Tourism Minister Calls for Celebration of Malaysia’s Culinary Diversity and Unity

22 January 2026

KUALA LUMPUR: Minister of Tourism, Arts and Culture Datuk Tiong King Sing has emphasised that Malaysian cuisine offers more than just flavour, saying it reflects the nation’s rich cultural identity and heritage.

Speaking at the launch of the Rasa Malaysia campaign on Tuesday in collaboration with renowned brand Oriental Kopi, Tiong said tourists experience Malaysia not only through its food, but also through the cultural values embedded in each dish.

He noted that international visitors often highlight how Malaysia’s diverse heritage enhances their dining experience, citing iconic dishes such as Penang char kuey teow, Sarawak mee kampua and Johor’s distinctive local flavours.

According to him, Malaysian cuisine is memorable not only for its taste, but also for the diversity it represents.

Tiong called for stronger efforts to preserve cultural values in Malaysian food while continuing to promote and celebrate the country’s culinary heritage.

He stressed that tradition and creativity must progress together, adding that traditional dishes can be innovate, including halal and seafood-based versions, without compromising authenticity.

He also urged all parties not to turn food into a source of unnecessary controversy, warning that politicising cuisine could create division.

“Our shared culinary diversity is meant to be celebrated, not used to divide,” he said, adding that unity around food reflects peace and harmony and is vital to Malaysia’s image and tourism sector.

Highlighting Malaysia’s long-standing strength, Tiong said the nation’s diversity of religion, race and culture is its defining identity, underpinned by tolerance, mutual respect and cooperation.

However, he expressed concern after hearing from some visitors who felt that the sense of harmony in Malaysia was no longer as strong as before. He said this should serve as a reminder for Malaysians to work harder not only to promote tourism products, but also to uphold the values that make the country special.

Tiong added that the Rasa Malaysia campaign is a long-term initiative extending beyond 2026, aimed at supporting the economy, benefiting communities nationwide and creating opportunities for Malaysians from all backgrounds.

If implemented effectively, he said, the campaign would deliver widespread benefits.

He concluded by calling on Malaysians to continue celebrating their unique food, diversity and unity, not only as tourism assets, but as the very soul of the nation.