Kuala Lumpur, 11 July 2026 – Malaysia showcased its multicultural culinary heritage in Helsinki, Finland, as mee goreng, teh tarik and kuih ketayap took centre stage at the ASEAN Noodles in the Garden event.
The event, organised by the ASEAN Helsinki Committee and hosted at the residence of the Ambassador of Thailand, brought together members of the diplomatic community in Finland to celebrate ASEAN’s food culture, diversity and people-to-people ties.
Malaysia’s participation highlighted the country’s rich gastronomic identity, shaped by Malay, Chinese, Indian and indigenous influences. Through familiar dishes and flavours, the showcase offered guests a taste of Malaysia’s multicultural society and its wider tourism appeal.
The Embassy of Malaysia in Helsinki said the country’s selected dishes reflected Malaysia’s multicultural identity and the diverse traditions that continue to shape its food culture.
Mee goreng represented the country’s vibrant street-food tradition, while teh tarik highlighted one of Malaysia’s most recognisable beverages. Kuih ketayap, a traditional rolled crepe filled with sweet coconut, added a heritage dessert element to the showcase.
The event also provided an opportunity for Malaysia to promote its tourism narrative ahead of Visit Malaysia 2026. Food was positioned not only as a cultural experience, but also as an entry point for international visitors to discover Malaysia’s broader attractions.
These include warm hospitality, cultural diversity, islands and beaches, ancient rainforests, vibrant cities and world-class cuisine.
Food diplomacy has become an increasingly important part of how countries present themselves internationally. For Malaysia, cuisine offers a natural soft-power advantage because it reflects the country’s diversity, migration history and regional connections.
The showcase in Helsinki also supported ASEAN’s wider public diplomacy efforts in Europe. The ASEAN Helsinki Committee comprises the embassies of Indonesia, Malaysia, the Philippines, Thailand and Vietnam.
The committee works to raise ASEAN’s visibility in Finland, strengthen engagement with Finnish stakeholders and promote closer cooperation through cultural, economic and public diplomacy initiatives.
For Malaysia, participation in such events helps strengthen awareness among diplomatic and international communities, while supporting the country’s broader positioning as a premier travel and cultural destination.
As Visit Malaysia 2026 approaches, food-led engagement may become one of the country’s most effective ways to attract attention in overseas markets. Malaysian cuisine is accessible, memorable and deeply connected to the country’s national identity.
By presenting mee goreng, teh tarik and kuih ketayap in a diplomatic setting, Malaysia is using everyday culinary favourites to tell a larger story about culture, hospitality and national branding.
The Ledger Asia Insights
Malaysia’s culinary showcase in Finland may appear modest, but it reflects a powerful form of soft diplomacy.
For tourism and business observers, food is one of Malaysia’s strongest cultural exports. It gives foreign audiences an immediate and enjoyable way to understand the country’s diversity, from Malay kampung traditions to Chinese, Indian and indigenous influences.
This matters because Visit Malaysia 2026 will require more than advertising campaigns. Malaysia must build emotional appeal in overseas markets, and cuisine is one of the most effective ways to do that.
Events such as ASEAN Noodles in the Garden also show how diplomacy is becoming more experiential. Instead of relying only on formal speeches and policy briefings, countries are increasingly using culture, food, music and tourism storytelling to build relationships.
For Malaysia, this creates an opportunity to strengthen its tourism brand in Europe. Finland may not be Malaysia’s largest visitor market, but diplomatic exposure can help support wider awareness across Nordic and European networks.
The ASEAN angle is also important. By joining other Southeast Asian embassies, Malaysia benefits from regional branding while still showcasing its own identity. ASEAN food culture is diverse, but Malaysia’s advantage lies in its ability to present multiple cultural influences within one national cuisine.
For investors and businesses, tourism promotion has economic relevance. A successful Visit Malaysia 2026 campaign can support airlines, hotels, restaurants, retail, travel operators, event organisers and local small businesses.
The broader message is clear: Malaysia’s food is more than a lifestyle asset. It is a tourism driver, cultural bridge and soft-power tool. Used well, it can help the country stand out in an increasingly competitive regional travel market.
