The gastronomy and culture-driven initiative is said to have the potential to stimulate the country’s food and beverage (F&B) segment and contribute to national economic growth.

Speaking at the launching ceremony, Tourism Malaysia Deputy Director-General Lee Thai Hung said that last year, the export value of the segment recorded a 16.1% increase, to reach 17.19 billion MYR (US$4.05 billion).

Programs like “Spice & Soul of Malaysia” not only help market more local food products internationally and domestically but also have the potential to attract more visitors, he said.

Lee said he encourages greater participation from industry players, including hotels and restaurants, to showcase the diversity of Malaysian cuisine.

Five entities are taking part in the programme, including restaurants under the Malaysian Muslim Restaurant Operators Association (PRESMA), Saloma Kuala Lumpur, and Hotel Royal Signature.

Malaysia, named Asia’s most loved country in 2024 by the American finance website Insider Monkey, received 13.3 million foreign tourists in the first four months of this year, marking a 21% increase year-on-year.