Malaysia Kitchen USA, a project under The Malaysian External Trade Development Corp., reports a record increase in exports of Malaysian food and beverage products into the United States from January – April 2014 totaling nearly U.S. $150 million. The U.S. currently ranks as the fifth largest trading terminal for Malaysian food exports and ninth largest for Malaysian beverages, respectively. In order to meet growing demand, Malaysia Kitchen USA plans to import over 300 new Malaysian F&B products into the U.S. by 2015.
Named one of the top three trending flavors in the U.S. for 2014 by the National Restaurant Association, the popularity of Malaysian cuisine in the U.S. is quickly escalating. With consumer demand for Southeast Asian ingredients and easy-to-prepare meals growing, Malaysia Kitchen USA enlisted renowned chef, author, and spice expert Christina Arokiasamy as the Malaysian Food Ambassador to promote the accessibility and convenience of the country's cuisine and products to American consumers.
"Malaysian food has yet to be fully discovered and explored in the U.S.," says Arokiasamy. "It is a cuisine comprised of a melting pot of Malay, Indian, Chinese, and Nonya cultures which sounds intimidating to the home cook. But with all-natural, value-driven, easy-to-make, and authentic Malaysian food and beverage products becoming more accessible across the country, American families can enjoy flavorful, healthy choices from packet to plate at their convenience. Everything from ready-to-eat meals and frozen food to ingredients such as sauces, marinades, spices, noodles, flour mixes, beverages, and more."
Food Product Imports
The U.S. now ranks as the fifth largest destination for Malaysian processed food products, and goods distributed during the first quarter of 2014 were valued at U.S. $144.1 million, a 22.93% improvement over the same time frame in 2013. Malaysia's processed foods exports to the U.S. consisted of 5.99% of the total Malaysian processed food exports to the world, and shows continued signs of growth for the remainder of 2014. Currently, consumers can enjoy over 500 existing Malaysian food products at retail supermarkets throughout the United States. In order to meet growing demand and continue to introduce Malaysian flavors to new markets, Malaysia Kitchen plans to import over 300 new food products into the U.S. by 2015.
Notable Malaysian food brands making strides in the U.S. market, many of which will be available in over 400 national stores such as Ralph's, Whole Foods, and Cost Plus World Market, include:
• Brahim's – producers of authentic Malaysian curry pates and sauces such as Rendang, Peanut Sauce, Coconut Curry Sauce, Hoisin Chicken and Nonya Curry Sauce
• Dollee – makers of simple, ready-to-cook or ready-to-eat cooking paste, sauces and confectioneries such as Curry Laksa paste, Nasi Lemak Sambal, Crispy Prawn Chili, and more
• Raya Puff Paratha – an Indian flatbread with a texture reminiscent of puff pastry or croissant
Beverage Product Imports
In the Malaysian beverage category, during the period of January - April 2014, the U.S. stands as the ninth largest destination for Malaysian beverages exports, valued at U.S. $4.549 million, an increase of 84.24% compared to the same period of 2013. Malaysian beverage exports to the U.S. were 1.67% of the total Malaysian beverages exports worldwide. Noted Malaysian beverage brands for 2014 include:
• BOH - Malaysia's largest producer of premium black teas and the country's No.1 preferred brand
• Roselle Farms - quality Hibiscus products including syrups, concentrates, and drinks
• Aik Cheong – Malaysian popular producer if instant coffee, cappuccino and tea
• Cheng Hup – quality Malaysian style 3 in 1 tea "the tarik" brand