Malaysia’s Ministry of Tourism, Arts and Culture brought a vibrant taste of home to Thailand with the Malaysia Food & Culture Festival 2025, hosted at Bangkok’s Samyan Mitrtown on 29–30 June. Aimed at raising Malaysia’s profile ahead of the Visit Malaysia 2026 campaign, the twoday event was designed to attract a diverse mix of visitors, ranging from students and office workers to families and regional travellers.
With a target of 10,000 attendees, the festival featured a rich mosaic of Malaysia’s culinary and cultural offerings. Guests savoured multicultural dishes reflecting the country’s Malay, Chinese, Indian and indigenous heritage, accompanied by live performances showcasing traditional dance, music, and artisan crafts. The presence of Tourism Minister Datuk Seri Tiong King Sing, who officially opened the event, underlined the festival’s diplomatic and strategic importance as a stepping stone toward deeper tourism cooperation in the region.
Highlighting its role in Malaysia’s broader tourism goals, Minister Tiong emphasised the event’s strategic value in boosting the nation’s 2025 targets of 43 million international arrivals and RM 283.8 billion in tourism revenue. He explained that the festival was an opportunity to “showcase Malaysian culture and cuisine to a wide audience” and particularly Thai nationals, who accounted for over 2.26 million arrivals to Malaysia and generated nearly RM 4 billion in tourism receipts during 2024.
Held in the heart of Bangkok, near universities, business districts and familycentred areas, the festival attracted a mix of local and international visitors, aligning with Malaysia’s goal of reaching out to potential new clients in both segments who might not yet have considered Malaysia as a holiday destination.
While this event brought an immediate flourish of cultural and economic exchange, its success also offers a clear pathway to the Visit Malaysia 2026 campaign. By combining toptier gastronomy with cultural showcases, Malaysia is aiming to inspire visitors to explore its diverse offerings – from cosmopolitan Kuala Lumpur to idyllic retreats in Langkawi – and deepen regional tourism ties.