Branding Malaysia as Truly Asia through Gastronomic Representation.
Hanafi Hussin
- Osaka-JP : National Museum Ethnology, 2019.
- páginas 199-212: ilustraciones en blanco y negro.
- Irregular
- no. 100 (2019)
- Senri Ethnological Studies ; no. 100 .
- National Museum of Ethnology Osaka. .
Branding Malaysia as 'Truly Asia' has helped Malaysia present melli harmonious mixing pot of different cultures. As a true symbol of pluralism, the country has gradually established a unique brand asserting thelf the soul of Asia, making it an excellent destination with dynamic gastronomy and thed culture. Gastronomy itself, the art of culinary customs and styles of and eating food, is the Malaysia's secret recipe for becoming lies of king mecca. The country's food culture is indeed popular for its uniqueness. it always been associated with Malay, Chinese, Indian, and other cuisines. Its famous foods, such as nasi lemak, char kway teow, and roti canai, which respectively mirror the country's Malay, Indian, and Chinese cuisines, spearhead the campaign to brand Malaysia as a 'Food Paradise' where people can find and sample a diversity of delectable foods and distinctive palates within a single country. Anchoring identity and culture as part of the branding approach, this paper discusses, based on personal observations and secondary data, how gastronomy, o culinary customs or styles, helps to brand Malaysia as Truly Asia: a multi-cultur society in which all ethnic groups, cultures, and foods co-exist peacefully.
CULTURA ALIMENTARIA TURISMO GASTRONOMICO GASTRONOMIA TRADICIONAL