News & Events

Kick-Off Luncheon Features Award-Winning Chef, Zak Pelaccio, and Prominent Local Malaysian Chefs at International Culinary Center (NYC)

March 8, 2010, New York, NY - The Malaysian External Trade Development Corporation (MATRADE) announced today the "Malaysia Kitchen for the World 2010" campaign to promote Malaysian restaurants and cuisine in the New York City metropolitan area.

The year-long campaign will rely on an exciting, multi-tiered program of epicurean and cultural events to boost awareness of and interest in Malaysian cuisine and restaurants in New York City and the Tri-State area. It will encourage chefs and restaurateurs to open new Malaysian or Malaysian-inspired restaurants and will increase understanding of Malaysia's cuisine and rich culinary heritage among consumers and trade alike.

Malaysian cuisine is a fascinating blend of Malay, Chinese, and Indian food traditions, with Thai, Portuguese, and Middle Eastern influences. Yet it is still relatively little known, even in a sophisticated, multi-ethnic food capital like New York. This campaign will create 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, while encouraging patronage to local Malaysian restaurants.

"We are delighted to promote Malaysian cuisine and restaurants in the New York metro area with such an appealing, comprehensive program," said Malaysian Ambassador to the U.S., Dato' Sri Dr. Jamaludin Jarjis. "We are offering an opportunity to experience and discover our country's rich culinary heritage. We believe this program will create excitement to savor Malaysian cuisine and introduce America to the cultural diversity that is unique to Malaysia."

The campaign will kick off with a multi-course luncheon on March 8, 2024 at the International Culinary Center (ICC) in New York City. Hosted by the Malaysian Ambassador to the United States, the luncheon will feature cooking demonstrations and courses by renowned chefs including:

Chef Zak Pelaccio - The award-winning executive chef/partner at the Fatty Crab restaurants, Chef Pelaccio spent almost a year in Malaysia, cooking at a traditional Malay restaurant in Kuala Lumpur. Chef Pelaccio will be a key spokesperson for the campaign in New York.

Chef Hasni Ghazali - Chef Ghazali opened Connecticut's first Malaysian restaurant, Bentara, in New Haven in 1995. Along with Bentara, he is co-owner of the Central Steakhouse in New Haven.

Chef Erik Cheah - Chef Cheah is the executive chef for Penang Cuisine as well as executive chef and co-owner of Rhong Tiam in Manhattan, awarded a prestigious Michelin star in 2010.

Chef Kathy Wong - Chef Wong is chef/co-owner of Laut restaurant, dubbed by the New York Times as offering "some of the best Malaysian food in Manhattan."

Elements of the Malaysia Kitchen for the World 2010 program include:

Website: Located at malaysiakitchennyc.com, the site serves as a hub of information and educational clearing-house on Malaysian restaurants and local campaign events. Malaysian

Restaurant Week: Participating Malaysian restaurants will offer dining specials for one week, April 12-18.

Malaysian Week: In June, New Yorkers can discover Malaysia through an ongoing sampling of Malaysian food and cultural events, including dance and music, in a high-traffic, central location.

Malaysian Food Truck: A traveling truck in Manhattan will offer signature Malaysian dishes from local Malaysian and Malaysian-inspired restaurants.

Chef Education: Educating chefs and other food influencers is key to raising the profile of Malaysian cuisine. The program will enlist Malaysian chefs to offer educational seminars and cooking classes at top cooking schools in the United States.

Press Trips: The campaign supports trips to Malaysia for consumer and trade media and interested U.S. chefs to discover its cuisine and culture firsthand. Destinations include Kuala Lumpur, Penang, and Melaka.

Advertising: The program will contain print, online, and broadcast advertising elements.

Media Relations and Restaurant Reviews: A robust media relations campaign will seek to increase coverage of Malaysian cuisine and culture in lifestyle and trade press and increase the frequency and quality of reviews of Malaysian and Malaysian-inspired restaurants in the U.S.

About MATRADE

The Malaysian External Trade Development Corporation (MATRADE) is Malaysia's national trade promotion agency. Established in March 1993 as a statutory agency under the Ministry of International Trade Industry (MITI), MATRADE is responsible for assisting Malaysian companies to succeed in the international market by developing and promoting Malaysia's exports to the world.

About Malaysia Kitchen for the World

Malaysia Kitchen for the World is a global initiative of the Malaysian government that aims to educate and inform consumers about Malaysian cuisine and Malaysian restaurants throughout the world. The New York campaign seeks to boost interest among American food lovers to try Malaysian cuisine and visit Malaysian restaurants in the New York metropolitan area as well as in other locations in the United States. The program also seeks to facilitate local chefs and restaurateurs to introduce Malaysian cuisine at their establishments. Visit malaysiakitchennyc.com for more information.