About
Malaysia Kitchen for the World is a global initiative of the Malaysian government that aims to educate and inform consumers about Malaysian cuisine and Malaysian restaurants throughout the world.
The Malaysia Kitchen Programme (MKP) is a programme aimed at promoting Malaysian restaurants overseas, by creating demand for Malaysian cuisine through an integrated, holistic and multi-pronged promotion programme in collaboration with restaurant operators.
The main objectives of the MKP are ultimately to increase patronage of Malaysian restaurants operating overseas as well as increase exports of processed food, food ingredients, and agriculture produce and to attract tourists to Malaysia.
Promotion Strategies
Strategies to promote Malaysian restaurants and cuisine:
Capitalising on existing Malaysian restaurants overseas including franchise;
- Integrated campaign promoting Malaysian restaurants overseas;
- Promotion campaigns in cities where there is a critical mass of Malaysian restaurants;
- Leveraging on all touch points which covers various types of restaurants from fine dining, bistro, café, fast food and takeaways to cater for all market segments which includes the upper and middle class, executives, students, tourists, families and office workers; and
- Associating Malaysian cuisine with intellectually stimulating experiences by incorporating elements of knowledge, history, art, culture, creativity, innovations and lifestyle.
Benefits
1- Promotional Support
- Focused in public relations (PR) initiatives lined-up under the Malaysia Kitchen Programme which include reviews by well-known personalities, travel writers and novelist as well as evaluation by international restaurant rating agencies;
- Featured in the Malaysian Kitchen portal and promotion collaterals to create awareness about the restaurants;
- Exposure in international gastronomic events such as trade shows, cookery programmes and demonstrations.
2 - Financial Facilities
Export-Import Bank of Malaysia Berhad (EXIM Bank) provides financing facilities through the Malaysia Kitchen Financing Facility (MKFF) to assist Malaysian entrepreneurs in obtaining credit/financing facilities for the purpose:
- Opening of new restaurants overseas;
- Expansion of existing restaurant or opening of new branches; and
- Development of Malaysian food ‘franchise’ internationally.
For enquiries, please contact :
Malaysia Kitchen Secretariat,12th Floor, East Wing, Menara MATRADE,
Jalan Khidmat Usaha, Off Jalan Duta,
50480 Kuala Lumpur, Malaysia.
Tel : +603-6207-7273 / 7272/ 7266 / 7269
Fax : +603-6203-7024
Email : mkp@matrade.gov.my
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