One of Malaysia's biggest appeals is its diverse culinary scene. Tourism Malaysia, together with Serai Group, recently unveiled the Truly Malaysian, Truly Sedap food campaign that spotlights two local favourites: satay and durian.
Satay was recognised as a National Heritage food in 2009, while durian, the "King of Fruits", is a perennial favourite. Both are popular among local folks and tourists alike.
Tourism Malaysia director-general Mohd Amirul Rizal Abdul Rahim said the campaign is part of the "Malaysia: A Sustainable and Culturally Rich Destination" initiative and is intended to strengthen the country's position as a leading gastronomic destination through the diversity of food and unique flavours it offers.
"This campaign not only promotes local food as part of the tourism experience, but also reflects the uniqueness of the nation's cultural heritage.
"What distinguishes Malaysia from other countries is the diversity of its races, cultures, and lifestyles, which has ultimately created an extraordinary variety of culinary offerings," he said when launching the campaign in Kuala Lumpur recently.
Satay, known for its juicy and tender meat grilled over charcoal, is commonly served with a tasty peanut sauce, complemented by cucumber, onions and sometimes, ketupat (rice cakes).
The dish can be found throughout the country, from upscale restaurants and local eateries to roadside stalls.
Selangor's Kajang district in particular, is usually associated with satay, with many eateries there specialising in the dish.
In Perak, diners can find more than 30 varieties of satay at Ratu Satay Tanjung Tualang.
Mohd Amirul added, "Initiatives such as this support Tourism Malaysia's efforts to diversify tourism products, particularly in the gastronomy segment, while strengthening the nation's appeal as a preferred travel destination.
"Tourism Malaysia remains optimistic about attracting more tourists throughout the year, with a target of 47 million visitors in conjunction with Visit Malaysia 2026. Although there are challenges arising from global issues, we are maintaining our high target by adapting our marketing strategies."
