Singapore already ahead in ‘food fight’ with Malaysia
(The Malaysian Insider) KUALA LUMPUR, Sept 25 — Top businessmen and executives from around the world were gathered at the Ritz Carlton hotel ballroom in Singapore during the 2005 Chinese New Year for a glittering award ceremony dinner. At the centre of each table was a colourful raw fish salad, known to Malaysians as “yee sang”.
"Welcome. I hope you enjoy this dish which is unique to Singapore," said the host to the excited guests as they reached for their chopsticks.
This incident is likely a common one in the city state with different types of food and illustrates what has become a contentious and possibly explosive issue of "food hijacking" between the two neighbouring countries that share a common heritage and was once a unified nation.
When Tourism Minister Datuk Seri Ng Yen Yen suggested that Malaysia promote its rich culinary heritage and claim certain dishes as its own however, it sparked off a storm of protest across the Causeway and was also condemned by some Malaysians.
The fact is, however, Singapore is already ahead in branding itself with food — chilli crabs being the most famous example as it has become synonymous with the island republic, with no Malaysian equivalent.
One incident vividly recalled by many Malaysians is when celebrity chef Anthony Bourdain made a visit to Singapore and was filmed eating Ampang yong tau foo, instantly creating an image in the minds of millions of foreigners who watch his popular show that Ampang yong tau foo is a Singapore dish.
Michael Tung, a product management and marketing executive at DiGi, one of Malaysia's most savvy marketing companies, says that it was an illustration of how Singapore benefits due to good marketing.
"Singapore did a good marketing job and we didn't," he tells The Malaysian Insider. "If other people start claiming a particular food, we lose an edge and an asset."
Read more at: Singapore already ahead in ‘food fight’ with Malaysia
