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‘Malaysia Kitchen for the World’ campaign launch

TASTE OF MALAYSIA

‘Malaysia Kitchen for the World’ campaign launches in New Zealand at Taste of Auckland

The Malaysian External Trade Development Corporation (MATRADE) is officially launching its Malaysia Kitchen Programme in New Zealand at Taste of Auckland this week.

Australian Masterchef finalist Adam Liaw leads the launch at a special ceremony on Thursday (Nov. 18) night. He is also conducting cooking demonstrations for Taste guests on Friday.

The launch ceremony also features several of Auckland’s top Malaysian chefs cooking traditional Malaysian dishes together with cultural performances and exhibitions.

The year-long campaign to promote Malaysian restaurants and cuisine features a series of exciting epicurean activities and events in 2010 and 2011 to “engage and delight the tastebuds”.

Malaysia Kitchen celebrates and promotes the cultural diversity and heritage of Malaysian cuisine from authentic traditional delicacies to complex gourmet fusions of subtle flavours and rich spices.

Malaysia is in South-East Asia and the cuisine is a fascinating blend of Malay, Chinese and Indian food traditions with Thai, Portuguese and Middle Eastern influences.

The spectrum of gastronomic influences gives Malaysian cuisine a rich diversity, drawing on many tantalizing herbs and spices such as lemongrass, nutmeg, basil, and chilli. Most of the cuisines are spicy and inviting to the taste buds of many.

Despite New Zealand’s rich culinary heritage and ever-increasing ethnic diversity, Malaysian food remains less known to Kiwi diners.

The Malaysia Kitchen Programme creates numerous opportunities through high-visibility events, online marketing and educational activities for consumers and trade to gain a deeper understanding of the country and its food.

"We are delighted to promote Malaysian cuisine and restaurants in New Zealand – and specifically in the Wellington and Auckland areas – with such an appealing, comprehensive programme," says Malaysian Trade Commissioner Mr Yew Chee Ong.

Auckland alone has 23 Malaysian restaurants, Wellington 19 and Christchurch one.

“New Zealanders now have the opportunity to experience and discover our country's rich culinary heritage. We believe the programme creates excitement to savour Malaysian cuisine and introduce New Zealanders of the cultural diversity that is unique to Malaysia," Mr Ong says.

The Malaysia Kitchen Programme has been implemented in major markets such as the United Kingdom and New York where renowned food ambassadors such as Rick Stein have been engaged to promulgate the rich, diverse and delicious tastes of Malaysian cuisine.

At the official New Zealand launch at Taste of Auckland next week (Thursday 18- Sunday 21 November) Kiwis can experience firsthand Malaysian cuisine and culture with live cooking demonstrations and cultural performances.

Celebrated dishes such as Satay, Char Kuey Teow, and Roti Canai from some of Auckland’s top Malaysian restaurants can be sampled free of charge.

ends

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