By Greg Hazley
RF|Binder is handling the Malaysia Kitchen Food Truck that is doling out free food in Manhattan and Queens through the end of November to introduce New Yorkers to the cuisine of that southeastern Asian nation.
The Wall Street Journal today featured the truck on the first page of its Greater New York section, saying the campaign aims to make Malaysian food as appealing as Japanese and Thai cuisine is in the Big Apple.
The truck is to be stationed at various high traffic locations, beginning at 7 a.m. for breakfast samples and 11 a.m. for lunch. It keeps busy until the food runs out.
The truck gives out items served in Malaysian restaurants like beef rendang, a dry beef curry; chicken satay, chicken on skewers with peanut sauce, and nasi lemak, coconut rice dish served with chicken curry and spicy chili sauce. In addition, chefs discuss their craft and restaurant menu guides are distributed.
The Malaysia Kitchen for the World website carries the schedules of the truck. Updates are available on Twitter.
Malaysia’s government is footing the bill for the tour, hoping the country’s food is incorporated into more restaurants and everyday cooking. The WSJ notes the food tour may also result in more trade with Malaysia and a tourism boost.
RF|Binder is part of Ruder Finn Group.
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