|
Malaysia Kitchen Bursts into Toronto with Hefty Helpings of Flavour and Culture
Malaysia Kitchen has traveled the globe and set-up shop in northern Toronto
Toronto (Ontario), December 9, 2010 - It is official, there's a Malaysian invasion in the city; and it tastes incredible. In a piping hot event last week, the Malaysian Trade Office officially launched Malaysia Kitchen for the World in Toronto.
"Last week was just the beginning of our efforts to share Malaysia with Canadians," says Ms. Zalela Jafaar, MATRADE Toronto. "We are so passionate about Malaysian culture and food; we are going to share it with the country’s most diverse cities, starting with Toronto."
The Canadian Restaurant and Foodservices Association (CRFA) called the evening magical and said, "The launch of Malaysia Kitchen is to put in motion the beginning of something deliciously ambitious."
Malaysia is one of Asia's most fascinating countries in terms of its cuisine, which encompasses a broad range of influences and a vibrant array of flavours and dishes. From Rendang and Satay to Nasi Lemak and the famous Tarik Tea, it offers an endless choice, much celebrated by this proud nation. Currently, there are 18 registered Malaysia Kitchen restaurants in Canada.
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 evening launch included tastings of a variety of Malaysian dishes using traditional cultural ingredients and kicks off what is months to come of exciting offers and events from the Malaysian culinary community.
"Food is a universal way of communicating and sharing from the heart," says Ms Jaafar. "We are excited to show Canadians how vibrant Malaysian culture is through our cuisine and exciting programs over the next several months."
During his speech to attendees, the acting Malaysian High Commissioner, Mr. Mohamed Hatimi Abas, said, "Malaysia is an amalgamation of ethnicities with various colours." He continued, "All these colours that make up Malaysia culture and cuisine are the makings of beautiful art. Canadians will love Malaysian food; and they will see how the food reflects its people - very diverse and very accommodating."
The official Canadian launch of the Malaysia Kitchen for the World campaign was supported by Tourism Malaysia, Villa Malaysia Lounge & Grill and the Malaysian associations in Toronto.
"We are honoured to help launch the Malaysia Kitchen program," says Howard Chew, Owner of Villa Malaysia Lounge & Grill. "When I opened my first restaurant 18 years ago, people didn’t understand what Malaysian food was. Now, with programs like Malaysia Kitchen for the World, we can start to make Malaysian cuisine more accessible to a wider population. The more exposure for Malaysian restaurants and our cultural sensibility, the more people will open their eyes to the wonders of Malaysia."
This is just the beginning of an ongoing effort to increase patronage of Malaysian restaurants operating around the world, increase exports of packaged Malaysian foods and food ingredients and to attract tourists to Malaysia. The December 2nd launch event was managed by Global Appetite, an international food event marketing firm.
"Global Appetite is thrilled to be working with the MATRADE Toronto to bring the Malaysia Kitchen to Canada," says Rob Morris, Managing Director, Global Appetite. "We want to show Canadians that anyone can take a trip to Malaysia by simply taking a stroll down the grocery aisle. Last week's launch was a testimonial to Toronto’s hunger for exotic flavours and dining experiences."
|
