LONDON: NOT too long ago, at the Taste of London, a vox pop with revellers to one of the most popular festivals to celebrate food, drink, the best restaurants and chefs from all over the world, it was disappointingly shown that not many people knew what Malaysian food was, with some mistakenly attributing Malaysian dishes to other countries.
They knew Thai green curry and Indonesian rendang, but could not name even one Malaysian dish.
Now, thanks to the perseverance and hard work of Malaysia Kitchen, under the umbrella of the Malaysia External Trade Development Corporation, tasked with promoting Malaysian food and food products, and lately, with introducing Malaysian food to British households, locals are flocking to Malaysian restaurants and eateries, now totalling almost 90 in the country and 40 here.
Last week’s Malaysia Night at Trafalgar Square here, the sixth since Malaysia Kitchen made its debut at the site in 2010, proved that the event was as popular as its first time, when a crowd of 25,000 stayed on till late night, despite the temperature dipping quickly.
That year, most food stalls were sold out by 8pm, with people begging vendors to scrape their pots and sell groundnuts left over from nasi lemak. Denied of delicious Malaysian dishes that ran out as soon as they were put on the counters, the revellers stayed on to feed their curiosity on what else Malaysia had to offer, namely, beautiful cultural performances.
Since then, offerings by Malaysia Kitchen to tempt the local palate have expanded and diversified to include products and services, and the involvements of other Malaysian agencies, such as Malaysia Airlines, Malaysia Tourism and the Malaysian Investment Development Authority, as well as art councils and many more. This year saw newcomer Malaysia Healthcare Travel Council (MHTC), Mercy UK and fashion houses, such as Mimpi Kita.
International Trade and Industry Minister Datuk Seri Mustapa Mohamed, who attended Malaysia Night last week and stayed till the end, was undoubtedly pleased with the success. He put to rest the niggling thought that last week’s Malaysia Night could be the last.
“The government’s provision has enabled us to have six Malaysia Nights, and this is the sixth. We will continue to have this event here. I hope the government will consider this.
“The crowd has increased to 40,000 people for an event that is the biggest of its kind anywhere,” said Mustapa, who launched the event accompanied by Malaysian High Commissioner to the United Kingdom and Eire Datuk Ahmad Rasidi Hazizi and Deputy London Mayor (Policy and Planning) Sir Edward Lister.
Starting now, food promotion events will include the involvement of agencies, such as Khazanah Nasional, banks and education boards.
“Today, we have medical tourism,” said Mustapa, referring to MHTC, whose chief executive officer, Sherene Azli, was delightfully surprised by the response and queries by people who flocked to her booth, no doubt spurred by the favourable exchange rate for locals.
“We would like to share our country as a nation that is open for tourism, investment and education, and promote Malaysia as a friendly and warm country,” said Mustapa.
He had announced the setting up of a National Export Council recently, which would enable events, such as Malaysia Night, to be held twice a year in the UK.
“With the involvement of the private sector, we should be able to do this, one in London and the other in another part of the UK. We will have a different approach, and avoid repeating the goods and services promoted,” he said before going on a walkabout to try the food on offer, even managing to persuade Sir Edward to try Terengganu keropok lekor from Tuk Din’s stall.
Last year, Sir Edward had his first taste of the Musang King durian, and with this year’s keropok lekor, it seemed that he was well and truly won over by Malaysian food.
British and Malaysian celebrity chefs have done their part to promote Malaysian food. Thanks to MasterChef champions, such Tim Anderson, Dru Baker, and Malaysian pride and joy Ping Coombes, and Malaysia’s own talent, such as Chef Norman Musa and YouTube sensation Caroline Artiss, more locals are able to try Malaysian rendang, roti jala and chicken curry, to name a few. For several years, these chefs have held interactive sessions with locals to cook Malaysian food.
This year, there was quite an excitement with the appearance of MasterChef no-nonsense judge John Torode. As evidence that Malaysian food is here to stay, BBC’s Good Food show has commissioned Torode for a 10-part series filmed in Malaysia and the UK, A Malaysian Culinary Adventure.
Torode was introduced to Malaysian food by Coombes’ winning version of nasi lemak, and recently, he visited Malaysian restaurants in Malaysia and here, including Dapur, Makan Cafe and Roti King.
“I quickly learnt why Malaysian food is so popular. You learn so much about the food when you know about the culture. That is what is so extraordinary about Malaysian food,” said Torode, who returned with memories of the azan in the air and aroma from incense burning in a nearby temple.
It is fair to say it was Malaysia that took the first step into Trafalgar Square, and now, the Koreans and Indonesians are also using the iconic site to promote their food and cultures.
Since Malaysia Night made its debut at Trafalgar Square, locals have gotten familiar with the Malay joget, silat and lion dance, and have heard the gamelan filling the night air.
This year, newly discovered and hidden talent, such as Dasha Logan, daughter of the late Alleycats singer, Loga, structural engineer from Newcastle Jeffri Ramli, and lawyer and Bintang RTM champion Jo-Anna Sue Henley Rampas, contributed to the success of the evening, wowing the crowd with their songs.
That night, revellers went home with more than Malaysian food in their tummies. It was a truly Malaysian experience that would entice many to visit the country.