The Malaysia Kitchen Programme began in 2006 and has gone through various agencies and Ministries, such as, the Economic Planning Unit, Ministry of Entrepreneur and Co-operative Development (MECD), Ministry of Tourism and Ministry of Foreign Affairs before it was assigned to the Malaysia External Trade Development Corporation (MATRADE) in late 2009.
Over the past two years, MKP has evolved to become a national branding initiative. The primary objective of this programme is to brand Malaysia through its cuisine. Through an integrated and holistic approach, the MKP introduces Malaysian products and services that spans from food to non-food. It also strives to elevate Malaysia’s offerings in tourism in major cities such as New York, London, Sydney, Melbourne, Perth, Auckland and Wellington.
In 2010, a survey showed that there were 454 Malaysian restaurants worldwide located mainly in Australia (157), USA (79), UK (47), Canada (31), Indonesia (28), Thailand (18), China (13), Hong Kong (12), Netherlands (11) and New Zealand (10). MATRADE’s promotional initiative in 2010 were focused at “creating a buzz” in 7 major cities in 4 mainstay markets i.e. the USA, UK, Australia and New Zealand. This was expanded in 2011 to include 3 cities in China and Hong Kong. More efforts were put in to create higher visibility for Malaysian cuisine in these cities.
For 2012, there are 647 Malaysian restaurants worldwide located mainly in Australia (207), USA (84), UK (64), New Zealand (46), Indonesia (46), Philippines (27), Thailand (27), China (25), Canada (24) and Hong Kong (20). The number of restaurants has increased about 42.5% since the re-launch of Malaysia Kitchen Programme in 2010.
Among the outcome of MKP are:
· About 1.3 billion people in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington know about Malaysia through the MKP media programme;
· 150 million people took part in MKP campaigns (inclusive of events and social media);
· 23.5% more people in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington choose to eat Malaysian cuisine;
· 1,056 Malaysian product lines representing 265 brands in 50 mainstream supermarkets in London, New York, Sydney and Auckland;
· 23.7% increase in revenue for participating MKP restaurants in the USA, UK, Australia and New Zealand; and
· 42.5% increase in number of new Malaysian restaurants registered with MKP.
o 2010 = 454 restaurants
o 2011 = 564 restaurants (increase of 24.2% from previous year)
o 2012 = 647 restaurants (increase of 14.7% from previous year)*
*Note: figure as of August 2012
In addition, a total of 864 reviews on the MKP activities undertaken were lodged in the largest On-line Food Guide in London and New York. For the first time, Malaysian restaurants have received Michelin awards in New York and recognition in Hong Kong. We also saw expansion of Malaysian franchises abroad and a Malaysian restaurant association was even established in the United Kingdom.
Going forward, leveraging on the image and growing popularity of MKP to win confidence of consumers in the market, efforts are being taken to bring Malaysia into every home in targeted markets through supplies of products and services.
Over the past two years, MKP has evolved to become a national branding initiative. The primary objective of this programme is to brand Malaysia through its cuisine. Through an integrated and holistic approach, the MKP introduces Malaysian products and services that spans from food to non-food. It also strives to elevate Malaysia’s offerings in tourism in major cities such as New York, London, Sydney, Melbourne, Perth, Auckland and Wellington.
In 2010, a survey showed that there were 454 Malaysian restaurants worldwide located mainly in Australia (157), USA (79), UK (47), Canada (31), Indonesia (28), Thailand (18), China (13), Hong Kong (12), Netherlands (11) and New Zealand (10). MATRADE’s promotional initiative in 2010 were focused at “creating a buzz” in 7 major cities in 4 mainstay markets i.e. the USA, UK, Australia and New Zealand. This was expanded in 2011 to include 3 cities in China and Hong Kong. More efforts were put in to create higher visibility for Malaysian cuisine in these cities.
For 2012, there are 647 Malaysian restaurants worldwide located mainly in Australia (207), USA (84), UK (64), New Zealand (46), Indonesia (46), Philippines (27), Thailand (27), China (25), Canada (24) and Hong Kong (20). The number of restaurants has increased about 42.5% since the re-launch of Malaysia Kitchen Programme in 2010.
Among the outcome of MKP are:
· About 1.3 billion people in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington know about Malaysia through the MKP media programme;
· 150 million people took part in MKP campaigns (inclusive of events and social media);
· 23.5% more people in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington choose to eat Malaysian cuisine;
· 1,056 Malaysian product lines representing 265 brands in 50 mainstream supermarkets in London, New York, Sydney and Auckland;
· 23.7% increase in revenue for participating MKP restaurants in the USA, UK, Australia and New Zealand; and
· 42.5% increase in number of new Malaysian restaurants registered with MKP.
o 2010 = 454 restaurants
o 2011 = 564 restaurants (increase of 24.2% from previous year)
o 2012 = 647 restaurants (increase of 14.7% from previous year)*
*Note: figure as of August 2012
In addition, a total of 864 reviews on the MKP activities undertaken were lodged in the largest On-line Food Guide in London and New York. For the first time, Malaysian restaurants have received Michelin awards in New York and recognition in Hong Kong. We also saw expansion of Malaysian franchises abroad and a Malaysian restaurant association was even established in the United Kingdom.
Going forward, leveraging on the image and growing popularity of MKP to win confidence of consumers in the market, efforts are being taken to bring Malaysia into every home in targeted markets through supplies of products and services.
No announcement for today.