by AUFA MARDHIAH / pic source: Memorie Café FB

THE launch of Memorie Cafe’s flagship outlet in Sunway Pyramid on Thursday aims to create awareness of the Eurasian culture in Malaysia, as well as promoting the country’s heritage tourism attractions.

Malaysia’s first Eurasian restaurant franchise targets to educate the world about the diverse races and cultures in the country, while promoting tourist destinations in line with Tourism Malaysia’s “Malaysia Truly Asia” campaign.

The third outlet of the franchise was officiated by Malaysia Tourism Promotion Board (Tourism Malaysia) deputy DG Datuk Musa Yusof with support from Tourism Melaka, vivo, Standard Chartered, Sunway Lagoon, Respack, Symbion, Defenze, Dking and The VIP Pass for the Eurasian culture — further driving the tourism industry through sponsorships.

Musa said both shopping and F&B (food and beverages) were in the Top 3 Expenditure Components for domestic tourists in 2019 and also in 2020 during the pandemic.

“Malaysian gastronomy is a reflection of our multi-ethnic country, with its Malay, Chinese, Indian, Eurasian and other ethnic groups that contribute to the multitude of food varieties and cuisines attainable here in our humble country.

“At Tourism Malaysia, it is in our best interest to do all we can to preserve these cultures and proudly showcase our history to the world,” he said at the event in Sunway Pyramid.

Musa hopes that the Mémorie Café franchise will serve as a representation of the country’s diversity, united by unique and delicious food, as Malaysia works towards becoming South-East Asia’s premier food paradise.

Memorie Café CEO James Thum said the cafe was founded to showcase the Eurasian culture in Malaysia to the world as Eurasian cuisine is relatable to a huge population in the world since it combines traditional food from the East and the West.

“Memorie Café enables people from various countries to taste food that is familiar to them, at the same time allowing them to get a grasp of our nation’s rich history via the Malaysian aspects added. In doing so, we hope to play a vital part in promoting Malaysia as an ideal destination to experience unique food, culture, and heritage attractions.”

Established in 2016, Memorie Café now has three outlets at Midfields Square in Sungai Besi, Sunway Velocity and Sunway Pyramid, offering a varied menu of Eurasian mains and side dishes at affordable prices.

Foodies can try its signature dish of Portuguese Ikan Bakar, served with rice and choice of sauce; Nasi Memorie which comes with golden aromatic chicken whole leg and side dishes; and Devil Curry Chicken (Golden Dragon Ball) in a bread bowl.

Other signature items on offer include Eurasian Lamb Smore, slow-cooked Australia lamb shoulder with rice and side dishes, and Eurasian Shepherd’s Pie or Crust Pie served with shoestring fries. Recommended for tea-time and dessert (or just all-day snacking): Its signature Portuguese Tart and signature drink Cham King.