MAFI and MOMC Celebrate Malaysian Heritage Cuisine Through A Global Campaign Of Live Cooking Demos
In Masters of Malaysian Cuisine’s latest exciting collaboration, we were honoured to join forces with the Ministry of Agriculture and Food Industries (MAFI) of Malaysia to celebrate Malaysian Heritage Cuisine through a series of global live events. Held in 5 locations, Kuala Lumpur, Sydney, Dubai, the U.K., and South Africa, the campaign aimed to raise awareness of the wide and varied range of Malaysian ingredients available globally.
Featuring some of the top Malaysian cuisine experts around the world, these exclusive events took place over 4 days between 27 – 30 March and showcased “Malaysian Heritage Cuisine”-themed dishes selected to highlight the diversity and quality of MAFI products available to a worldwide market.
“Malaysian Heritage Cuisine” was also an ideal opportunity for our chefs to demonstrate an array of dishes they felt represented the very best of their own Malaysian heritage, which paid homage to lesser-known aspects of the cuisine whilst still appealing to our overseas viewers.
Launched at The Grace Hotel in Sydney, Australia, the campaign kicked off with MOMC founder and renowned chef Jackie M. demonstrating how to make her famous Seremban Ngau Lam Fun (Beef Brisket Noodles) to an eager audience of food lovers, influencers, media and the guest of honour, the Acting High Commissioner of Malaysia Mr. Mohd Fareed Zakaria.
In addition to the live demonstration, the session was also broadcast on all MOMC channels to our international viewers. The first session featured an exclusive tasting of Malaysian pineapple, jackfruit, and durian, plus an array of MAFI affiliated products available in Australia.
The event culminated in a dinner where our media guests were joined by consular officials and their families to enjoy a catered buffet-style spread which included a number of Malaysian mains and kuihs (finger foods).
Following the launch in Sydney, the campaign continued with a virtual demonstration from Penang-born, South Africa-based food blogger Liam Zainal Ghani, who showed our online audience how to make his grandmother’s Penang Laksa Lemak (aka Siamese Laksa).
On Day Two, the campaign shifted to Dubai, where Michelin-trained executive 5-star hotel chef Rene Juefri cooked a traditional Ikan Bakar Berempah dan Air Asam (Banana leaf-wrapped Spiced Grilled Fish) in front of a live audience of middle-east media, influencers and food distributors at DoubleTree by Hilton Business Bay Hotel.
Rene’s onsite cooking demonstration was simultaneously broadcast worldwide, after which we were joined by That Rendang Lady Zaleha Olpin in the UK whose session, like Liam’s the day before, was held virtually due to local COVID-19 restrictions. Nevertheless, our viewers were treated to a masterclass in how to make authentic Gulai Nangka Muda dengan Daging Bakar (Young Jackfruit Yellow Curry with Grilled Beef)..
For the grand finale, the campaign culminated in a 2-day event held at Kontiki Restaurant at The Federal in Kuala Lumpur. We were honoured to have been joined by the Secretary General of MAFI, Dato’ Haslina Abdul Hamid as well as notable celebrity chef Florence Tan and YouTube star Mark O’Dea among many media and influencers.
On the first day of the K.L. event, Vegan Chef Dave Murugaya presented our audience with a a vegan masterclass with delectable Chettinad Varuval Mushrooms (Dried Indian Spiced Mushrooms), which was followed by MOMC’s resident Nyonya chef Debbie Teoh’s double-offering of Ayam Buah Keluak (Spicy Chicken with Pangium Edule) and Bakwan Kepiting (Crab Meatball Soup).
On the second day, MasterChef Malaysia judge and famed Malaysian food ambassador, Chef Johari Edrus delighted guests with Ketupat Goreng (Stir-fried Rice Dumplings), whilst Chef Bob Adnin got taste buds going with Kerutuk Itik Salai (Slow-cooked Smoked Duck in a Richly Spiced Coconut Gravy) – the perfect way to end what can only be described as a true festival of Malaysian heritage cuisine.