LEIDSCHENDAM (Netherlands), July 30 (Bernama) -- The vibrant colours, tantalising aromas, and captivating rhythms of Malaysia were on full display at the inaugural Malaysia Fair 2024, held at the Westfield Mall of the Netherlands from July 27 to 28.
This landmark event, the first of its kind by Malaysia in the Netherlands, introduced Dutch audiences to the rich tapestry of Malaysian cuisine, agri-food products, tourism, and culture.
The primary objective was to bolster Malaysia's presence in the Netherlands, promoting its diverse offerings and fostering deeper connections between the two countries, the Embassy of Malaysia in The Hague said in a statement on Tuesday.
The Fair was organised by the Embassy of Malaysia in The Hague, with robust support from the Agriculture and Food Security Ministry (MAFS), Tourism Malaysia, and Malaysia External Trade Development Corporation (MATRADE).
It was officially launched by Malaysia’s Ambassador to the Netherlands, Roseli Abdul.
Among the guests who attended the event were ambassadors and diplomats from ASEAN member states' embassies based in The Hague, Dutch government officials, and representatives from various industries such as halal, tourism, and publications.
Visitors to the fair were treated to a culinary journey through Malaysia with booths offering iconic dishes such as nasi lemak, satay, teh tarik, roti jala, karipap, and a variety of kuih.
They also had the opportunity to purchase Malaysian fruits like Musang King durian, honey jackfruit, rambutan, dragon fruit, passion fruit and starfruit at the MAFS booth, according to the statement.
Additionally, booths from Aqina Holdings Sdn. Bhd, KULIM (Malaysia) Berhad, 3BUMI Trading Sdn.Bhd, and Malaysian Pineapple Industry Board (LPNM) provided samples of Malaysian fresh pineapple MD2 and food products, enticing Dutch visitors to explore new flavours.
Tourism Malaysia's booth was a hive of activity, providing comprehensive information about Malaysia's stunning tourism destinations in collaboration with TUI Nederland, a renowned Dutch leisure-travel company.
The cultural richness of Malaysia was on full display with mesmerising performances of traditional dances such as Joget Pahang and Joget Songket, enthralling visitors and offering them a glimpse into the heart of Malaysian heritage.
The Fair also showcased the MAHA Go Global 2024 initiative that aimed to foster global connections and promote Malaysia as a key player in agriculture and horticulture sectors on the international stage.
At least 50 exhibitors worldwide are expected to participate in MAHA 2024, which will take place from Sept 11 to 22 at the Malaysia Agro Exposition Park (MAEPS) in Serdang, Selangor.
“The Fair also served as a meeting point for the Malaysian diaspora in the Netherlands, who relished the opportunity to savour familiar foods and enjoy cultural performances. The event fostered a sense of community among Malaysians living abroad, strengthening ties, and providing a slice of home away from home,” the Embassy said.
It added that the Fair received an overwhelming positive reception and had succesfully achieved its objectives.
“The Malaysia Fair 2024 was a resounding success, marking a significant milestone in Malaysia's efforts to promote its culture, cuisine, fruits, F&B products and tourism on a global stage.
“The event not only fostered international business connections but also celebrated the rich cultural heritage of Malaysia, leaving a lasting impression on all who attended,” the statement read.
-- BERNAMA
