Page 224-225 - MATRADE Annual Report 2013

Malaysia Night 2013 was graced with the presence
of Baroness Victoria Borwick, Deputy Mayor
of London and had a turnout of over 35,000
visitors. Total sales achieved amongst participating
restaurants including two product markets and
Malaysian craft sellers was RM405,288. The event
also received a wide media coverage.
Malaysia Night 2013 at
Trafalgar Square
Malaysia Kitchen Programme (MKP) is a project
undertaken by MATRADE since 2009. Its main
objectives are to increase patronage of Malaysian
restaurants abroad, increase export of processed
food, food ingredients and agriculture produce as
well as attract tourists to Malaysia.
In 2013, a total of 32 MKP related programmes
and activities were undertaken. Highlights of the
programmes included the Malaysia Night 2013 at
Malaysia Kitchen
Programme (MKP)
Trafalgar Square, London and hosting a group
of UK retail buyers to Kuala Lumpur to source for
processed food. The MKP campaign also expanded
the medium of promoting Malaysian food products
through online shops including Amazon.com,
Chuanglee and Wing Yip’s marketing channels. Over
1,170 product lines are now available in the UK
market.
Highlights of Export Promotion 222 ANNUAL REPORT 2013 STRENGTHENING GLOBAL FOOTPRINTS 223
The visit by a group of key UK buyers and importers
to Malaysia under MKP generated potential sales of
RM13.57 million for products ranging from noodles,
parathas, sauces, cookies, crackers, wafers, candies,
and soy products.
In the USA, 52 Duan Reade stores mainly in New York,
Manhattan, Brooklyn and New Jersey showcased
Malaysian food products in their stores for a 26-day
promotion. Three product lines have successfully
In China, MKP collaborated with 7-Eleven in
organising Malaysia Week promotion in its 200
stores in Beijing and Tianjin. The 14-day promotion
attracted more than 240,000 customers. A total of
32 product lines were promoted and among the
best-selling products were durian ice cream, canned
drinks, jelly pudding and white coffee. In Shanghai,
MKP organised a joint programme with Parkson
Grand where a total of 40 Malaysian brands with over
297 product lines, were promoted.
penetrated into the mainstream market in the United
States. Promotion activities were also carried out
through Malaysia’s Food Ambassador, Ms Christina
Arokiasamy who performed cooking demonstrations
on cuisines using Malaysian food products in New
York, Washington, Florida, Pennsylvania, California,
Georgia, Oregon, Nevada and Illinois.