The campaign mounted by Malaysia External Trade Development Corp (Matrade) on the Malaysia Kitchen Programme (MKP) in the US, the UK, Australia and New Zealand has resulted in gastronomical success for the participating Malaysian restaurants.
Malaysian restaurants overseas that are under the programme have seen their revenues rise nearly a quarter, or 23.7 per cent during the campaign. The campaign has helped attract about 23.5 per cent more people to eat Malaysian food in New York, London, Sydney, Melbourne, Perth, Auckland and Wellington. According to Matrade deputy chief executive officer Datuk Zakaria Kamarudin, the campaign has generated significant outcome in term of increases in restaurants, patronage, revenue, opening of new outlets, recognition through labels, franchises, access to mainstream supermarkets, as well as visibility in local popular television shows.
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