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The Globalization of Malaysia National Cuisine: a Concept of ‘Gastrodiplomacy'

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The Globalization of Malaysia National Cuisine: a Concept of ‘Gastrodiplomacy' Research Article _______________________________________________________________________ Journal of Tourism, Hospitality & Culinary Arts (JTHCA) The Globalization of Malaysia 2018, Vol. 10(1) pp 42-58 © The Author(s) 2018 Reprints and permission: National Cuisine: A Concept of UiTM Press Submit date: 12th April 2018 Accept date: 26th May 2018 ‘Gastrodiplomacy' Publish date: 30th June 2018 Naili Nahar Shahrim Ab Karim* Roselina Karim Hasanah Ghazali Steven Eric Krauss Universiti Putra Malaysia, Malaysia [email protected] Proposed citation: Nahar, N., Karim, S.A., Karim, R., Ghazali, H. & Krauss, S.E. (2018). The Globalization of Malaysia National Cuisine: A Concept of ‘Gastrodiplomacy'. Journal of Tourism, Hospitality & Culinary Arts, 10(1), 42-58. Abstract Malaysia national cuisines are inherited through various generations and have been created through multiple evolutions and assimilations, in which formed very unique and delicious cuisines using various tropical ingredients. However, Malaysia national cuisine is still new to some of the global citizens. Therefore, food globalization is very important, because food globalization not only contributes to the trade industries but also contributes to other local industries such as tourism industries. A new term known as 'gastrodiplomacy' has been introduced recently to explains how countries used their national cuisines as a method to promote their countries, cultures, foods, attract foreign tourists and also build political relations. Malaysia also has rigorously applying gastrodiplomacy practices especially through the 'Malaysia Kitchen for the World' programme (MKP). Not only that, media such as documentary programmes and cooking competitions somehow contributes to the globalization of Malaysia national cuisine. Though the government and the citizens have taken various actions, there are still rooms for improvements to make the cuisines further known world-wide. Malaysia has been recognized as one of the best gastrodiplomacy practitioners in the world, and it is hoped that this article could be as a platform to share how Malaysia used this method to promote its national cuisines. Keywords: Gastrodiplomacy; Culinary Diplomacy; Malaysia Kitchen; Traditional Food; Food Tourism; Food Marketing 42 1 Introduction Malaysia is a tropical country located in the Southeast of Asia. Malaysia covers about 330,000 square kilometers and has diverse ethnicities and all living in harmony and respect for each other. Malaysia is covered by natural rainforests, wetlands, unspoilt islands with some of the world’s most exquisite coral reefs and beaches, rich floras and faunas that are home to countless rare species of insects, birds, and animals, and that’s not even mentioning the gastronomic heritage, which goes back many, many centuries (Withey, 2004). The temperature is always around 300C which is hot and humid. A typical day will normally start with a crisp morning and clear skies followed by a hot and humid afternoon which may be cloudy ending with warm heavy showers and thunderstorms almost on every afternoon. The term enjoying a meal on a hot sunny afternoon is eating a spicy meal in an open-air restaurant or at a hawker’s table with an oscillating fan while sweating streaks across the face and neck (Arshad, 2000). Malaysia is a multicultural country. According to the latest data provided by the Department of Statistics Malaysia in 2016, Malaysia has a total population of 31.7 million that comprised of 68.8% Bumiputera, 23.4% Chinese, 7.0% Indians and 1% other races (Department of Statistics Malaysia, 2016). The Bumiputeras or translated as ‘people of the land’ are Malay and orang asli from the Peninsular of Malaysia, and also the indigenous groups from the East of Malaysia which consist of the states of Sabah and Sarawak. Malays are the dominant ethnic group in Malaysia, representing more than half of the country’s population (Raji et al., 2017). Malaysian national cuisines are inherited from previous generations and descendants. They have been created through various evolutions. A dish is always identified by its name of origin; for example, laksa Penang or rice noodle soup is originated from Penang state (Arshad, 2000). While laksa Sarawak is originated from Sarawak state, laksa Kelantan is from Kelantan state, and laksa Johor is from the state of Johor; each of the laksa has a different flavour. Another popular dish is satay Kajang which is marinated chicken or beef on a wooden skewer originated from Kajang, Selangor (Arshad, 2000). Malaysians like their food to be enriched with coconut and chili. Sambal is one of the popular dishes which is grounded chilies cooked with onions, shrimp paste, and tamarind served with meals for dunking finger food (Hyman, 1993). Sambal can be made with anchovies, fish, chicken, and meat as well. Malaysian national dish mostly consists of a perfect combination of spicy, sweet and sour flavours. 2 Figure 1: Laksa Penang. Rice noodles soak together with hot herbal fish flavoured soup. Local cuisine is usually cooked with spices, and the inclusion of various spices into the traditional cooking has created a unique and palatable cuisine. Rice is the staple food for Malaysians. Rice is a symbol of spiritual strength or semangat. Eating rice gives inner strength and energy to the individual. It is usually cooked by boiling, steaming or preparing it as porridge or as a base to other side dishes. Rice is usually served with fish, meat, chicken, eggs or tofu, and vegetables. Rice dishes can also be served as a main meal in itself. The addition of seafood, meat or chicken with some vegetables to the rice recipes makes the dish a complete meal in itself. Some of the popular rice dishes are nasi lemak, nasi goreng, nasi kerabu and nasi ayam. The method of preparation includes roasting, boiling, frying, steaming, toasting, and sun drying and marinating. Most traditional foods make use of traditional products including chicken eggs, duck eggs, glutinous flour, rice, meat, prawns, fish, fruits and others (Arshad, 2000). Malaysian foods resulted from the assimilation and transformation of broad racial mix and immigrants who came to Malaysia in the past. This assimilation has created a unique and flavourful food. It is believed that satay is originated from kebabs which came from the Arabs where they had brought onions, almonds, pistachios, and raisins to Malaysia. Next, the Indians were brought to Malaysia adding more spices to the Malaysian cuisine, from bread, rice pilaus, curry, to unique vegetarian dishes. The Indians had brought their bread, and curry while the Indonesians brought Chinese soy sauce, bean sprouts, and tempeh. There are many regional differences in Malaysian food (Hyman, 1993). The eastern state of Kelantan and northern states such as Kedah and Perlis are influenced by the proximity of Thailand with its heavy use of tamarind, fish sauce and lime. In the southern state of Johor, the food there is mostly influenced by the 3 Javanese food culture (Withey, 2004). The state of Negeri Sembilan is influenced by the migration of the Minangkabau people from Sumatra, known for its very hot curries. The main meats are chicken, lamb, duck, and beef. Fresh and saltwater fish, prawns and squid are also very popular. 2 Food Globalization Food globalization must be welcomed because no cultures have ever remained identical and unchanged over time. Globalization is the main cause for the border of cultures between countries to vanish and has created a new world of openness. The new generations are more open-minded, and they learn to assimilate into other cultures. ‘Globalization will not make local cultures disappear,’ on the contrary, in a framework of worldwide openness; ‘all that is valuable and worthy of survival in local cultures will find fertile ground in which to bloom’ (Llosa, 2001). Food globalization has created food neoculturism among the global citizens where nowadays global citizens have accepted international foods such as pizza which is originated in Italy and also sushi which is originated from Japan in their culture. Sushization has become the food trends and sensation around the world, where there is a variety of sushi’s topping suited to the taste of local citizens in particular country. Though sushi is available globally, still sushi has not lost its status as Japanese cultural property. Globalization does not necessarily homogenize cultural differences nor erase the original cultures (Hall et al., 2008). Same goes for pizza, for example in Malaysia there are sambal and rendang toppings for pizza sold by Pizza Hut Malaysia. Food glocalization is vital so that people around the world could accept foods new to their taste buds. Glocalization has been long applied by McDonald’s for example in Paris a city well-known for its love for fine cuisine has now well acceptance towards fast food, such as the revered French bread has been McDonaldized (Ritzer, 2000). The term ‘McDonaldization’ has been globally used to not only described in the food glocalization but also on many aspects such as business and marketing. United Kingdom through its supermarkets such as Marks & Spencer (M&S), ASDA and Tesco have sold many ethnic foods where most of the ethnic foods are described as authentic and healthy. ASDA UK is currently selling ASDA ‘A Taste of Malaysia Mango Laksa Curry’ which is manufactured in Leeds, UK and sold at ASDA supermarket at the price of £1.29. While Marks & Spencer UK (M&S) has not only sell instant laksa paste but also has provided a recipe
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