The rise of Malaysian cuisine

It’s being billed as the ultimate fusion food, due to the many cultural influences on Malaysian cuisine which has evolved as a smorgasbord of Thai, Chinese, Indian, Portuguese, Indonesian and British flavours.

Due to its geographical location, traditionally setting it as the main trade route for access to China, Malaysian food incorporates the flavours, ingredients and even traditional dishes of many countries. But fast forward to today and it is becoming the one to watch on the world food platform, coming to the fore with a clear identity of its own.

Factors fuelling demand

There are a number of factors which have contributed to a growing demand for Malaysian food. Food tourism is an obvious trigger, and with Malaysia representing the 2025 South East Asia destination of choice – beating Thailand – this is only likely to increase demand.

Virtual travel ie browsing online for potential holiday hot spots also has a role to play. Post pandemic, there is still an appetite for scratch cooking and families remain more experimental in their eating experiences, aided by the growing ability to access unusual ingredients via the plethora of online/bricks and mortar oriental grocery stores.

The explosion of Malaysian foodservice outlets spanning restaurants, markets and festivals has further increased awareness of the country’s unique blend of culinary opportunities, with a Bidfood report suggesting that 55% of consumers are likely or very likely to try Malaysian cuisine, and 41% claiming they’d be prepared to pay more than they normally would to experience a taste of Malaysia. 

Add to this the fact that with, eating out occasions generally being restricted due to the cost-of-living crisis, for many people, choosing to be more adventurous with food represents an affordable luxury.

Once a basic store cupboard of essential Malaysian food ingredients has been set up, eating this style of food is surprisingly inexpensive – as well as being hugely versatile in terms of the ability to cater for a range of dietary and taste requirements (Malaysia has a strong Buddhist community so preparing meals for vegetarian or vegan lifestyles is common). And with the major supermarket chains not only dedicating space to world cuisine but within these, to specific regional food zones – and farm shops & delis/specialist independent food retailers also showing support for international cuisine, finding those key ingredients has never been easier.

Defining Malaysian cuisine

Because of its eclectic food heritage, it is hard to define Malaysian cuisine but adjectives such as aromatic, super fresh tasting and packed with flavour could accurately summarise many dishes.

The verdant lush landscape associated with Malaysia provides a plethora of wonderful vegetables and it is even said that vegetables grown in the country taste different over there. The paddy field to plate analogy perfectly encapsulates the hefty focus on fresh, with flash cooking methods further minimising the field to fork journey.

As per any country’s style of cuisine, there are a few key flavours that dominate. Coconut is one, but not as we Brits know it!

Coconut from Malaysia is available in a variety of different forms, including coconut sugar, coconut flesh, milk and desiccated coconut. However, the flavour profile is completely different to the products regularly marketed in the UK, with different trees being recognised as delivering distinct tastes and the quality of the products superior to many found in British supermarkets (generally offering a higher coconut content than brands found in British supermarkets (generally offering a higher coconut content than brands found on the shelves of UK supermarkets).

Pandan (also referred to as screw pine) is another key ingredient often referred to as South East Asia’s vanilla, which features in many sweet and savoury recipes, bringing a sweet, grassy and rich vanilla-esque quality to a dish.

Torch ginger, aromatic galangal and lemon grass are also staples in a Malaysian kitchen, alongside chili – which can either be very hot or mild according to personal preference. Chili is regularly used to create a depth of richness rather than representing the overriding flavour.

Established Malaysian dishes

These and other ingredients form the cornerstone to some of the country’s best known dishes such as Nasi Lemak (rice cooked in coconut milk and pandan leaves), Char Kuey or Kway Teow (fried noodle dish with a smoky flavour) and Pandan Kaya (sweet rich and creamy custard type spread made with coconut milk and pandan leaves) – all of which are served in top restaurants as well as local street markets.

Future looks bright

With world cuisine going so strong, what does the future hold for Malaysian food sales? Whilst it currently holds approximately under 1% of the global foodservice market[2], there is clearly plenty of room for growth and massive potential for brands looking to bring a taste of Malaysia to a wider audience.

In the UK alone, within the UK world cuisine / world foods market sales are reported to be growing almost 8% year on year based on Mintel and wholesale retail analysis, with an equally positive growth trajectory for foodservice outlets (London, Birmingham and Sheffield are home to the largest number of restaurants). As per the food aisles in the supermarkets, Malaysian restaurants are now offering regional specific cuisines with some even making the Michelin guide.

There are currently few genuine Malaysian food brands operating in the sector. Makan Malaysia has been established by two longstanding friends – Su and Kat – who share a passion for great food. Unlike the traditional storytelling associated with country-of-origin brands, where the inspiration for the business is the desire to focus on family recipes which have been passed down from generation to generation, Su and Kat are both entirely self-taught. Their mission is of course to share the vibrant Malaysian flavours that they grew up with but to channel these food adventures to raise awareness and encourage a wider appreciation of today’s multicultural society.

At the heart of the company is a strong belief that if there was a greater understanding of the traditional customs associated with a diverse population, the world would be a better place.   

A further motivating reason to trial Malaysian cuisine…