MaTiC and DMG Food Industries Launch Nationwide Tour to Promote Malaysian Heritage Products for Visit Malaysia 2026
KUALA LUMPUR — Malaysia is stepping up efforts to position its local food heritage as a key tourism attraction through a new strategic collaboration aimed at elevating homegrown brands on the global stage.
The Malaysia Tourism Centre has partnered with DMG Food Industries Sdn. Bhd. to promote traditional Malaysian products as part of the broader Visit Malaysia Year 2026 (VMY 2026) campaign.
The initiative was marked by the launch of the Road Tour Malaysian Cookies Visit Malaysia Year 2026, a nationwide programme designed to bring local food products closer to both domestic and international audiences.
Leveraging Tourism to Elevate Local Brands
MaTiC director Mohd Yasin Alwi said the collaboration reflects a strategic effort to integrate cultural heritage with tourism development.
He explained that the road tour will run in tandem with the VMY 2026 campaign timeline to maximise its impact on the tourism industry.
“This initiative allows us to highlight Malaysia’s unique culinary identity while enhancing the overall tourism experience. For now, our focus is on supporting the Visit Malaysia Year campaign, and any plans for long-term continuation will be considered in the future,” he said during the launch event.
The programme is expected to showcase Malaysia’s rich food culture, positioning it as a distinctive draw for visitors.
Nationwide Tour to Cover Key Destinations
Representing DMG Food Industries, Hassan Saad said the road tour is planned to span all 14 states across Malaysia.
The campaign is set to begin at major tourism hotspots, including destinations in Kedah and Melaka, before expanding nationwide.
According to him, the initiative aims to create greater exposure for Malaysian-made products by bringing them directly to high-traffic tourist locations.
“Our goal is to introduce Malaysian cookies and other local products to a wider audience, particularly international visitors, while showcasing the creativity and innovation behind our food industry,” he said.
Highlighting Innovation in Local Products
The tour will feature a range of products, including Malaysian Cookies and beverages such as Kuala Cola, which are positioned as symbols of local innovation.
Neatness Group Sdn. Bhd., one of the participating partners, will present Kuala Cola as a flagship product during the campaign.
Its director, Suzana Zajaria, described the beverage as a unique offering that incorporates Himalayan salt to deliver a distinctive premium taste.
“Kuala Cola represents more than just a drink. It reflects local creativity and innovation, and we hope it will contribute to strengthening Malaysia’s brand in the global market,” she said.
Collaboration Across Multiple Industry Players
The initiative brings together several industry players, including Helmi Gimmick Enterprise, Ryverra Chocolate & Confectionery and various local tourism agencies.
This collaborative approach is expected to create a more comprehensive promotional platform, combining food, tourism and branding efforts.
By integrating multiple stakeholders, the programme aims to enhance the visibility of Malaysian products while supporting small and medium enterprises within the sector.
Boosting Tourism Through Culinary Identity
The road tour is part of a broader strategy to leverage Malaysia’s culinary heritage as a tourism asset.
By showcasing traditional and innovative food products, the initiative seeks to create a more engaging and immersive experience for visitors.
This approach aligns with global tourism trends, where food and culture play a significant role in shaping travel decisions.
Potential Long-Term Economic Impact
While the current focus remains on the Visit Malaysia Year 2026 campaign, the collaboration could pave the way for long-term economic benefits.
Increased exposure for local products may open new export opportunities and strengthen Malaysia’s position in the global food industry.
The initiative also highlights the potential of public-private partnerships in driving innovation and growth within the tourism sector.
As preparations for VMY 2026 continue, the MaTiC-DMG collaboration represents a proactive effort to ensure that Malaysia’s cultural and culinary assets remain at the forefront of its tourism strategy.
-wilayah.com.my
