Joniston Bangkuai (seated 2nd front right) at the opening of the Unilever Food Solutions Future Menu Chef Showcase 2025 at Hyatt Centric Kota Kinabalu.
KOTA KINABALU: Chefs here are urged to work with the Sabah Tourism Board (STB) in positioning local food as a unique travel experience for travelers.
State Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai, who is also STB chairman, said this is part of ongoing efforts to diversify tourism offerings, more so as the state prepares for Visit Malaysia 2026.
He said Sabah is taking steps to strengthen its positioning as a destination where travellers can enjoy authentic culinary experiences alongside its rich natural and cultural attractions.
“I encourage our chefs to play an active role in elevating gastronomy tourism. Work together with STB to showcase our cuisine and make it a reason for every traveler - local, domestic, and international - to visit and experience our food culture,” he said.
Bangkuai emphasised the value of involving rural communities in this effort as many of Sabah’s tourism experiences were anchored in rural destinations where authentic flavours and traditional cooking methods remain central to daily life.
“Our chefs have the skills and creativity to work with rural communities, helping them present local dishes in ways that highlight authenticity and sustainability,
“This collaboration can enhance visitor experiences while creating opportunities for rural tourism players to benefit from Sabah’s growing gastronomy scene,” he said.
Bangkuai said this when launching the Unilever Food Solutions Future Menu Chef Showcase 2025 at Hyatt Centric here on Thursday (Aug 21).
The showcase highlighted emerging culinary trends such as Culinary Roots, Street Food Couture, Borderless Cuisine, and Diner-Designed Experiences, all of which demonstrate how tradition and innovation can coexist.
He praised the chefs’ creativity and expressed hope that the Future Menu Chef Showcase would spark stronger collaboration between chefs, rural communities, and tourism stakeholders.
Also present were Unilever Food Solution Malaysia executive chef Nigel Lee and Sabah Chefs Association president Adrian Chong.
