The Voice of Chandigarh

Tourism Malaysia, in collaboration with Serai Group, launched the “Truly Malaysian, Truly Sedap” campaign. This initiative aims to elevate the culinary heritage of Malaysia as a national identity in conjunction with the Visit Malaysia 2026 (VM2026) campaign, which is themed ’Malaysia: A Sustainable and Culturally Rich Destination’.

The campaign seeks to solidify the position of Malaysia within the gastronomy sector as a premier culinary destination through two iconic offerings that are favourites among locals and international visitors, namely satay and the Durian Shake.

The “Truly Malaysian, Truly Sedap” campaign highlights satay, a dish officially recognised in the National Heritage List 2009, presented with an authentic touch and a signature peanut sauce from Serai Group. Also featured is the Durian Shake, a premium modern interpretation of the ‘King of Fruits’ crafted to appeal to the palates of both international and local visitors.

Mr. Mohd Amirul Rizal bin Abdul Rahim, Director General of Tourism Malaysia, stated, “Initiatives such as this support the efforts of Tourism Malaysia to diversify tourism products, specifically within the gastronomy segment, while enhancing the appeal of Malaysia as a preferred destination. During the first quarter of 2026, Malaysia recorded 10.6 million international visitor arrivals, representing an increase of 5.4 per cent compared to the same period in 2025.”

“Food is among the most effective mediums to experience the unique offerings of Malaysia. Through every bite, you can sense the warmth, diversity, and uniqueness of the nation. We invite the public to celebrate our national pride through Serai style satay and the Durian Shake,” said Puan Rina Abdullah, Group Director of Serai.

This collaboration extends beyond mere culinary service through the hosting of a launch event at Seri Negara, which featured live satay grilling demonstrations and cultural performances. The event brought together the media, strategic partners, and the public in a meaningful experience.

The public can enjoy these special offerings at all Serai outlets from 12 May until 31 December 2026. Visitors are encouraged to share their experiences using the hashtags #TrulyMalaysianTrulySedap and #VisitMalaysia2026 to celebrate the uniqueness and diversity of Malaysian flavours.