NEW YORK — Malaysia Kitchen for the World, a campaign launched by the Malaysia External Trade Development Corporation (MATRADE) to promote Malaysian cuisine and restaurants in the New York metropolitan area, announces that the third annual Malaysian Restaurant Week will take place June 18–24, 2012 with 26 participating restaurants in Connecticut, New Jersey and New York. The campaign also announces a special retail sampling promotion at Asian Food Markets' New Jersey locations on June 16-17, 2012 and June 23-24, 2012.
As part of the weeklong celebration, Malaysian restaurants will offer an exclusive $20.12 three-course prix fixe menu, while Asian-influenced restaurants will feature a special limited-time-only menu inspired by the country's signature flavors. Participating restaurants include Fatty Crab, Fatty 'Cue, Michelin-starred Laut, Nyonya, Penang, Spice Market and Social Eatz in Manhattan, as well as Bentara, Char Koon and Forbidden City Bistro in Connecticut (see below for a full list).
In addition, two New Jersey locations of Asian Food Markets will feature free in-store samplings of the best Malaysian packaged food products—from noodles to curries and sauces—for two weekends during the same week.
"For the third consecutive year, tri-state area diners will have the opportunity to explore the unique flavors of Malaysian cuisine and discover a new restaurant or dish at a special price," said Mustafa Aziz, Senior Trade Commissioner of MATRADE. "Each year brings greater awareness of the diversity of Malaysian food. This year we're taking it a step further, inviting consumers to take Malaysian flavors into their homes through a special retail promotion focused exclusively on Malaysian food products."
Consumers with a taste for Southeast Asian food's spicy, sweet and sour flavors will particularly enjoy Malaysian cuisine, a blend of native Malay, Chinese and Indian food traditions. During Malaysian Restaurant Week, they can expect classic offerings such as fresh Shrimp Popiah spring rolls, light and crispy Roti Canai served with rich curry sauce and grilled Satay skewers basted with a spicy Sambal Oelek chile sauce, as well as a few less traditional dishes inspired by the diverse flavors of Malaysia.
"What's amazing about Malaysian food is that the recipes are so simple, but involve a meticulous process to create layers and depths of flavor," said Angelo Sosa, executive chef and co-owner of Social Eatz, who recently won the 2012 Malaysia Kitchen Rendang Cook-off. "When done perfectly, the result is life changing. Consumers have the chance to discover what I would consider food heaven."
Malaysian Restaurant Week participating restaurants include:
June 18-24, 2012
New York City
$20.12 prix fixe three-course menu
Cafe Asean, 117 West 10th Street
Fatty Crab, Upper West Side, 2170 Broadway (*lunch and before 7pm and after 10pm ONLY)
Fatty Crab, West Village, 643 Hudson Street (*lunch and before 7pm and after 10pm ONLY)
LAUT, 15 East 17 Street
New Malaysia, 46-48 Bowery (btwn. Bayard & Canal)
Nyonya, 199 Grand Street
Penang Malaysian Cuisine, Upper West Side, 127 72 Avenue
Satay, 4601 Kissena Boulevard, Flushing (Queens)
Sentosa, 39-07 Prince Street #1F, Flushing (Queens)
Special Malaysian menu
Dragonfly, 1463 Third Avenue
Ember Room, 647 Ninth Avenue
Fatty 'Cue, 50 Carmine Street (btwn. Bleecker & Bedford)
Obao, Midtown, 225 East 53 Street
Pranna, 79 Madison Avenue
Social Eatz, 232 East 53 Street
Spice Market, 403 West 13th Street (*lunch only)
Wild Ginger, 226 East 51 Street
New Jersey
$20.12 prix fixe three-course menu
Penang, 200 Route 10 West, East Hanover, NJ
Penang, 505 Old Post Road, Edison, NJ
Penang, 334 N. Main Street, Lodi, NJ
Penang, 480 Route 38 East, Maple Shade, NJ
Penang, 635 Nassau Park Blvd, Princeton, NJ
Connecticut
$20.12 prix fixe three-course menu
Bentara Restaurant, 76 Orange Street, New Haven
Char Koon Restaurant, 882 Main Street, South Glastonbury
Char Koon 1800, 144 Albany Turnpike, Canton
Forbidden City Bistro, 335 Main Street, Middletown
Asian Food Markets promotion details are as follows:
Saturday, June 16 and Sunday, June 17, 2012, 10:00am-6:00pm
Asian Food Markets
339 Centennial Avenue
Piscataway, NJ 08854
Saturday, June 23 and Sunday, June 24, 2012, 10:00am-6:00pm
Asian Food Markets
1101 Route 22 West
North Plainfield, NJ 07060
For more information on Malaysia Kitchen for the World, Malaysian Restaurant Week and retail promotions visit http://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, restaurants and food products 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.
Source: The Malaysia External Trade Development Corporation