Gastronomy, Tourism, and the Soft Power of Malaysia

Hussin, Hanafi

doi:10.1177/2158244018809211

Cited by 28 publications

(20 citation statements)

References 50 publications

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“…Every ethnic group in the world express their own cultures in their ways like food is a cultural product to unite people and has significant soft power (Hussin, H., 2018(Hussin, H., , 2019. The forms of rumah adat, the design of pakaian adat, the kinds of tools used for all activities, and the foods are different from one ethnic group to the others.…”

Section: The Landscape Of Cultural Identity At Rm Minangmentioning

confidence: 99%

Landscape of Cultural Identity at Rumah Makan Minang

Oktavianus

2019

JATI

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Every ethnic group in the world has its own cultural identity. It marks the characteristic and indicates the uniqueness of a particular ethnic group. The landscape of cultural identity is very complex and dynamic. Continuous studies are needed. This research is an attempt to investigate the landscape of cultural identity of one ethnic group in Indonesia. The research is conducted on Rumah Makan Minang (RM Minang)-the culinary business of Minangkabau people of West Sumatera. The signs used at RM Minang are assumed to represent cultural identities. The data for this research is taken from RM Minang in Sumatera, Java, Bali, Lombok, Sulawesi, Papua and Kuala Lumpur. The analysis of data is conducted from the perspective of the linguistic and nonlinguistic landscape through a multimodal approach. In terms of the form, the result of the analysis indicates that the landscape of cultural identity at RM Minang consists of linguistic and nonlinguistic signs marking Minangkabau, national and foreign cultural identity. In terms of design, the landscape of cultural identity at RM Minang always uses different semiotic modes in one text to construct cultural identity.

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Section: The Landscape Of Cultural Identity At Rm Minangmentioning

confidence: 99%

Landscape of Cultural Identity at Rumah Makan Minang

Oktavianus

2019

JATI

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“…This rise in tourism and in particular, the food as an important tool for softpower strategy (Hussin, H, 2018), the Nyonya restaurants provides economic opportunities for the Baba Nyonya and highlights Nyonya cuisine. It is as an identifier of culture and history, but there is the potential for commodification to jeopardise cultural authenticity in this commercial context.…”

Section: Tourism In Melakamentioning

confidence: 99%

Between Cultural and Commercial of Nyonya Food in Melaka

Luebe

Hussin

2019

samudera

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This article explores the commodification of Nyonya food in Malacca. Nyonya cuisine gained recognition and became a commercialised cuisine over the past decades. A case study approach was used for this research to look into the emergence of these restaurants and their interaction with the heritage of the Baba Nyonya. Data regarding usage of food in the Baba Nyonya context was collected from secondary data, observations, informal interviews, and by eating at twenty Baba Nyonya restaurants. This information was used to provide a current overview of Baba Nyonya restaurants. From there, the analysis aims to identify examples and patterns of commodification resulting from the emergence of Nyonya restaurants. The effects of commodification are evaluated in terms of its influence on the forms and functions of Nyonya food. Forms of the food such as ingredients, menu items and preparation techniques show a wide range from remaining authentic to being highly commodified. In regard to function, the transition into the commercial sector as a means of earning wealth marks a deviation from the previous function of food as a key cultural aspect of celebrations and as an indication of wealth. Nonetheless, this transition of Nyonya food into the commercial sector marks a continuation of an even prior Baba Nyonya characteristic of business ingenuity and economic creativity.

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“…Over the years, to meet the needs under the slogan, the federal government has taken extensive measures. In 2013, the government had renamed the Malaysian Ministry of Tourism into the Ministry of Tourism, Arts and Culture for the purpose to use culture and heritage as an approach to encourage and attract the international tourists (Hussin, 2018). A list of concerns highlighted in researches (Sudipta & Sarat, 2010;Yang, Sharif, & Khoo-Lattimore, 2015;Alkahsawneh & Alfandi, 2015, a few to mention) disclose that Malaysian authorities have to present a very soft image of the country to counter any negative feelings against the country.…”

Section: Branding Tourism Malaysia Through 'Malaysia Truly Asia'mentioning

confidence: 99%

“…Irrespective of the negative views within the academia, in 2013, Malaysia had received 25.72 million tourists, which brought 65.44 billion to the national economy. In 2017, around 25.9 million global (figure 1) tourists had brought RM82.1 (figure 2) billion and this is major contributions to the revenue (Hussin, 2018). Under the Malaysia Tourism Transformation Plan, Malaysia aimed to bring in 36 million tourists in the country by 2022 (Omar, Karim, Bakar, & Omar, 2015).…”

Section: Branding Tourism Malaysia Through 'Malaysia Truly Asia'mentioning

confidence: 99%

“…However, only slogans and image building are not sufficient to promote tourism. Its indispensable to heavily invest in infrastructure especially related to tourism (Kadir & Karim, 2012;Shahbaz, Kumar, Ivanov, & Loganathan, 2015;Hussin, 2018) for attaining economic growth (Tugcu, 2014). It is the branding of the nation and its image as the diverse and peace-loving, which has brought the trickle-down effects on the local economy.…”

Section: Branding Tourism Malaysia Through 'Malaysia Truly Asia'mentioning

confidence: 99%

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Branding Malaysia And Re-Positioning Cultural Heritage In Tourism Development

Hussin

2018

JATI

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In the regional and global competitive tourism sector, branding Malaysia as Turley Asian has maximally helped the country. The branding efforts have facilitated Malaysia to present itself as a true sign of pluralism, a mixture of harmonious cultures and the true soul of Asia. The intangible cultural heritage especially food heritage and traditional performing arts have also significantly contributed to branding 'Malaysia Truly Asia'. The multiple traditional and cultural performances represent multicultural Malaysia. In these performances, all ethnic groups, i.e. Indian, Chinese, Malay, Indigenous and others are represented adequately. Malaysian traditional cuisine also represents the pluralism of Malaysian society. Authentic and hybrid foods and the traditional performing arts have made the country a mini Asia or the soul of Asia. Understanding the position and contribution of both traditional food and performing arts to promote Malaysian tourism under the slogan of 'Malaysia Truly Asia' is extremely important in developing the Malaysian tourism sector. Under the concepts of identity and culture as a segment of branding approaches, this article will analyse how cultural heritage has helped to brand Malaysia as Truly Asia for the development of the tourism sector of Malaysia.

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Gastronomy, Tourism, and the Soft Power of Malaysia

Cited by 28 publications

References 50 publications

Landscape of Cultural Identity at Rumah Makan Minang

Landscape of Cultural Identity at Rumah Makan Minang

Between Cultural and Commercial of Nyonya Food in Melaka

Branding Malaysia And Re-Positioning Cultural Heritage In Tourism Development

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