RECENTLY, there’s been a lot of discussion on X about the relevance of food festivals in Malaysia, especially with the rising costs of food at these events. Many netizens are voicing their frustration with the high prices, which seem to be getting out of hand. Several X users pointed out—sarcastically — that while healthcare services at government hospitals are affordable (“KKM seringgit je”), food at festivals is becoming excessively expensive. This comparison sparked a lot of conversation about how food festivals, which should be accessible and inclusive, are increasingly catering to a more privileged crowd.
Some users specifically questioned the pricing of viral items like satay or chocolate sauce, arguing that the portions offered do not match the steep prices. One example involved a user who posted a video explaining how he and his wealthier friends decided not to return to a café after discovering that a basic matcha drink was priced over RM20. Despite being able to afford the drink, they felt that the price didn’t justify the value, which led them to reconsider their choice.
Meanwhile, some users defended the sellers, saying that if you can’t afford the prices, you simply aren’t the target audience.
This comment raises an important question: If minimum wage earners are not the target market for these festivals, then why are food festival organisers and business owners participating in these events? Aren’t festivals supposed to bring people together and celebrate food and culture for everyone, regardless of income?
For those who can afford the high prices, there’s often a sense of disconnect when they realise that, for the same amount of money, they could enjoy a fine dining experience at a hotel restaurant or nice restaurant, with far more value for their money. This comparison highlights how food festivals are shifting from affordable, inclusive events to more exclusive, trend-driven gatherings that focus more on novelty than substance.
The growing influence of FOMO (fear of missing out) is partly responsible for this shift. At food festivals, FOMO leads many people to overspend, often just to try the latest trendy dishes or to post pictures on social media. Vendors know that offering exclusive, limited-edition foods or visually appealing dishes (like gold-dusted burgers or rainbow-colored desserts) will attract a crowd. The need to be part of the conversation on platforms like Instagram pushes people to make purchases they might not otherwise consider, often exceeding their budget just to feel included.
However, it’s important to recognise that for many people, particularly those from lower-income groups, food festivals can be a rare opportunity to treat themselves to something special. For them, spending RM50 on a fancy dish might be more about self-reward than keeping up with the crowd. Unlike wealthier individuals who may dine out regularly, these consumers may see food festivals as a chance to indulge in a unique experience they can’t afford often. In this way, food festivals become a way for them to escape daily financial pressures, even if it means splurging on an expensive dish.
The responsibility of food festival organisers is to strike a balance between providing an enjoyable experience and making sure the event is accessible to all. Organisers need to consider pricing that accommodates a range of budgets. For example, setting price limits or offering affordable alternatives alongside the more expensive items would allow everyone to participate, regardless of income. Collaborating with local vendors and celebrities to create budget-friendly options could also help ensure that food festivals stay true to their cultural roots — celebrating food for everyone, not just for those who can afford to splurge.
In the end, food festivals should be about more than just trendy dishes and high prices. They should focus on celebrating food, culture and community, bringing people together rather than pushing them apart due to financial disparities.
As consumers, we need to be mindful of the influence of FOMO and remember that food festivals are about the experience, not about keeping up with trends or impressing others. Meanwhile, organisers have a crucial role in maintaining inclusivity and ensuring that these festivals remain an enjoyable and accessible experience for all.
- Intan Baha is the chief sub editor/ production editor of The Malaysian Reserve.
- This article first appeared in The Malaysian Reserve weekly print edition