(Blindfolded from left) Nurulain, Aina Nabilah and Tan taking part in the ‘Guess the Cake Flavour’ challenge. — THOMAS YONG/The Star
FOOD tourism holds vast untapped potential for Johor and can become a key driver of the state’s economy if promoted strategically, says Malaysian Tourist Guides Council.
Its president Jimmy Leong said the state already enjoyed a strong reputation among Singaporeans who regularly cross the Causeway in search of authentic local fare.
“Many Singaporeans make food a central highlight of their trips to Johor, where they hunt for delicious ‘makan’ from roadside stalls to established eateries.
“It is always the bottom-line achievement of every visit.
“This shows us that food tourism is already happening organically,” he told StarMetro.
“What we need now is structured promotion and proper positioning,” he highlighted.
Leong noted that food tourism not only promoted Johor’s culinary heritage but also stimulated regional economies through increased visitor spending, benefitting everyone from small hawker stall operators to well-known restaurant businesses.
“In many cases, food tourists tend to spend more per trip compared to standard tourists because their travel revolves around eating and discovering local specialities,” he added.
Leong says many Singaporeans make food a central highlight of their trips to Johor.
Beyond economic benefits, Leong said food tourism also played a crucial role in cultural preservation.
“It helps preserve traditional recipes, heirloom ingredients and culinary practices that may otherwise be lost with time.
“This creates a strong sense of pride in our local heritage,” he said.
Leong, who is also Johor Tourist Guides Association honorary chairman, suggested that the state emulate countries such as Japan and South Korea, where food is central to tourism marketing through interactive and educational experiences.
“In Japan, tourists can learn to make sushi while in South Korea, they can experience making kimchi.
“Johor can develop similar immersive programmes, where visitors not only taste but also learn how to prepare traditional dishes,” he pointed out.
According to Leong, food offers visitors an authentic way to connect with local culture, communities and history, often becoming just as important as scenery and landmarks.
“With proper planning and promotion, food tourism can become Johor’s year-round tourism strength and a powerful way to showcase who we are, through what we eat,” he said.
The potential for such interactive tourism was on display at the Matcha and Cakes Festival in Johor Baru.
The event, which was part of the Johor tourism calendar, saw visitors being treated to more than just tastings, with side events such as a matcha whisk challenge, cake decorating and a do-it-yourself dessert workshop.
Visitor Alanna Tan Jay Lynn, a home baker, said she put her palate to the test at the “Guess the Cake Flavour” challenge.
Participants were blindfolded and fed four types of cakes to correctly identify the flavours.
“Side activities like this offer a playful and engaging way to explore different tastes while celebrating the festival’s sweet offerings,” she said.
Despite it being her first try, the 38-year-old emerged as the winner, taking home a plate and apron set as a prize.
“Some flavours tasted very similar, so it was hard to identify them,” said Tan.
“I was not sure about three of the four cakes, but the final round was easier because I could clearly taste the chocolate and vanilla,” she said.
Tan said she enjoyed the textures and subtle flavours and used her experience as a baker to identify them.
Secondary school student Aina Nabilah Mohd Zainudin said she joined the challenge because of the interesting concept.
“I was curious when the emcees introduced the challenge and the cakes looked delicious,” said the 16-year-old.
While the first cake was easy for her to identify as vanilla, she admitted to getting confused between vanilla and red velvet.
“Another cake tasted a little salty and sweet at the same time, making it a tricky one, so I guessed it was carrot cake,” she said.
“I did not expect cake tasting to require such careful thought and patience,” she added.
Runner-up Nurulain Mohd Hashim, 21, echoed the sentiment, noting that she struggled with some of the nuances like pandan and Biscoff.
“I had a fun time trying different flavours and the chocolate cake was my favourite because of its soft texture,” said the customer assistant who visited the festival with her younger sibling.
Nurulain hopes more of such food and beverage events will be held in Johor Baru in the future to promote food tourism. – By MYSARA FAUZI
