in mind that food is part of who we are and will define us (Almerico, 2014).
As a result, gastronomic culture will reflect and reaffirm societal or individual
identities and form national cuisine (Youri Oh N. F., 2019). In this context,
Malaysian cuisine identity is defined as a collection of multi-ethnic culinary
diversity derived from a blend of Malay, Chinese, and Indian flavors that have
been known for their balanced taste of spice, mildness, sourness and sweetness.
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
27
As a result, acceptance of cross-cultural assimilation could be inclined to the
creation of food identity (Noriza Ishak M. S., 2019).
According to Lipscomb (2019), in favor of the practice of gastrodiplomacy,
the state as the primary actor initiates, directs and funds the gastro diplomacy
efforts. In this case of “Malaysia Kitchen for The World” campaign, MATRADE and
MKFF are fully present as Malaysian government initiatives in practicing gastro
diplomacy. Adding private entities, enterprises and individuals to the supporting
role to maximize the implementation also contributes to the country's
gastrodiplomacy exertion. This can be seen in the opening of Malaysian
restaurants abroad which involves the restaurant owners, and it also explains the
contribution of private entities and enterprises who promote the gastrodiplomacy
activities.
The urge to showcase its country's cultural richness in the UK through the
"Malaysia Kitchen for The World" campaign in 2010 was by equating
gastrodiplomacy practice to other tangible materials of national identity such as
the national flag and anthem, meaning that national cuisine can be regarded as a
powerful and non-spoken way to communicate regional or national symbol
identities (Awang, 2013). Hence, it is an attempt to boost Malaysia's image as
arranged by the government. It can be seen from the discussion how the
Malaysian government tries to practice the use of food as a diplomatic tool to
engage intimately with international audiences by consistently working towards
the implementation.
The visualization of how Malaysia's gastrodiplomacy practice was
implemented in the United Kingdom from 2010 to 2015 will be specified by the
author through the table below, which contains specific events and activities that
were conducted during the timeframe of "Malaysia Kitchen for The World"
campaign. The author also focuses on the actors' involvement in specific events
and actions, including state and non-state actors that implemented public, cultural
and gastrodiplomacy concepts.
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
28
Events
Year
Location
Goals
Actors
Involved
Actors Comment
Malaysia
Kitchen at
London
Restaurant
Festival
Market
2010
Old
Spitalfields’
Market
Promoting
the Malaysian
food and
authentic
Malaysian
products to
the festival
visitors
London
Restaurant
Festival
Organizer
and
Malaysian
Restaurant
Association
UK
Teddy Chen,
Malaysian Restaurant
Association Chairman
"The association is
continuing its
promotional drive
with 21 Malaysian
restaurants
participating in this
year’s London
Restaurant Festival”
Malaysia
Kitchen at the
Nottingham
Games
2010,
2011
Nottingham
University
Supporting
the
Nottingham
Games and
creating
awareness to
the game
visitors about
Malaysian
kitchen
campaign
Nottingham
Games
Organizer,
Nottingham
University
and Trade
Commissione
r of Malaysia
Raja Badrulnizam,
Trade Commissioner
of Malaysia "We want
to support the games
and create
awareness and
promote about
Malaysian kitchen
campaign in UK"
Malaysia
Kitchen
Campus Tour
2010
City
University
London,
London
South Bank
University,
London
School of
The Arts,
University
College
London, and
London
School of
Economics
Promoting
Malaysian
food to
university
students
across
London
City
University
London,
London
South Bank
University,
London
School of The
Arts,
University
College
London and
London
School of
Economic
A student at London
School of Arts, "I
love Malaysian food"
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
29
Malaysia
Kitchen at
MasterChef
Live
2010,
2011
London
Olympia
Showcasing
Malaysian
cuisine to the
Master Chef
participants
to get more
exposure to
MasterChef
viewers
MasterChef
Live,
Malaysian
Kitchen
Ambassador
Rick Stein, Malaysian
Kitchen Ambassador
“Master Chef is a
good event to
partner with
Malaysian Kitchen
because people that
have come to the
show will be
interested in
Malaysian cuisine”
Malaysia
Kitchen
Regional Tour
2010,
2011,
2014
2010
(Manchester
,
Birmingham
, Norwich,
Esher and
Beckenham)
,
2011(Cardiff
, London,
Birmingham
,
Nottingham
and
Manchester)
, 2014
(Liverpool,
Birmingham
, Bristol,
London and
Brighton)
2010
(Offering
shoppers
across UK
free samples
of Malaysian
food to raise
awareness
about
Malaysian
cuisine),
2011
(Sharing the
delights of
authentic
Malaysian
street food
with the
British
public), 2014
(Cooking
demonstratio
n of popular
Malaysian
dishes to
raise the
awareness of
the people)
2010 (Malay
Taste Paste),
2011 and
2014
(Malaysian
Kitchen
Ambassador)
Norman Musa, Head
Chef of Malaysian
Regional Tour 2011
"The feedback from
the people who tried
my food, they liked it
and they wanted to
go to the restaurant"
and May Chong, Chef
of Malaysian Regional
Tour 2014, "People
who have stopped to
watch the
demonstration have
asked about the
recipes and taken the
recipe cards”
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
30
Malaysia
Kitchen
Winter Market
and Taste of
Winter
2011,
2015
2010 at
Westfield
and 2015 at
Tobacco
Docks
2010 (selling
Malaysian
food and
showing
cooking
demonstratio
n to shoppers
in Winter
Market),
2014
(promoting
Malaysian
food and
product and
performing
cooking
demonstratio
n)
2010 (Winter
Market
Organizer,
Malaysian
High
Commissione
r, Trade
Commissione
r of
Malaysia),
2015
(Malaysian
Kitchen
Ambassador)
Datuk Zakaria
Sulong, Malaysian
High Commissioner,
"Westfield is one of
the biggest shopping
centres in the Europe
so hopefully a lot of
people take the
samples of Malaysian
food,” and Ping
Chomber, Malaysian
Chef at Taste of
Winter "I think
Malaysian cuisine
definitely begins to
penetrate and it’s
really working”
Malaysian
Kitchen at
Tesco
2012
London
Promoting
two
Malaysian
products sold
in store- Vits
Air Dried
Noodles and
King
Kampong
Chili Sauce
Tesco Stores
and
Television
Chef
Celebrity chef
Caroline Mi Li "Tesco
are now stocking
Malaysian products,
which is fantastic.”
Malaysian
Kitchen at
Westfield
Stanford
2012
Westfield
Stratford
City
Promoting
Malaysian
food and
products to
visitors of
2012 Olympic
and
Paralympic
games.
Malaysian
Kitchen
Ambassador
N/A
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
31
Malaysia
Kitchen
Spring Market
2014,
2015
London
South Bank,
between the
OXO Tower
and
Waterloo
Bridge
Promoting
Malaysian
food by
selling testers
and meals to
visitors
London
South Bank,
Malaysian
Kitchen
Ambassador
Norman Musa,
Malaysian chef,
”Want we want to do
here is that we want
to make a tiny
Malaysia"
Malaysian
Kitchen at the
BBC Good
Food Show
2014
NEC
Birmingham
Showcasing
the flavors
and traditions
of Malaysian
food
BBC Good
Food Show
N/A
Malaysia
Kitchen at the
Commonwealt
h Games
2014
Glasgow
Bringing a
taste of
Malaysia to
visitors of the
Games
Malaysian
Kitchen
Ambassador
N/A
Figure 4. The Compilation of Malaysian Kitchen Event (2010-2015) (Malaysian
Kitchen UK Official YouTube Channel, 2010-2015)
Based on what Rockower has mentioned, this statement helps the author
draw a clear line in Malaysian Kitchen’s series of events:
“Diplomacy that acts by influencing foreign people's hearts and
minds and involving a two-way interaction to meet specific goals
is known as gastrodiplomacy.” (Rockower P. S., 2012).
In the same way, the complete set-up of Malaysia Kitchen activities reflects
Rockower’s statement. It means a two-way interaction between the Malaysian
government and the British people or between Malaysian and British citizens
happens. Several events of Malaysia Kitchen activities (e.g., Malaysia Kitchen at
the Nottingham Games and Malaysia Kitchen Winter Market and Taste of Winter)
were attended by Malaysian government representatives such as Malaysian Trade
Commissioner and Malaysian High Commissioner so they could directly interact
with and promote Malaysian food to British people. Fundamentally, such a
situation demonstrates a gastrodiplomacy concept of the two-way relations
between the government and the people.
Practically, nearly at every event, Malaysian chefs and Malaysian authentic
restaurants took part as primary guests to prepare food and showcase the cooking
process in front of a live audience of British citizens. Thus, while applying the
gastrodiplomacy, such situation is an example of a two-way people-to-people
relation.
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
32
Moreover, using Zhang’s perspective on gastrodiplomacy campaign
strategies that may come in the form of food events, product marketing, coalition
building, education and media relations (Zhang J. , 2015), the author analyzes
campaign strategies used by the Malaysian government in the practice of
gastrodiplomacy. It shows that all those strategies mentioned were used during
the implementation of “Malaysia Kitchen for the World” campaign in the United
Kingdom.
Firstly, one example of a culinary event strategy that is worth mentioning
is the Malaysian Kitchen Regional Tour, in which Malaysian Kitchen ambassadors
travel from one city to another using food trucks. The culinary event was meant to
deliver free samples of Malaysian cuisine and the activities would benefit the
Malays in all spheres, because while demonstrating how to prepare popular
Malaysian dishes, it promoted Malaysian cuisine and restaurants in audiences’
respective cities (Malaysia Kitchen UK, 2010).
Second, in terms of product marketing strategy, one of the events that may
be observed through Malaysian Kitchen at Tesco, when Malaysians attempted to
sell their food product by partnering and collaborating with Tesco stores, where
British citizens often purchase food supplies. As a result, British citizens were able
to buy the ingredients to cook Malaysian meals through this partnership with
Tesco supermarkets at ease.
Third, Malaysian Kitchen at Master Chef Live was one of the events that
genuinely represented coalition-building strategy. The collaboration of Malaysian
Kitchen with Master Chef Live in the United Kingdom to acquire extra exposure is
the example of the strategy. In this situation, viewers and visitors at Master Chef
Live were guaranteed to experience and enjoy Malaysian cuisine while watching
the Master Chef competition. It was no surprise that Rick Stein, Malaysian Kitchen
Ambassador, found Master Chef an excellent event to collaborate with because
those who watched and enjoyed the show most likely would be intrigued
by Malaysian cuisine (Malaysia Kitchen UK, 2010).
Fourth, the educational strategy which existed in the complete series of
activities of Malaysian Kitchen by cooking and presenting Malaysian cuisine
directly in front of British visitors and shoppers. Therefore, it would educate the
audience to make Malaysian food in a simple yet proper way. For instance, in the
case of Malaysian Kitchen Regional Tour 2014, the main agenda was to
demonstrate the process of cooking popular Malaysian dishes with a purpose to
expanding awareness in the British people. According to Chef of Malaysian
Regional Tour 2014, May Chong:
"People who viewed the demonstration specifically asked about
the recipes and took the recipe cards with them." (Malaysia
Kitchen UK, 2014)
Lastly, Malaysian Kitchen on the BBC Good Food Show is an example of a
media relations strategy. Malaysia would market its food at this event, which was
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
33
hosted by the largest British media agency. The government also created the
Malaysian Kitchen UK website and YouTube channel as a means of documenting
every event linked to the “Malaysian Kitchen for The World” Campaign in the UK
(Malaysia Kitchen UK, 2014).
The implementation of the “Malaysian Kitchen for The World” campaign in
the United Kingdom (2010-2015) also had its positive significance, especially in
the aspect of nation branding and culinary market expansion. However,
considering the fact that this is not a successful criterion for justifying the
campaign program, it helps the author analyze to what extent Malaysia's
gastrodiplomacy program has benefited the country.
3.1 The Aspect of Nation Branding in Malaysian Kitchen for the
World
In accordance with Rockower’s “Recipes for Gastrodiplomacy” essay;
“Gastrodiplomacy, promoting a country's gastronomy as cultural
diplomacy, has become a more common approach for a country
in practicing its public diplomacy and nation branding.”
(Rockower P. S., 2012)
This indicates that gastro diplomacy can be used as a tool by a government to
improve its nation branding, either to a specific country or globally. For example,
in the context of the "Malaysian Kitchen for The World" campaign, the author
found that it was a tactic for Malaysia to raise awareness of Malaysian culture
among British people through food as a critical approach. Thus, to deepen the
strategy, Malaysia forms a gastrodiplomacy group of Malaysian Kitchen
ambassadors who incredibly act as critical figures, representing the country and
introducing national Malaysian cuisine to British people to bolster the country's
nation branding strategy in the United Kingdom (Nahar, Karim, Karim, & Ghazali,
2018).
Norman Musa, for example, is a Malaysian chef who served as a gastro
diplomat by presenting and promoting Malaysian cuisine during the series of
Malaysia Kitchen events. According to Norman Musa, who was also the Head Chef
of the Malaysian Regional Tour 2011 and Ning Restaurant:
"People who have tasted my dish have said that they like it and
want to visit my restaurant."
The feedback from the audience describes how British people became more
aware of Malaysian food after tasting it at Malaysian Kitchen events. In addition,
the British also expressed a desire to visit Malaysian restaurants in their respective
cities. Aside from that, the strategy as well sought to boost the popularity of
Malaysian cuisine in the UK and brand Malaysia as a welcoming and warm country.
The same kind of statement was mentioned by Datuk Seri Mustapa Mohamed as
the Minister of International Trade and Industry (MITI) when attending Malaysian
Nights 2015.
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
34
Mustapa said:
“Our agenda is to brand Malaysia as a friendly and warm
country for investment, tourism and education, and to promote
Malaysia as an open and helpful country.”
In view of this, it directly demonstrates how Malaysia wishes to be
perceived by the British people as having those characteristics (Othman,
2015).
One aspect of gastrodiplomacy, according to Zhang, is doing product
marketing of their cuisine through the establishment of restaurant chains,
promoting trade in relation to food products and services. Essentially, that is
precisely what Malaysians did in the United Kingdom to their “Malaysia Kitchen for
The World” campaign. For instance, in several cases, Malaysian Kitchen activities
often showcased their culinary products and service in local market festivals
(Zhang J. , 2015). In this case, it was not merely to promote Malaysian national
food brands or products; it was also to increase the revenue stream for
participating restaurants and chefs. Furthermore, according to MITI official
publications, 47 Malaysian restaurants in the UK opened in 2010, which increased
to 64 restaurants in 2012. In this case, "Malaysia Kitchen for the World" by
MATRADE assisted in creating visibility of Malaysian restaurants, which led to an
increase in customers and the possible expansion of new licensed Malaysian
restaurants.
For example, the Malaysian Kitchen at the London Restaurant Festival
Market is a collaboration with the Malaysia Restaurant Association. Teddy Chen,
the Association's chairman, stated;
"The continuity of its association promotional drive is strongly
linked to 21 authentic Malaysian restaurants at the London
Restaurant Festival."
It demonstrated that those restaurants also found a new market for the Malaysian
food that they produced. Another example of culinary market expansion can be
found in Malaysia Kitchen activities: Malaysia Kitchen at Tesco events where the
campaign provided an opportunity to sell and market Malaysian food in one of the
largest British supermarket chains.
4. Conclusion
To draw a conclusion, it is clear that cultural aspects, such as national
cuisine, can represent a nation globally or in a particular country. Thus, it is what
has happened to Malaysia. Through “Malaysia Kitchen for The World” campaign in
2010-2015, Malaysia had considered using food as a vital element in promoting
Malaysian culture, specifically in the UK that has shared a long journey with
Malaysia as one of the targeted countries. Two conclusions can be drawn from the
overall analysis of Malaysia's gastrodiplomacy practice in the United Kingdom
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
35
through the implementation of the "Malaysia Kitchen for the World" campaign
from 2010 to 2015.
First, the implementation of Malaysia's gastrodiplomacy practice in the
United Kingdom during 2010 – 2015 involved many cultural events related to food
and engaged with many stakeholders, both government and non-government
actors. Malaysian government through MATRADE and MKFF gave its support as
main drivers for the entire campaign, sending top Malaysian chefs as gastro
diplomats to demonstrate Malaysian culture through a set of cooking methods to
promote Malaysian cuisine to the British. Adding to the essential role of gastro
diplomats that act as more than just star chefs, the existence of both Malaysian
restaurants and food events in different regions in The UK, including regional
tours, campus tours and Malaysian Night Festivals, are seen as a maximum effort
implemented by the Malaysian government to showcase its soft power through
the element of food.
Second, the use of food to promote a nation’s culture. Malaysia has
implemented the gastrodiplomacy practice through various events and five
multiple strategies consisting of marketing strategy through food and culture
promotion. Additionally, the food event strategy was interpreted by carrying
various festivals and events to promote Malaysian cuisine and food products.
Following the third strategy was a coalition that involved partnering and
collaborating with Master Chef Live in the United Kingdom. Media relations
strategy included engaging with local media and social media aiming to gain high
exposure for the food campaign as seen from the BBC Good Food Show and an
education strategy that involved teaching and showcasing Malaysian cuisine to the
audiences. All those mentioned gastrodiplomacy strategies have been found by
the author during the “Malaysia Kitchen for the World” campaign within 2010-
2015 in the United Kingdom.
With that being said, it can be concluded from the case of the "Malaysia
Kitchen for the World" campaign in the United Kingdom from 2010 to 2015 that a
gastrodiplomacy campaign is a viable tactic for branding a country's cultural
aspect to another country. National cuisine is used to raise foreign awareness in
a specific country, and food can be used to accomplish the desired goals. In this
sense, national cuisine in gastrodiplomacy practice can serve as a diplomatic tool
between countries.
References
Books
Meilink-Roelofsz, M. A. (1962). Asian Trade and European Influence. In M. A.
Meilink-Roelofsz, Malacca at the End of the 15th Century. Dordrecht
Springer.
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
36
Journal Articles
Almerico, G. M. (2014). Food and identity: Food studies, cultural, and personal
identity. Journal of International Business and Cultural Studies Volume 8,
5.
Awang, N. N. (2013). Conceptualizing Public Diplomacy Social Convention
Culinary: Engaging Gastro Diplomacy Warfare for Economic Branding.
Procedia - Social and Behavioral Sciences, 327.
Ishak, M. M. (2002). Managing Ethinicity and Constructing the 'Bangsa Malaysia'
(a United Malaysian Union). Malaysian Management Journal, 102.
Karim, C. Y. (2016). Historical and contemporary perspectives of the Nyonya
food. Scipedia: Collection of Ethnic Foods, 1.
Karim, C. Y. (2016). Historical and contemporary perspectives of the Nyonya
food. Scipedia: Collection of Ethnic Foods, 2.
Leonard, M., Stead, C., & Smewing, C. (2002). Public Diplomacy . The Foreign
Policy Centre: The Foreign Policy Centre.
Lipscomb, A. (2019, March). Culinary Relations: Gastrodiplomacy in Thailand,
South Korean and Taiwan. The Yale Review of International Studies.
Mohd Hairi Jalis, M. I. (2009). Malaysia Gastronomic Tourism Products;
Assessing the Level of tehir Acceptance among the Western Tourists.
ResearchGate, 42.
Mohd Nazri Abdul Raji, S. A. (2017). Past and Present Practices if the Malay Food
Heritage and Culture in Malaysia. Journal of Ethnic Foods, 222.
Nahar, N., Karim, M. S., Karim, R., & Ghazali, H. M. (2018). The Globalization of
Malaysia National Cuisine: A Concept of ‘Gastrodiplomacy'. Journal of
Tourism, Hospitality & Culinary Arts, 110(1), 42-58.
Naili Nahar, S. A. (2018). The Globalization of Malaysia National Cuisine: A
Concept of 'Gastrodiploamcy' . ResearchGate, 42-43.
Noriza Ishak, M. S. (2019). The Influence of Biculturalism/Integration Attributes
on Ethnic Food Identiity Formation. Journal of Ethnic Food, 2.
Noriza Ishak, M. S. (2019). The Influence of Biculturalism/Integration Attributes
on Ethnic Food Identity Formation. Journal of Ethnic Foods, 2.
Omar, S. R. (2018). Malaysia Heritage Food (MHF): A Review on bits Uniwe Food
Culture, Tradition, and Present Lifestyle. International Journal of Heritage,
Art, and Multimedia, 1.
Omar, S. R. (2018). Malaysian Heritgae Food (MHF): A Review on its Uniwue
Food Culture, Tradition, and Present Lifestyle. International Journal of
Heritage, Art, and Multimedia, 2.
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
37
Rockower, P. S. (2012). Recipes for Gastrodiplomacy. Opinion Rice, 1.
Youri Oh, N. F. (2019). The development of Nyonya cuisine in the. Journal of
Ethnic Foods, 2.
Youri Oh, N. F. (2019). The development of Nyonya cuisine in the Malay
Archipelago: Penang and Malacca Nyonya Cuisine. Journal of Ethnic Foods,
2.
Zhang, J. (2015). The Food of the Worlds: Mapping and Comparing
Contemporary
Gaastrodiplomacy. International Journal of Communication, 9(1), 568-591
Thesis and Dissertation
Jalis, M. H. (2016). An Analaysis of the Integration of Local Cuisine into
International Destinatiion Marketing Strategies for Malaysia. Southern
Cross University, 106-116.
Jalis, M. H. (2016). An Analaysis of the Integration of Local Cuisine into
International Destination Marketing Strategies for Malaysia. Southern
Cross University, 160.
Jalis, M. H. (2016). An Analaysis of the Integration of Local Cuisine into
International Destination Marketing Strategies for Malaysia. Southern
Cross University, 175-176.
Jalis, M. H. (2016). An analysis of the integration of local cuisine into. Southern
Cross University, 118.
Jalis, M. H. (2016). An analysis of the integration of local cuisine into. Southern
Cross University, 119.
Jalis, M. H. (2016). An Analysis of the Integration of Local Cuisine into
International Destination Marketing Strategies for Malaysia. Southern
Cross University, 179.
Website
Berhad, E.-I. B. (n.d.). Product Disclosure Sheet and Terms and Conditions
MalaysiaKitchen Financing Facility. Retrieved from
https://www.exim.com.my/images/pages/product_disclosure/conventiona
l_banking/cross_border_financing/Malaysian_Kitchen_Financing_FacilityE
NG.pdf
Britannica, T. E. (2019, June 20). Home: Strait of Malacca. Retrieved from
Britannica: https://www.britannica.com/place/Strait-of-Malacca
Cadir, B. T. (n.d.). What is Halal? Retrieved from Halal Guidelines:
https://halalguidelines.com/
Tasha Ayu Shalihan Putri and Riski M. Baskoro
AEGIS | Vol. 5 No.1, November 202 1
38
Diplomacy, U. C. (2015, July 2). Home: Eight Great Gastrodiplomacy Nations.
Retrieved from USC Center on Public Diplomacy :
https://uscpublicdiplomacy.org/story/eight-great-gastrodiplomacy-nations
Malaysia, C. H. (2019, May 16). Malaysia Kitchen Restaurant Programme by
MATRADE and EXIM Bank. Retrieved from Caemron Highlands Malaysia:
https://www.cameron.com.my/malaysia-kitchen-restaurant-programme-
by-matrade-and-exim-bank
Malaysia Kitchen UK. (2010, November 11-14). Malaysia Kitchen at MasterChef
Live 2010. Retrieved from
https://www.youtube.com/watch?v=R1whDNmfYYs
Malaysia Kitchen UK. (2010, November 10). Malaysia Kitchen Malay Taste
Regional Tour. Retrieved from
https://www.youtube.com/watch?v=cBaPI9KClyo
Malaysia Kitchen UK. (2012, October 10). Malaysia Week at the London South
Bank 2012. Retrieved from https://www.youtube.com/watch?v=-
wd3rG06UcU
Malaysia Kitchen UK. (2014, June 12-15). Malaysia Kitchen At The BBC Good
Food Show. Retrieved from
https://www.youtube.com/watch?v=9n6xvMp_tK8
Malaysia Kitchen UK. (2014, October 12). Malaysia Kitchen Regional Tour 2014.
Retrieved from https://www.youtube.com/watch?v=6cIY31XpC-s
Malaysian Kitchen UK. (2010, September 24). Malaysia Night in Trafalgar
Square. Retrieved from
https://www.youtube.com/watch?v=HEoGIT3umTc
Malaysian Kitchen UK. (2011, June). Malaysia Kitchen at Taste of London 2011.
Retrieved from https://www.youtube.com/watch?v=HZ1OIxY3oWU
Malaysian Kitchen UK. (2011, September 23). Malaysia Night 2011. Retrieved
from https://www.youtube.com/watch?v=dCWSSMn51wA
Malaysian Kitchen UK Official YouTube Channel. (2010-2015). Malaysia Kicthen
UK: Video. Retrieved from
https://www.youtube.com/user/malaysiakitchenUK/videos
Ministry of Foreign Affairs Malaysia. (2010, June 29). High Commissioner
launches Malaysian Pavilion at Taste of London. Retrieved from
https://www.kln.gov.my/web/gbr_london/news-from-mission/-
/blogs/737258
Ministry of International Trade and Industry Malaysia (MITI) (n.d). Ministry of
International Trade and Industry Malaysia (MITI). Retrieved from
Resource Based Industry MITI Chapter 14:
The Rise of Malaysian Gastrodiplomacy: From Local Cuisine to Global Cuisine
AEGIS | Vol. 5 No.1, November 2021
39
https://www.miti.gov.my/miti/resources/auto%20download%20images/5
57f968c24904.pdf
Othman, Z. (2015, September 2015). A Malaysia Night to remember. Retrieved
from https://www.nst.com.my/news/2015/09/malaysia-night-remember
Paskin, B. (2010, January 13). Star Chef Help Launch Malaysian Cuisine
Campaign. Retrieved March 16, 2020, from
https://www.bighospitality.co.uk/Article/2010/01/13/Star-chefs-help-
launch-Malaysian-cuisine-campaign
South News Wire. (2013, October 4). SALAM London at Malaysia Night 2013.
Retrieved from https://shoutnewswire.news/2013/10/05/salam-london-
at-malaysia-night-2013/
.
