SHAH ALAM - The inaugural Malaysia Fair 2024, held at the Westfield Mall of the Netherlands, brought the vibrant essence of Malaysia to Dutch audiences with a dazzling display of food, culture and tourism on July 27 to July 28.
The colours, aromas and rhythms of Malaysia captivated Dutch visitors, a landmark event that showcases the rich tapestry of Malaysian cuisine, agri-food products, tourism and culture.
Held at the Westfield Mall of the Netherlands on July 27 to July 28, this was the first event of its kind by Malaysia in the Netherlands, designed to introduce and deepen the Dutch audience's connection to Malaysia.
Organised by the Malaysian Embassy in The Hague with support from the Agriculture and Food Security of Malaysia Ministry (MAFS), Tourism Malaysia and MATRADE, the fair aimed to bolster Malaysia's presence in the Netherlands.
The event was inaugurated by Ambassador of Malaysia to the Netherlands, Roseli Abdul and attended by a distinguished roster of ambassadors, diplomats from ASEAN member states, Dutch government officials and industry representatives.
Visitors embarked on a culinary journey through Malaysia with iconic dishes like nasi lemak, satay, teh tarik, roti jala, karipap and a variety of kuih. Malaysian fruits such as Musang King durian, honey jackfruit, rambutan, dragon fruit, passion fruit and starfruit were available for purchase at the MAFS booth.
Food samples from Aqina Holdings Bhd, KULIM (Malaysia) Berhad, 3BUMI Trading Sdn Bhd and the Malaysian Pineapple Industry Board (LPNM) delighted attendees, encouraging them to explore new flavours.
The Tourism Malaysia booth, in collaboration with TUI Nederland, buzzed with activity, offering comprehensive information about Malaysia's breathtaking destinations.
Cultural performances, including traditional dances like Joget Pahang and Joget Songket, mesmerised the crowd, offering a glimpse into Malaysia's vibrant heritage. The fair also introduced the MAHA Go Global 2024 initiative, aimed at enhancing business expansion, exports, and innovation within the agriculture and horticulture sectors.
With participation from over 50 exhibitors worldwide, MAHA 2024 will foster global connections and highlight Malaysia's role on the international agricultural stage. MAHA 2024 is set to take place from Sept 11-22 in MAEPS, Serdang, Selangor.
The fair provided a homecoming for the Malaysian diaspora in the Netherlands, who relished the opportunity to savour familiar foods and enjoy cultural performances, fostering a sense of community and connection.
The positive reception was overwhelming, with visitors, including Dutch business owners and local residents, eager to sample and purchase Malaysian foods and drinks. Engaging activities like tourism quizzes and batik painting added to the festive atmosphere.
The Malaysia Fair 2024 successfully raised Malaysia's profile among the Dutch public, enhancing their awareness and understanding of the country. Business participants gained valuable insights into the Dutch market and established connections with local players, while Malaysians reconnected and strengthened communal bonds.