KUALA LUMPUR, May 23 (Bernama) — “The Taste of Malaysia” programme that promotes Malaysian foods and beverages (F&B) in Dublin, Ireland, has attracted strong interest from Irish consumers.
Taking place from May 1 to 31, it is held in collaboration with Asia Market, the largest Asian food suppliers in Ireland and with the support of the Embassy of Malaysia in Dublin.
The programme aims at increasing market awareness about Malaysian F&B, as well as to strengthening Malaysia’s brand presence in the local F&B segment.
Megat Iskandar Ahmad Dassilah, trade commissioner of Malaysia External Trade Development Corporation (MATRADE) London, said the cooking demonstrations have created hype and attracted consumers into the stores to purchase Malaysian F&B products.
“It is timely for us to organise this promotion as the situation in Ireland has returned to its pre-pandemic levels as COVID-19 restrictions are no longer applicable.
“Combined with online promotion, we believe more sales could be generated, thus creating more opportunities for other Malaysian food products to enter the Irish market,” he said in a statement, today.
The one-month promotion programme is conducted in hybrid format, consisting of both online and in-store promotions at both Asia Market stores in Drury Street and Ballymount in Dublin.
Megat Iskandar said this strategic partnership provides a cost-effective marketing approach for Malaysian exporters to seize new business opportunities and generate higher export sales contributed by new sales leads resulting from extensive promotion activities.
The promotion features products ranging from paste and sauces, snacks, biscuits, coffee mix, spices, and instant noodles to ready-to-eat meals from more than 20 Malaysian food and beverage brands, including Dollee, Baba’s, Adabi and Brahim’s.
To enhance the effectiveness of the programme, Megat Iskandar said MATRADE has engaged Sham Hanifa, a Malaysian celebrity chef and TV regular based in Ireland, and online influencer DJ & Cook Marcus O’Laoire for live cooking demonstrations, using Malaysian ingredients and products available at the supermarket.
“In this way, Irish consumers had the chance to experience Malaysian cuisine directly,” he added.
In 2021, Malaysia’s total trade with Ireland amounted to RM13.68 billion, with exports to the republic valued at RM289.5 million for the first four months of 2022.
Megat Iskandar said MATRADE will continue to embark on various promotional activities, enriching Malaysian companies’ exports in the global market moving forward.