SEOUL, South Korea – The Malaysia Tourism Promotion Board actively participated in the '2025 Seoul World City Cultural Festival,' held from May 24-25, introducing the rich tapestry of Malaysian traditional culture and vibrant culinary arts to Seoul citizens and international visitors. The event, an annual initiative by the Seoul Metropolitan Government, serves as a significant platform for global cultural exchange, transforming the Dongdaemun Design Plaza (DDP) into a hub of international diversity.
Malaysia's dedicated booth at the festival featured prominent displays within both the 'World Embassy ZONE' and the 'World Food ZONE,' offering an immersive experience into the nation's heritage. In the Embassy Zone, attendees were captivated by interactive sessions demonstrating Congkak, a traditional Malay board game emphasizing strategy, and Batu Seremban, a game of skill and dexterity played with five 'stones.' These cultural showcases were complemented by engaging social media events and presentations of unique Malaysian specialty products, drawing considerable interest from the public.
The 'World Food ZONE' proved equally popular, with Malaysian culinary delights tantalizing taste buds. Visitors savored authentic flavors through iconic dishes such as Nasi Lemak, the fragrant national dish cooked in coconut milk and served with spicy sambal; Beef Rendang, a slow-cooked, aromatic curry renowned for its tenderness; and Ayam Goreng Berempah, a spiced fried chicken bursting with flavor. The dessert selection, featuring Kuih Bakar, a traditional baked cake, and savory Curry Puffs, further highlighted Malaysia's diverse gastronomic landscape.
Kamilia Hani Abdul Halim, Director of the Malaysia Tourism Promotion Board's Seoul Office, expressed her satisfaction with the event. "It was a truly meaningful opportunity to directly connect with citizens in downtown Seoul and share Malaysia's rich traditions and exquisite cuisine," she stated. "As we approach the eagerly anticipated 'Visit Malaysia Year 2026' (VMY2026), we are committed to actively participating in diverse cultural events like this to vigorously promote Malaysia's unique appeal."
VMY2026 aims to welcome an ambitious 35.6 million tourists and generate RM147.1 billion in tourism receipts, emphasizing Malaysia's multiculturalism, biodiversity, and gastronomy. Events such as the Seoul World City Cultural Festival are crucial for Malaysia's tourism strategy, particularly in key markets like South Korea. Pre-pandemic, South Korea was a significant source of tourists for Malaysia, with numbers steadily recovering. Through such cultural diplomacy initiatives, Malaysia seeks to strengthen its appeal as a premier destination offering unforgettable experiences.
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