ID :
128457
Thu, 06/17/2010 - 19:43
Auther :

M'SIAN CUISINE: SHOWCASE OF MULTICULTURAL DIVERSITY


By Bashirah Bakar, Nor Diana Othman and Norhafizan Zulkifli

KUALA LUMPUR, June 17 (Bernama) -- Malaysian cuisine is one of the most
multi-cultural cuisines in the world. A showcase for the country's multicultural
diversity, Malaysia's hodge-podge of ethnic dishes is a gastronomic delight that
never fails to draw compliments from foreign taste buds.

Foreign tourists are frequently bowled over by the wide array of deliciously
hot and spicy spread that beckons them either on buffet tables in 5-star hotels
or tantalisingly displayed at the humble food stalls at the ubiquitous night
markets throughout the country.

Realising that Malaysian cuisine has that 'pull factor' to attract tourists,
the Malaysian government launched the Malaysia Kitchen Programme in
2006 to promote the country through Malaysian restaurants abroad.

Subsequently in 2009, the Malaysian External Trade Development Corporation
(Matrade) took over the coordination and promotion of the programme and
initiated extensive advertising and promotion activities in London and New York.

GLOBAL MALAYSIAN KITCHEN CAMPAIGN

In April 2010, Matrade launched its Global Malaysia Kitchen Campaign which
is a more intensive promotion campaign incorporating two key components namely a
Malaysia Kitchen Portal, and a restaurant financing package provided by EXIM
Bank.

"The Malaysia Kitchen Portal provides pertinent information about Malaysian
restaurants overseas, while EXIM Bank's Malaysia Kitchen Financing Facility
provides capital financing to Malaysian restaurateurs wishing to expand their
operations overseas under the Global Malaysia Kitchen programme," Matrade CEO
Noharuddin Nordin told Bernama.

Noharuddin said the Halal and Non-Halal certification for Malaysian
restaurants operating overseas is entirely a voluntary matter. A Halal
Certification may carry a definite advantage for restaurants catering to Muslim
clientele, but might be inappropriate for those catering to mostly non-Muslim.

"The restaurant owner is the best person to decide on the matter," he said.

PROMOTING MALAYSIAN CUISINE IN NEW YORK

Up until recently, there is really not much to offer in the way of good and
authentic Malaysian dishes available in New York.

Matrade's effort to promote Malaysian restaurants and cuisine in New York
kicked off with a 4-course luncheon prepared by award-winning chef Zakary
Pelaccio, and prominent Malaysian chefs Hasni Ghazali, Erik Cheah, and Kathy
Wong from the International Culinary Centre in New York.

This was followed with a Malaysian Restaurant Week running from June 14-20
during which participating Malaysian restaurants in New York showcased
Malaysian dishes as dining specials to their customers.

A Malaysian Food Cooking Contest at New York's Institute of Culinary
Education will be the highlight of the Malaysia Restaurant Week.

The Malaysia Kitchen 2010 campaign in New York culminates with a Malaysian
Food Truck where a chuck wagon will travel around Manhattan to offer signature
Malaysian dishes from local Malaysian and Malaysian-inspired restaurants.

MALAYSIAN KITCHEN 2010 SPOKESMAN

Matrade has also appointed Chef Pelaccio, proprietor of the Fatty Crab and
Fatty Cue Restaurants in New York, as the spokesman for the Malaysia Kitchen
2010 campaign in New York.

"My role is to promote Malaysian cuisine at my restaurants as well as those
of other Malaysian restaurants in the United States and encourage New Yorkers to
visit Malaysia to experience the multi-ethnic cuisine and culture," Pelaccio
said.

Having had the benefit of a one-year stint at the Seri Melayu Restaurant in
Jalan Conlay, Kuala Lumpur, Pelaccio serves up a vast selection of Malaysian
favourites like nasi lemak (rice cooked in coconut milk), rendang (spicy beef or
chicken), ikan bakar (grilled fish) and chili crab at his restaurants.

According to Pelaccio, his Malaysian experience has stood him in good stead
with his customers where his version of Fatty Chili Crab is currently a 'hot'
favorite among New Yorkers.

"The Malaysia Kitchen campaign is an excellent opportunity to introduce
Malaysian cuisine to American taste buds, however I have to make some slight
adjustments in the ingredients used, to suit the American palate," Pelaccio
said.

SOURCING FOR INGREDIENTS

Pelaccio frequently visits Malaysia to source for local ingredients like
spices, sauce and prawn paste which are hard to come by in New York, apart from
trying out new Malaysian recipes to bring back home.

"I am on the lookout for a local supplier for a steady consignment of 'kicap
manis' (fermented sweet soya sauce) and 'belacan' (shrimp paste), as these are
the two ingredients that I regularly use in my restaurants but are simply not
available back home," he said to Bernama.

He has already shortlisted a local manufacturer who meet his requirements,
especially with regards to quality control and packaging.

"Once everything have been satisfactorily finalised, I can look forward to
an uninterrupted supply for my kitchen and may even cultivate a niche market for
Malaysian ingredients among my customers," he said.

GOING WORLDWIDE

To date, a total of 465 Malaysian restaurants located in the United Kingdom,
United States, Australia, Indonesia, Canada, New Zealand, Hong Kong, Germany,
Netherlands and other countries worldwide are participating in the Malaysia
Kitchen promotion programme.

Undoubtedly, such elaborate promotion programmes coupled with flexible
financing facilities and the support of Malaysian restaurateurs worldwide will
go a long way in promoting Malaysia and its multicultural society to the world.
-- BERNAMA

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