Overcoming Challenges to Promote Local Flavors
A Malaysian entrepreneur is dedicated to introducing his country’s rich culinary heritage to the international stage, despite facing numerous challenges along the way.
Kelvin Tong Yee Fong, a 44-year-old native of Cheras, Kuala Lumpur, grew up surrounded by Malaysia’s diverse food culture. After several years running an international business selling car brake systems in Shenzhen, China, he decided to pursue his passion for food. In 2018, he moved to Guangxi and invested hundreds of thousands of ringgit to open Malaysian specialty restaurants in Nanning.
A Taste of Malaysia in Nanning
Near Guangxi University, Kelvin established “Warung Asia Tenggara,” a restaurant that serves a variety of Southeast Asian cuisines, with a focus on Malaysian dishes. The menu includes popular items like Nasi Lemak, curry chicken, fried rice, and satay skewers.
Kelvin highlighted that sourcing authentic Malaysian ingredients in China is a significant challenge. Key items such as Santan (coconut milk), Sambal Belacan (shrimp paste), and Planta-brand margarine are often difficult to find, with some going out of stock for months. The high cost of ingredients due to import taxes further complicates the situation. For example, a bottle of soy sauce that costs a few ringgit in Malaysia can sell for about 80 yuan (RM47) in China.
To ensure the quality and availability of ingredients, Kelvin built relationships with suppliers and visited production sites personally.
Adapting to Local Tastes
Another challenge has been adapting his menu to the preferences of local diners. Initially, Kelvin’s Malaysian-style Nasi Lemak and Chinese chicken wings received a lukewarm response. Traditional Roti Canai, served with curry or dhal in Malaysia, was not well-received either; locals preferred it with durian or other fruits. Similarly, Bak Kut Teh, a Malaysian pork rib dish recently recognized as a heritage dish, puzzled locals who expected a version with white pepper, a staple in Singaporean cuisine.
To better align his offerings with local tastes, Kelvin studied local dietary habits and made targeted improvements to his dishes. This approach allowed him to create meals that reflect Malaysian flavors while incorporating local elements.
Building a Culinary Bridge
Kelvin expressed his deep passion for Malaysian cuisine and his desire to promote the food culture of his hometown. Despite initial difficulties, including language barriers and cultural differences, he remained determined, believing that persistence would lead to opportunities.
In recent years, social media has helped attract many diners to Warung Asia Tenggara, including visitors from ASEAN countries like Vietnam, Laos, and Myanmar. After years of hard work, Kelvin has opened three chain restaurants in Nanning and recently launched a fourth location in the Wuming district.
Kelvin credits his success to the strong ASEAN influence in Nanning, which is the host city for the China-ASEAN Expo (CAEXPO). The expo has facilitated closer ties between Nanning and ASEAN countries, allowing Kelvin to connect with businesses and suppliers from Malaysia.
“CAEXPO has opened new doors for my business, providing access to resources and opportunities for Malaysian cuisine to enter the Chinese market,” he said.
Future Plans
Looking ahead, Kelvin has ambitious plans for his culinary venture. He aims to open more restaurant branches across Guangxi, enabling more people to experience Malaysian cuisine. Additionally, he hopes to establish a central kitchen to develop innovative dishes that merge Malaysian and Chinese flavors.
Kelvin envisions collaborating with local catering enterprises to create unique dining experiences. He aims to use food as a medium for cultural exchange between Malaysia and China, leveraging the internet and social media to attract fans of “A Bite of Malaysia” in Guangxi.
He also plans to invite Malaysian chefs to Guangxi for culinary exchange activities, further promoting the integration of Malaysian and Chinese culinary cultures.
Related topics: