Malaysian restaurants cook up a storm overseas

MALAYSIAN restaurants under the brand name Malaysia Kitchen Programmes (MKP) are slowly but surely gaining a foothold in the overseas markets.

International Trade and Industry Minister Datuk Seri Mustapa Mohamed said there was a 42.5 per cent increase in number of new Malaysian restaurants registered with MKP.

In terms of revenue, participating MKP restaurants in the US, UK, Australia and New Zealand registered a combined 23.7 per cent increase in revenue.

"Going forward, leveraging on the image and growing popularity of MKP to win confidence of consumers in the market, efforts are being taken to bring Malaysia into every home in targeted markets through supplies of products and services," he told a news conference here, last night.
The MKP, with the primary objective to brand Malaysia through its cuisine, began in 2006.

It has gone through various agencies and ministries, such as the Economic Planning Unit and the Ministry of Entrepreneur and Co-operative Development. It was then put under the Ministries of Tourism and Foreign Affairs before it was assigned to the Malaysia External Trade Development Corporation (Matrade) in late 2009.

Mustapa said over the past two years, MKP has evolved to become a national branding initiative. Through an integrated and holistic approach, the MKP introduces Malaysian products and services that spans from food to non-food.

It has also elevated Malaysia's offerings in tourism in major cities such as New York, London, Sydney, Melbourne, Perth, Auckland and Wellington.

In 2010, a survey showed that there were 454 Malaysian restaurants worldwide located mainly in Australia, the US, the UK, Canada, Indonesia, Thailand, China, Hong Kong, Netherlands and New Zealand.

This year, the number of Malaysian restaurants worldwide has risen to 647.

Mustapa said Matrade' promotional initiatives in 2010 were focused on "creating a buzz" in seven major cities in four mainstay markets, namely the US, the UK, Australia and New Zealand.

A year later, it was expanded to include three cities in China and Hong Kong.

"The number of restaurants has increased about 42.5 per cent since the relaunch of MKP in 2010," he said.

The minister added that about 1.3 billion people in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington learned about Malaysia through the MKP media programme.

Currently, some 1,056 Malaysian product lines representing 265 brands are on the shelves of 50 mainstream supermarkets in London, New York, Sydney and Auckland.

Besides, a total of 864 reviews on the MKP's activities undertaken were lodged in the largest On-line Food Guide in London and New York.

For the first time, Malaysian restaurants have received Michelin awards in New York and recognition in Hong Kong.

Mustapa said the Malaysia Kitchen Programme has also spurred more Malaysian franchises abroad and led to the establishment of a Malaysian restaurant association in the United Kingdom.

By Zaidi Isham Ismail