Discover the Exotic Flavors of Malaysian Food as Malaysian Restaurant Week Returns June 13-19, 2011

NEW YORK, June 6, 2011 /PRNewswire/ -- Malaysia Kitchen for the World, a campaign launched by the Malaysia External Trade Development Corporation (MATRADE) to promote Malaysian restaurants and cuisine in the New York City metropolitan area, invites adventurous palates all over the New York Tri-State Area to its second annual Malaysian Restaurant Week, a weeklong celebration of Malaysian cuisine, June 13 through June 19, 2011.

As part of the event, over 20 Malaysian restaurants in New York City, New Jersey and Connecticut, will offer a special $20.11 three-course prix fixe menu (in honor of this year's campaign) for the entire week. Participating restaurants include, among many others, Fatty Crab, Michelin-starred Laut, Nyonya, and Penang in Manhattan; A Taste of Asia and Penang in New Jersey; and Bentara and Forbidden City Bistro in Connecticut. Restaurants will display colorful Malaysian Restaurant Week table tents and posters, which will identify participating restaurants to patrons and passersby.

"We're delighted to take part in Malaysian Restaurant Week again," said Camie Lai of Laut restaurant in Manhattan. "Last year we had lines around the block and we're confident this year will be even more successful."

In addition to Malaysian restaurants, several high-profile pan-Asian restaurants and restaurants with Asian dishes on their menus—including Sho Shaun Hergatt, The Stanton Social, Double Crown and Ember Room—will participate with a special Malaysian or Malaysian-inspired two-course menu. By involving non-Malaysian restaurants, the campaign aims to entice diners who wouldn't normally consider eating at a Malaysian restaurant to become familiar with Malaysian food, as well as to encourage chefs and restaurateurs to include Malaysian-inspired dishes in their menus.

"New Yorkers have certainly become more familiar with Malaysian food in the past year," said Mr. Wan Latiff, the MATRADE Trade Commissioner. "However, there is still a lot to discover about Malaysian ingredients and signature dishes. This event will encourage diners in the Tri-State Area to explore their local Malaysian restaurants and help put Malaysian cuisine on par with other popular cuisines in the New York metropolitan area."

Malaysian food is the ultimate melting pot of flavors—a delicious blend of Malay, Chinese, and Indian food traditions with a sprinkling of Southeast Asian, Portuguese and Middle Eastern influences. Its richness and diversity are virtually unparalleled in Southeast Asia and stem from Malaysia's captivating history.

Located between the east and the west, Malaysia was a major crossroad in the ancient eastern spice trade route for many centuries. At different points in time, its culture was influenced by the Portuguese, the Dutch, the Japanese and even the British. Immigration from China and India during the colonial period has made for a unique fusion of Asia's oldest civilizations—Malay, Chinese, and Indian—with a distinct influence from European cultures. Malaysia offers a cultural fusion that's very much reflected in its cuisine. And with Americans' ever-growing appetite for spicy foods, Malaysian flavors hit the spot.

For more information on Malaysian Restaurant Week, visit www.malaysiakitchennyc.com.

About Malaysia Kitchen for the World

Malaysia Kitchen for the World is a global initiative of the Malaysian government that aims to educate and inform consumers about Malaysian cuisine and Malaysian restaurants throughout the world. The New York campaign seeks to boost interest among American food lovers to try Malaysian cuisine and visit Malaysian restaurants in the New York metropolitan area as well as in other locations in the United States. The program also seeks to facilitate local chefs and restaurateurs to introduce Malaysian cuisine at their establishments. Visit malaysiakitchennyc.com for more information.

About MATRADE

The Malaysia External Trade Development Corporation (MATRADE) is Malaysia's national trade promotion agency. Established in March 1993 as a statutory agency under the Ministry of International Trade Industry (MITI), MATRADE is responsible for assisting Malaysian companies to succeed in the international market by developing and promoting Malaysia's exports to the world.

For a full list of participating restaurants, visit: www.malaysiakitchennyc.com

Contact:
Laura Giannatempo
MATRADE c/o RF|Binder
212 994 7543
[email protected]

SOURCE Malaysia Kitchen