TOURISM MALAYSIA KICKS OFF THE FOOD & CULTURAL FESTIVAL IN SHANGHAI
The Deputy Minister of Tourism, Arts and Culture, YB
Tuan Khairul Firdaus Akbar Khan launched the Malaysia Food and Culture Festival at a
Malaysian restaurant, Secret Flavor in Shanghai.
The promotion is part of Tourism Malaysia’s second sales mission to China and
participation in the travel tradeshow ITB China in Shanghai, which is led by the Deputy
Minister. This festival aims to introduce and promote Malaysia through the country’s rich
and diversified cultures and authentic cuisines. It runs from 10 September to 16
September 2023 and coincides with the Merdeka month, celebrating the independence
of Malaysia and Malaysia Day.
“The sharing of a meal with family and friends is a common practice in Malaysia which
fosters harmony and unity, especially in a multiracial country like ours. The endless
varieties of cuisines influenced by the different cultures not only make Malaysian
gastronomy interesting and authentic, but also one of the selling points to promote
Malaysia to food enthusiasts,” said YB Tuan Khairul Firdaus Akbar Khan during the
launching of the Malaysia Food and Culture Festival.
Tourism Malaysia has teamed up with Secret Flavor Restaurant situated in the Paris
Spring Shopping Mall, Huaihai, Shanghai. This restaurant is owned by a Shanghai-based
Malaysian, Chef Shah and it was opened in 2015. Secret Flavor offers Malaysia’s popular
dishes such as char koay tiau, nasi goreng kampung, mee goreng mamak and the famous
beverage teh tarik or ‘pulled tea’.
Chef Shah is also a champion teh tarik expert, winning competitions back in Malaysia.
Chef Shah said that being able to cook authentic Malaysian dishes in China is a dream
come true for the Pahang-born man.
The guests also were treated to a special cultural performance from the National
Department for Culture and Arts of Malaysia, which was specially flown in all the way
from Malaysia. The dancers performed a special opening overture and other dances that
depict the multiracial culture of Malaysia.
China remains one of the top market sources for Malaysia and contributed 211,363
arrivals to the country last year. Up to the month of May 2023, Malaysia received
403,121 Chinese tourists, compared to 21,613 (+907.2%) in the same period last year.
Malaysia is currently targeting to receive 16.1 million international tourist arrivals with
RM49.3 billion in tourism receipts, with 5 million arrivals targeted to be from the Chinese
market.
Through its overseas offices in Beijing, Shanghai and Guangzhou, Tourism Malaysia
continues to intensify promotions alongside travel agents and airlines. With the
resumption and announcement of new international routes from Malaysia-based airlines
and China-based airlines Air China, Spring Airlines and Xiamen Air there are currently
232 flights per week between China and Malaysia.