Malaysian Cuisine Blog Posting Strategy

This blog is running by a postgraduate student studying in MA International Public Relations and Global Communication Management of Cardiff University. In Digital Communication Management course, our team will run a 4-week digital campaign for promoting a restaurant in Cardiff named Happy Lok Diner. Happy Lok Diner is an authentic Malaysian restaurant that offers cheap and homemade Chinese food with Malaysian specials, Japanese and Thai cuisine.

 

Happy Lok Diner
Happy Lok Diner

 

Target Audience

Happy Lok Diner already has many Asian customers because of its authentic food, however, few local people know about this restaurant. Therefore, this campaign aims to expand local market. The target audiences of this blog are the same with the campaign, which would be local students. The reason of choosing students is because one of the biggest strength of Happy Lok Diner is the cheap price of the food, which could attract a number of students.

Key Blogger Influencers

For better developing this blog, I have look at the following bloggers to study their blog content and blog design: Gourmet Gorro, Latitudes and KYspeaks.

Gourmet Gorro is running by a famous food blogger in Cardiff, who also wrote review of our client, Happy Lok Diner. The design of this blog is very simple and the content is all about restaurant in Cardiff, South Wales. The blogger also use a lot of pictures of food in posts. These characters might be helpful to approach local audience in Cardiff.

Latitudes is a blog about the lifestyle of southeast Asia. There are many posts about Malaysian food in this blog. KYspeaks is a popular Malaysian food blog running by an international traveller. These two blogs could bring different perspectives from Malaysian locals and foreigners of Malaysian cuisine.

How to Approach Target Audience

In order to understand the needs of target audiences, I used Answer the Public to get following figures:Questions about Malaysian food

 

preposition about Malaysian foodAccording to the figures, it can be found out that many people are interested in the famous Malaysian food, Malaysian Chinese food, Malaysian food vs Thai and Malaysian food recipes. Therefore, I will focus on these points in my posts and mention Happy Lok Diner at the same time.

In conclude, this blog will focus on sharing  Malaysian food culture and authentic Malaysian food recipies to local people in Cardiff.

Peranakan Cuisine in Malaysia: Prawn & Coconut Laksa


Peranakan cuisine
(also known as Nyonya cuisine) is one of the most important parts of Malaysian food, which combines Chinese cuisine and Malay cuisine. The perfect combination of traditional Chinese cooking methods and Malaysian spices brings exquisite dishes with strong taste of sweet and sour, spicy, and other flavours. Each sauce used in Peranakan cuisine is made up of at least ten different spices. Many Malaysian aborigines consider Peranakan cuisine as the witness of the marriage of Malaysian people and Chinese people.

Peranakan cuisine
Peranakan cuisine

Peranakan cuisine has widely spread in Malacca, Penang, Singapore, Indonesia, and Thailand, and has different tastes in different areas. In Malaysia, especially the north peninsula, the taste of Peranakan cuisine is more spicy and sour than in other areas. Moreover, Peranakan cuisine in Penang is always served with dried shrimp sauce because of the influence of Thai cuisine.

Peranakan cuisine were developed by women who could only spend a lot of time in the kitchen. Before marriage, girls learned cooking from their mothers in the kitchen; after getting married, mothers-in-law and daughters-in-law would also cook dishes together. Thus, Peranakan cuisine also represents the memory of family for Malaysians.

Because sauces used in Peranakan cuisine are made up of a variety of different spices, the preparation of a dish used to be very time-consuming. However, by the impact of fast food culture, people can also buy sauces easily, which save a lot of time for cooking.

Laksa is one of the most famous dishes of Peranakan cuisine, which nicely combines Chinese food and Malay cooking method. Here is the recipe of Prawn & coconut laksa from Good Food magazine (2009):

Ingredients

2 tsp oil

1 garlic clove, crushed

1 spring onion, finely chopped

2 tsp finely chopped fresh root ginger

1 green chilli, deseeded and finely chopped

Prawn & Coconut Laksa
Prawn & Coconut Laksa

juice from ½ lime

100g raw prawns, any size

165ml can coconut milk

100ml chicken or vegetable stock

100g dried egg noodles

chopped coriander, to serve

Method

Heat the oil in a large pan or wok. When hot, throw in the garlic, spring onion, ginger and green chilli. Cook on a medium heat for 3-4 mins, then squeeze in your lime juice.

Stir in the prawns, then add in the coconut milk and stock. Simmer gently for 5 mins on a low heat until the prawns are pink.

Meanwhile, cook your egg noodles in a pan of boiling water for 4 mins until soft. Drain, then tip into the laksa pan. Season to taste, then serve in a bowl, topped with coriander. Continue reading “Peranakan Cuisine in Malaysia: Prawn & Coconut Laksa”

Malaysian Cuisine: Diverse and Multi-ethnic Food

Malaysia is a diverse country with multi-ethnic population, which is also showed in its food culture. This country has developed its unique, rich, and colourful food culture by bringing together a variety of dishes from Chinese, Indian and Western cuisine and combining them with Malaysian ethnic food. At Happy Lok Diner, an authentic Malaysian restaurant located in Cardiff, you can also find that its menu has varied dishes from different countries.

Malaysian Chinese Food

Malaysian Chinese cuisines developed based on ancient Chinese immigrants’ recipes. Because most of them were from southern China, Malaysian Chinese food is more likely to have characteristics of Cantonese cuisine, Haka cuisine, Fujian cuisine and Teochew cuisine.

Chinese food can especially be found in areas of Chinese communities, from roadside stalls to fancy restaurants, from snacks to expensive banquet throughout this country. You can always find new experience about Chinese food in Malaysia.

Clay Pot Bak Kut Teh
Clay Pot Bak Kut Teh

Malaysian Chinese like cook brown rice or rice with chicken oil for staple (usually called chicken rice). And for main courses, representative dishes include Bak Kut Teh, Bakkwa, Cantonese fried noodles, Chai tow kway, Char kway teow, Hainanese chiken rice and Curry Mee.

Malaysian Indian Food

Tamils, descendants of immigrants from modern Indian state of Tamil Nadu and Sri Lanka’s Northern Province, brought the Indian food into Malaysia. Malaysian Indian cuisine is more similar to the South Indian cuisine, which is also spicy. The famous Malaysian Indian dishes include Chapati, Tapai, Tosel and Banana leaf rice.

Malay Food                                                                                        

Malay cuisine has been influenced by many different cuisines for many years. Overall, Malaysian food is generally spicy, even more spicy than Thai Food, chilli peppers (fresh and dried) seem to be indispensable to Malay food. Malaysian always cook meat, fish and

Kangkung belacan
Kangkung belacan

vegetables with different spices (Asam and dried chilli), herbs (lemongrass) sauce (Sambal, Soy sauce and Nyonya sauce), and eat with staple food like rice (always cooked with coconut milk) or noodles. Moreover, Malaysian would also dip their main courses into the sauce. Some popular Malay dishes are Asam pedas, Ayam goreng, Ketupat, Laksang, Rendang, SatayTempoyak and Kangkung belacan.

(All pictures of this blog are taken at Happy Lok Diner Cardiff)

Continue reading “Malaysian Cuisine: Diverse and Multi-ethnic Food”