Malaysia

Since 2010 Malaysia has undertaken a similar project by running the “Malaysia Kitchen” Programme.^[11] The programme, carried out by the Malaysia External Trade Development Corporation, has focused most of its efforts to promote Malaysian cuisine in Australia, United States and United Kingdom. Malaysia is an especially appropriate country to conduct Culinary Diplomacy due to its history as a culinary crossroads and its current mix of Malay, Chinese, and Indian populations. The approach, which has employed celebrity chefs such as Rick Stein and Norman Musa in the UK, has had significant impact in increasing awareness of Malaysian cuisine and Malaysian restaurants through product promotions and cooking demonstrations at supermarkets, food festivals and an annual night market at Trafalgar Square, London.