Malaysia Showcases Culinary Diplomacy In Beijing, Promotes Visit Malaysia 2026

From Kisho Kumari Sucedaram

BEIJING, June 11 (Bernama) -- Malaysia has ramped up its culinary diplomacy efforts in China with the successful hosting of the Malaysian Gastronomy Festival 2025 - a cultural initiative that not only celebrates the country’s rich food heritage but also serves as a soft launchpad for Visit Malaysia 2026.

Malaysia’s Ambassador to China, Datuk Norman Muhamad, said the festival has become an important platform for promoting Malaysia’s cultural and people-to-people diplomacy.

“This initiative was introduced in 2024 during the 50th anniversary of Malaysia-China diplomatic relations and has now become one of our flagship programmes. 

“Through food, we connect cultures, tell stories and create opportunities, not just for cultural appreciation but also for strategic engagement,” he told a press conference after hosting the Malaysian Gastronomy Festival 2025 here today. 

He pointed out that this year’s event focused on showcasing the originality of Malaysian flavours without overemphasising Chinese or Indian cultural labels. 

“Instead, dishes like Laksa Nyonya from Melaka and Malaysian-style curry reflect the organic fusion of Malay, Chinese and Indian influences that have long defined the nation’s cuisine.

“Although we are a small country, every state in Malaysia offers a distinct flavour. Malaysian food is a melting pot; it is this blend that has created a unique gastronomic identity that is recognised globally,” he said.

More than just a culinary showcase, he said the event has also become a ground for bilateral engagement and business matchmaking.

“This event allows us to entertain and engage multiple stakeholders at once. What would normally take three months of meetings can be achieved in one afternoon,” he explained. 

Looking ahead, the ambassador said there are plans to expand the festival beyond Beijing to other provinces in China, such as Chongqing, to deepen economic and cultural outreach.

“China is a vast country, and Beijing represents only a fraction of the opportunities available. Much of our economic engagement is centred in southern China. Hence, we need to diversify and connect directly with buyers and partners in other regions,” he said.

He said that by doing so, Malaysia could improve logistics connectivity and create greater mutual trade benefits.

Meanwhile, Consulate General of Malaysia in Shanghai (Tourism Section) Aaron Gan Chai Heng said the event aligns with Malaysia’s broader tourism strategy as officials gear up for Visit Malaysia 2026.

“This year, we are doing soft launches across different countries. In Beijing, we launched our Visit Malaysia 2026 campaign on May 22. Food and travel go hand in hand, and gastronomy offers a compelling narrative to attract Chinese travellers,” he said.

He said digital promotions were being intensified, targeting Gen Z and millennial travellers through partnerships with Chinese media groups, in line with the memoranda of understanding signed during Malaysia-China bilateral engagements.

“There is also a growing interest among Chinese families to visit Malaysia during school breaks to learn about our history and multicultural society,” he added. 

The second edition of the Malaysian Gastronomy Festival attracted around 300 guests, including Chinese government officials, ambassadors, diplomats, corporate leaders and Malaysian community members. 

Organised by the Embassy of Malaysia in Beijing, the event showcased 20 signature dishes from all the states in Malaysia, reflecting the country’s multicultural identity and gastronomic diversity.

-- BERNAMA