The Malaysia Food and Restaurants Association (FRA), in close partnership with Tourism Malaysia, officially launched the inaugural Jianghu Market and the Jom Makan × Visit Malaysia 2026 promotional campaign this past weekend. The three-day carnival, held from 7 to 9 August at Pavilion Bukit Jalil, marked a significant milestone for the nation’s food and tourism sectors, drawing an estimated 40,000 visitors and setting a vibrant tone for the national tourism year.
The grand launch was officiated by Azmi Abdullah, Deputy Director of Tourism Malaysia, who witnessed the unveiling of a full lineup of flagship food tourism programmes, the formalisation of two strategic Memorandums of Collaboration (MOCs), and the official establishment of the FRA Halal Cuisine Division.
A Fusion of Culture, Cuisine, and Entertainment
The Jianghu Market, an original cultural concept anchored by the beloved HuHu Panda IP, transformed Pavilion Bukit Jalil into a lively bazaar of over 100 curated stalls. Attendees were treated to a diverse array of authentic local street food, desserts, and snacks, alongside unique handicrafts, art pieces, and lifestyle goods. The carnival’s atmosphere was further energized with non-stop live performances, traditional folk games, and numerous themed photo spots, including a giant illuminated HuHu Panda sculpture.
A key highlight was the daily mascot parade, where HuHu Panda was joined by Tourism Malaysia’s official mascots, Wira and Manja, delighting families and creating memorable photo opportunities for both local and international visitors.
Key Flagship Programmes and Strategic Partnerships Unveiled
During the event, FRA introduced six core national-level programmes designed to integrate local gastronomy into Malaysia’s tourism strategy:
- National Food Guide Platform: The launch of the official Jom Makan × Visit Malaysia 2026 National Food Guide Platform, a centralized database of iconic eateries and signature dishes, now open for free pre-registration to all F&B merchants nationwide.
- Penang Culinary Trilogy: The announcement of three concurrent industry-leading events (21-24 October 2026) at Setia SPICE Arena, Penang:
- BOTC Penang International Chef King Competition: The 20th-anniversary edition, accredited by Worldchefs, targeting 2,000 professional chefs from 15 countries.
- IGE International Gourmet Expo: A comprehensive F&B trade expo covering the full supply chain.
- 21st Asia Food King Gourmet Guide Awards Ceremony: Often called the “Oscar of the F&B Industry,” featuring six official award categories.
To amplify the campaign’s reach, FRA formalised two strategic collaborations:
- A partnership with Jianghu Market to create a nationwide network of offline experiential platforms for local food operators.
- A collaboration with the VYBE AI Content Platform to drive digital viral marketing and expand food tourism visibility across social media.
Strengthening Malaysia’s Halal Leadership
In a significant move to solidify Malaysia’s position as the world’s leading halal hub, the FRA announced the official establishment of its Halal Cuisine Division. This new body will focus on promoting the global halal economy, providing market education, and encouraging local entrepreneurs to venture into the halal food sector.
Official Statements
Dr. Dillon Yeap, President of FRA, stated: “It is our great honour to collaborate closely with Tourism Malaysia on the national campaign Jom Makan × Visit Malaysia 2026. As the official core association of Malaysia’s F&B industry, we are focused on national-level food tourism promotion and nationwide merchant empowerment. We work hand-in-hand with the Ministry of Tourism to integrate local food resources into national tourism development, strengthening Malaysia’s gourmet cultural branding for Visit Malaysia 2026.”
Azmi Abdullah, Deputy Director of Tourism Malaysia, commented: “Food tourism is one of the priority sectors under the Visit Malaysia 2026 national agenda. The Ministry strongly supports industry collaborations to systematically promote our local food culture. Food is the most approachable cultural ambassador of Malaysia. We will continue to provide official guidance and support to integrate local gourmet resources into our national tourism routes and attract more international visitors.”
Dr. Edmund Koh, Founder of Jianghu Market, added: “The inaugural Jianghu Market is the exclusive offline lifestyle platform for Jom Makan × Visit Malaysia 2026. Featuring our original HuHu Panda IP, the market brings together authentic local street food, cultural showcases and creative displays. We strive to offer a vibrant, youthful food tourism experience and build a display platform for local food operators to support the national campaign.”
With the Jom Makan Food Guide Platform and Asia Food King Awards as its flagship programmes, FRA is set to further deepen food-tourism integration, boost domestic consumption, and reinforce Malaysia’s global reputation as Asia’s Premier Food Paradise.
