Malaysian Cuisine: A Diplomatic Tool on the Global Scale

For many non-Malaysians, the perception of Malaysian culture is often shaped by a few well-known dishes: nasi lemak, curry laksa, rendang, and satay. While these iconic dishes are certainly beloved, they only represent a small proportion of Malaysia’s diverse cultural heritage, leaving out other equally significant culinary delights like nasi kandar, mee rebus, and cucur udang. Living in London over the past few months, I have made two observations about the representation of Malaysian culture through food. One, London, which boasts a plethora of eateries offering Southeast Asian cuisines, not only allows me to conveniently indulge in the familiar flavours of home, but also reminds me of the highly interconnected, highly globalised world we live in. Yet, while roti canai and kaya toast gain popularity in many Southeast Asian restaurants, the lesser-known delicacies of keropok lekor and dodol are still hard to find. These observations have forced me to consider the role that cuisine plays in the understanding of a foreign culture, as well as the untapped potential of culinary diplomacy as a tool to showcase Malaysian heritage. 

In the modern day and age, diplomacy transcends far beyond political negotiations and trade agreements. Rather, it increasingly involves the strategic use of culture to foster relationships and influence perceptions. In particular, culinary diplomacy – that is, the strategic use of food as a mechanism to promote cultural understanding – has emerged as a powerful tool for countries to promote their unique cultural identities. As such, Malaysian cuisine offers a unique opportunity to promote understanding of Malaysia’s diverse heritage, and in doing so, reinforces the cuisine’s presence on the global stage. This essay aims to explore how Malaysian cuisine can be understood as a tool of soft power, influencing the image of Malaysia abroad and reshaping perceptions of its culture.

Culinary Diplomacy and Soft Power 

Soft power refers to a nation’s ability to influence others through attraction and persuasion rather than through coercion or force (Nye, 1990, p.166). It involves utilising less tangible methods, including “cultural attraction, ideology, and international institutions” (Nye, 1990, p.167), to shape the perceptions of foreign nations and create positive relationships between them. Culinary diplomacy, or gastrodiplomacy, is an important element of soft power; through food, countries can communicate their identity, engage in cultural exchanges, and enhance international relationships. 

In the context of Malaysian cuisine, culinary diplomacy plays a key role in highlighting the country’s unique identity, particularly by showcasing the diversity of its multi-ethnic community. Malaysian cuisine – a combination of Malay, Chinese, Indian and indigenous influences – embodies the nation’s strong sense of unity and cultural diversity. In an age where rapid economic development often threatens traditional cultural identities, food becomes a crucial tool for preserving and promoting a nation’s distinct heritage. 

Government-Led Culinary Diplomacy Initiatives 

Embracing the unique Malaysian cuisine as a tool for shaping its global image, the Malaysian government has encouraged initiatives promoting Malaysian foods abroad. One such example that highlights this would be the Malaysian External Trade Development Corporation (MATRADE)’s “Malaysia Kitchen for the World” initiative (Malaysian External Trade Development Corporation, 2010). Launched in 2010, the initiative aimed to increase the presence of Malaysian cuisine within the New York City metropolitan area, a key global

hub for food and culture. The year-long project saw a myriad of events take place in New York to increase awareness and interest in Malaysian cuisine abroad, including food truck tours, dining specials in Malaysian restaurants, educational seminars, cooking classes, as well as advertising and media campaigns (Malaysian External Trade Development Corporation, 2010). Within three years of the initiative’s launch, there was a 42% increase in the number of Malaysian restaurants worldwide, from 454 to 647 eateries (admin IT, 2024); furthermore, there was a significant rise in the popularity of Malaysian food products as well. 

The “Malaysia Kitchen for the World” initiative is a prime example of how culinary diplomacy, endorsed by the government, can introduce a country’s culinary diversity to the global market. By highlighting the variety of Malaysian cuisine, this initiative serves as a means of cross-cultural dialogue, allowing foreigners to explore and appreciate Malaysia’s multicultural heritage in an engaging way. Through these initiatives, the Malaysian government has not only increased recognition of its food industry but also enhanced global understanding of its multicultural identity, thus contributing to its broader soft power strategy. 

Modern Culinary Diplomacy through Social Media and Content Creation 

While government-led culinary diplomacy initiatives like “Malaysia Kitchen for the World” focused on expanding the market for Malaysian cuisine globally, the rise of social media and content creation has become an increasingly prominent tool in modern culinary diplomacy. In recent years, platforms including Instagram, YouTube and TikTok have allowed users to showcase their culture and food, challenge cultural stereotypes, and ultimately, connect with a diverse international audience. Social media, with its immediacy and reach, has provided a platform that complements traditional diplomacy by fostering direct engagement with global viewers. 

Chef Wan, Malaysia’s most famous culinary ambassador, has a global reach that extends through his cookbooks, television programmes, social media presence and most recently, his restaurants. Through Chef Wan’s engaging content, he educates his audiences about Malaysian cuisine, showcasing traditional dishes as well as his own modern interpretations to draw attention to Malaysia’s multicultural culinary identity (Ng, 2016). His efforts align with a broader trend of using social media as a means of increasing visibility for Malaysian cuisine, shaping global perceptions of the nation’s culture.

Similarly, digital content creators such as Nigel Ng, whose comedic videos of the “Uncle Roger” persona have obtained a massive global following, have also played a role in promoting Malaysian food (Limbong, 2022). Uncle Roger not only introduces Malaysian culinary traditions and cultural norms to viewers worldwide in a humorous fashion but also raises awareness of Malaysian food and challenges common misconceptions. For example, Ng’s first viral video tackling the authentic way of making egg fried rice engaged his audience in a way that both entertained them and educated them, ensuring a more accurate representation of Malaysian cuisine, and by extension, Malaysian culture in general. 

Both Chef Wan and Nigel Ng exemplify the power of using modern methods in advancing culinary diplomacy, particularly in this new digital age. Their global influence serves as a modern extension of soft power, where the goal is not just to promote food but to foster cross-cultural understanding, challenge stereotypes, and strengthen the nation’s cultural identity abroad. The visibility generated through social media, along with the accessibility of digital platforms, has proven to be an effective way to engage with international audiences, helping shape perceptions of Malaysia and its cuisine in a more authentic and engaging manner. 

Conclusion 

In conclusion, Malaysian cuisine has become a powerful tool of soft power, enabling the country to shape its global image and promote its diverse cultural heritage. Government initiatives like the “Malaysia Kitchen for the World” campaign, along with the rise of social media and content creators like Chef Wan and Nigel Ng, have increased the visibility of Malaysian cuisine, fostering cross-cultural understanding and challenging stereotypes. As globalisation continues to shape cultural exchanges, culinary diplomacy offers a dynamic means for Malaysia to assert its cultural identity on the world stage, inviting the world to appreciate its rich culinary traditions and heritage. However, it is essential that Malaysia continues to navigate the balance between promoting its culinary culture and preserving its authenticity in the face of global demand.

Bibliography 

admin IT. (2024, October 22). Explore Thailand and Malaysia’s Gastrodiplomacy through the “Global Thai Campaign” and “Malaysia Kitchen Programme.” SEAMEO RECFON. https://www.seameo-recfon.org/explore-thailand-and-malaysias-gastrodiplomacy-thro ugh-the-global-thai-campaign-and-malaysia-kitchen-programme/ 

Limbong, A. (2022, April 18). Keep screwing up egg fried rice. It makes Uncle Roger happy. NPR.org. 

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Malaysian External Trade Development Corporation. (2010, March 9). “Malaysia Kitchen for the World 2010” Campaign Launched to Promote Malaysian Restaurants and Cuisine in the New York Metro Area. Prnewswire.com; Cision PR Newswire. https://www.prnewswire.com/news-releases/malaysia-kitchen-for-the-world-2010-ca mpaign-launched-to-promote-malaysian-restaurants-and-cuisine-in-the-new-york-met ro-area-87148567.html 

Ng, K. (2016, March 31). Chef Wan: The flamboyant Malaysian food ambassador on staying true to our food culture. Tatler Asia. 

https://www.tatlerasia.com/dining/tastemakers/chef-wan-staying-true-to-Malaysian-fo od-culture 

Nye, J. S. (1990). Soft Power. Foreign Policy, 80(80), 153–171. 

https://doi.org/10.2307/1148580