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Culinary JourneyMapping the historical reservoir of
Vietnamese, Malaysian and IndonesianCuisines
November 2011
Crafting Winning StrategyBased on Consumer Insight
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Flow of the Presentation
Section 1 :
The Starting Point
Objective of the Presentation
Section 2 : Vietnam, Malaysia, Indonesia
Country Overview
Tracing the historical reservoir
Tracing historical reservoir of the cuisine
today & and the sensorial
Section 3: Marketing Implications
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Section 1
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The Starting Point : Food & Culture
Apart from satisfying biological needs, food is alsoan expression of culture/ historical reservoir i.e.
An essential symbolic function of food is cultural
identity. Beyond self-identification, incorporation of
food can signify collective association.
What one eats defines who one is, culturally
speaking, and, conversely, who one is not. In the
Middle East, for example, a person who eats pork is
probably Roman Catholic or Orthodox Christian, not
Jewish or Muslim.
While most people believe that consumers make
consumption choices based on personal preferencesBourdieu (1984) showed that consumer preferences
are highly predictable once their economic status &
cultural capital is known.
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Objective of this Presentation
Help provide a birds eye perspective of the
historical reservoir of local Vietnamese,
Malaysian and Indonesian cuisine.
Map implications for marketers
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Based on the indelible link between Food & Culture :
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Research Approach : Secondary Data & IDIs
Discussions with NUS Post Scholars: Dr. Nir Avieli
Secondary Research.
Food & Culture Kittler/Sucher
Davidson, Alan. The Oxford Companion to Food. Oxford: Oxford University
Press, 1999
Goody, Jack. Cooking, Cuisine, and Class: A Study in ComparativeSociology.
Cambridge: Cambridge University Press, 1982.
Ling, Kong Foong. The Food of Asia. Singapore: Periplus, 1998
Robson, J. R. K., ed. Food, Ecology, and Culture: Readings in theAnthropology of
Dietary Practices. New York: Gordon and Breach, 1980.
Owen, Sri. Indonesian Regional Food and Cookery. London and New York:
Doubleday, 1994.
Owen, Sri. The Rice Book: The Definitive Book on the Magic of RiceCookery.
London: Transworld, 1993.
Rice Talks: A study of food and culture in Vietnam by Dr.Nir Avieli, 2003
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Kittler P G , Sucher K P Diabetes Spectr2004;17:200-204
Role of food within a culture is a function of:
(1) the frequency of food consumption, as
described through the core and complementary
foods model;
(2) the ways in which a culture traditionally
prepares and seasons its foods, as examined byflavor principles;
(3) the daily, weekly, and yearly use of food, as
found in meal patterns and meal cycles;
(4) changes in food functions that emerge during
structural growth in a culture.
The Research Framework Used:
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Section 3a- Vietnam
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Overview of Vietnam
Vietnam
Population:Over 83 million - 85% ethnic
Vietnamese, 3% ethnic Chinese,
members of 55 ethno-linguistic
groups.
Languages: Vietnamese,
French, Chinese, English and
local dialects.Religions: Buddhism, Taoism,
Confucianism, Hoa Hao, Cao
Dai, Muslim and Christian
minorities
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Food forms a critical part of fabric of Vietnamese life In fact a closer look reveals that the
shape of country resembles two rice baskets on a rice pole. Further exemplified by their
greeting Eat teti.e. Have you eaten? Many proverbs anchored on Food -Father eats
salty food, the children will be thirsty." = Bad actions will later bring bad luck/consequences
to descendants, . Eating lying down= A rather polite folksy way of saying having sex.
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Tracing the Historical Reservoir of Vietnam
Time Line
300BC :
Dong Sonculture Wet ricefarming,domesticationof waterbuffalo, bronzecasting
111BC-938 CE-
ChineseDominationwith occasionalresistance fromthe Viets
10-15 centuryIndian
BuddhistinfluencedChampas inCentral andSouth Vietnam
13th century CE-
Mongol Invasion
1292 CE Marco
Polo visits 13th
century-Japanese
and Chinese trade
begins and
flourishes
Early 16th century
Portuguese and other
European traders and
Missionaries
1858- 1954- French
Invasion followed by
formation of French
Indochina
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Historical Reservoir drawn from .
IndianStemming from
Hindu-Buddhist
Champas
Chinese Domination
French
Stemming from
colonialism
The Viets have through the decades sought to establish their unique & separate
identity; specially in context of the Chinese. The Vietnamese value system is based onfour closely interelated tenets: allegiance to the family, yearning for a good name, love
of learning, and respect for other people. Vietnamese's daily behaviors and perceptions
are influenced from the synthesis of concepts which may be followed from numerous
religions, specially Confucianism, Buddhism and Taoism
Rest of Asia:Cambodia / Malay
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Vietnamese Cuisine
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The Story of the Rice Cake: Purity & Most Basic Ingredients
Two kinds of cakes: one was round and the other was square in shape. The round cake wasmade with glutinous rice dough and was called "banh day" by Tiet-Lieu. He named the
square shaped cake "banh chung" which he made with rice, green beans wrapped in leaves.
Rice is the most precious food item in the land and yet also the most abundant. I have
created dishes that symbolize the harmony between the earth and heaven so that all of our
people can enjoy.
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Kittler P G , Sucher K P 2004;17:200-204
Vietnam : Mapping The Core and Complementary Foods
Model
Seasonings
Herbs : Basil, Coriander, Mint, lemongrass, Lime leaves, dill, spring
onions, Spearmint,
Vietnamese Mint
Sauces : Fish sauce, Soy sauce,
Shrimp paste, Hot chilly sauce
Black Pepper, Chilly
Snacks/Sweets/
Feasts
Fruits, Tapioca
Flour,
Mung Bean paste,
sugar,
Sesame seeds,
Coconut milk
Foods eaten sporadically, by
individual preference, not a
cultural habit
Ingredients Rice and Noodles
Wheat, Mung beans
Vegetables, Beef,
Chicken, Duck, Pork,
Fish and shrimp, Tofu
Snacks are often purchased from street vendors. Popular handheld snacks include spring rolls or pork meatballs on astick. These foods and pho (beef noodle soup) are the equivalent of fast food in Vietnamese cities. Also common
between meals are sweet fruits and ice cream, introduced during the Vietnam War era (1960s and 1970s). Another"imported" snack food is a baguette with pt, a holdover from the years when Vietnam was a colony of France.
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Dynamics of a meal
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Meals are taken communally; using bowls, chopsticks andceramic spoons, and is accompanied by an array of sauces,
flavorings, dips, salads.
A meal is a complete entity with many dishesthere is no
concept of courses apart from soup .
Eating out in Vietnam is far more common than in Western
countries usually, only the main evening meal is cooked at
home. Breakfast is a light meal, but is considered important .
Street breakfast in towns and cities of the north is mostly a
variation of pho. Lunch is usually taken at a com bui.There is
no tradition of desserts in Vietnam.
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Tet The Feast
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Tet marks the beginning of a new year on the
lunar calendar, and the beginning of Spring.
Food plays a major role in the Tet
celebration. Tet is a time of excess, one does
not enjoy Tet, one "eats" Tet.
3 or 5 duck eggs is offered to ancestors who
have returned to their homes.
Sticky rice and salt are also offered in the
streets to any hungry ghosts who might be
wandering in the neighbourhood.
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Key Influences on Vietnamese Food
The Indianised
kingdom ofChampa gave the
Vietnamese curry.
Ca ri is a popular
dish in central
and South
Vietnam.
From Cambodia,
Vietnameseadopted Bo Hoc(Prahok), a centralingredient of a ricenoodle soup calledbun Nuoc leo.From the Thais,the Vietnameseadopted XoiXoai(Mango stickyrice) and Lauthai(Hotpot), verypopular in Saigon.
Introduced the
Baguette and pt,this with local
stuffing became
BanhMi. Introduced
Onions, Potatoes,
Tarragon,
asparagus, Coffee
with cream, milk,
butter, custards,
and cakes
Chopsticks, wok,
stir frying,steaming, braisingand clay potstewing. Dishes likeWonton, dumpling,Ka tieu, wheatnoodles, Popiah,youtiao, Baozi,Yangzhou Fried riceetc .Adaptations- TheChinese soy saucehas been replacedby Nuoc mam orfish sauce and Nuoc
Cham
IndianVia
Indianised Khmers
ChineseRest of Asia
:Cambodia /
Thailand
FrenchStemming from
colonialism
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Yin & Yang has a significant influence on
Vietnamese Food
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Incorporation of The Principal of Yin & Yang
The principle of yin and yang as represented in Taoism by the Taijitu
influences the Vietnamese food habits significantly. Influence :
Principal of Yin and Yang, seek to match dishes with
seasonal/climatic conditions and current physical state of the
diners.
Duck meat is considered "cool" so is served in summer, which is
hot, and with ginger fish sauce, which is "warm." On the other
hand, chicken, which is "warm," and pork, which is "hot," are
used in cold winters.
Seafood ranging from "cool" to "cold" is suitable to use with
ginger ("warm").
Spicy, which is extremely yang, must be harmonized by sour,which is extremely yin.
Balut- "Htvtln," meaning Upside-down egg" ("cold"), must
be combined with Vietnamese mint "Rau rm" ("hot").
Cold and flu patients must drink ginger water ("hot").
http://en.wikipedia.org/wiki/Fish_saucehttp://en.wikipedia.org/wiki/Gingerhttp://en.wikipedia.org/w/index.php?title=Balut(egg)&action=edit&redlink=1http://en.wikipedia.org/wiki/Vietnamese_minthttp://en.wikipedia.org/wiki/Common_coldhttp://en.wikipedia.org/wiki/Fluhttp://en.wikipedia.org/wiki/Fluhttp://en.wikipedia.org/wiki/Common_coldhttp://en.wikipedia.org/wiki/Vietnamese_minthttp://en.wikipedia.org/w/index.php?title=Balut(egg)&action=edit&redlink=1http://en.wikipedia.org/wiki/Gingerhttp://en.wikipedia.org/wiki/Fish_sauce -
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Sensorial Vast Regional Diversity
SouthNorth
More flavorsome and varied
Hot chilies Coconut milk
Tropical fruits
raw vegetables
herbs
Less Spicy, Fewerspices/herbs.
More MSG Black pepper for hotness Preference for beef
Central
Spicier than North
Multiple dishes around Rice
owing to a history of royaltraditionGlutinous riceVegetarian Buddhisttradition, so manyvegetarian dishes
Vietnamese food is fresh and light. Appeals to senses via Five spices, Five types ofnutrients, Five colors - attractive to the eye, crispy and crunchy, spices on the
tongue, aromatic herbs and touch. Ideal meal needs to have a balance betweenspicy (metal), sour (wood), bitter (fire), salty (water) and sweet (earth)
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Thus in Sum
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Purity, freshness, balance of Yin & Yang key to Vietnamesecuisine.
Rice , Fish and Vegetables form the core of the Vietnamese
meals. The largest influence on Vietnamese has been that of
Chinese (largely on the cooking styles, core and
complementary food) & the French (largely on the peripheral
and secondary food; exception Banhmi) Food Sensorials:
Well rounded taste profile,
Aromatic owing to herbs and vegetables
Mouth Feel: Light , fresh and crunchy
Colors : Attractive
Flavor: Fish Soy Sauce Traditional to Adapted Food:
Chinese :Fish Sauce
French : BanhMi
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Section 2b- Indonesia
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Overview of Indonesia
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Indonesian culture has been shaped by long interaction between original indigenous
customs and multiple foreign influences. Owing to its vantage position on along ancient
trading routes between the Far East and the Middle East has resulted in a complex
cultural mixture very different from the original indigenous cultures.
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Historical Reservoir drawn from .
DutchStemming from
colonialism
IndianStemming from trade
ChineseStemming from
trade and
migration
ArabStemming from
trade and scholars
PortugueseSpanish
Traders
Indian merchants brought Hindu Buddhist religions whereas Chinese traders and immigrantscontributed Confucianism and the Arab Traders Islam. These contrasting influences in turn
resulted in the archipelago exhibiting high level of heterogeneity. Therefore an island like
Bali remains predominantly Hindu and the rest of the worlds most populous Islamic nation
continues to respect its earlier animist, Hindu and Buddhist traditions.
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Impact on Indonesian Cuisine
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Ri I t l t Lif d W ll B i
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Rice Integral to Life and Well Being..
Dewi Sri is believed to have dominion over the underworld and the Moon. Thus, DewiSri encompasses the whole spectrum of the Mother Goddess- having dominion over
birth and Life: she controls rice: the staple food of Indonesians; hence life and wealth or
prosperity; most especially rice surpluses for the wealth of kingdoms in Java; and their
inverse: poverty, famine, hunger, disease (to a certain extent) and Death. She is often
associated with the rice paddy snake .
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The Dynamics of Home Eaten Meal
Indonesian tables generally bear not only serving platters
with dishes to be shared and individual plates or bowls butalso little satellite dishes for dipping sauces, spices, chopped
herbs, and relishes like shrimp paste and fish sauce. Each
diner has the right and freedom to fine-tune the dish to his or
her individual taste by dipping, pouring, mixing, and
sprinkling
Close look at different aspects of a meal :
Preparation
Rural Areas typically done by the lady of the house
Urban- Lady of the house & domestic help
Food could be freshly cooked or in the morning
Presentation Rice coupled with a couple of meat/seafood and/or
vegetables the norm. All the dishes are served at the same
time.
Crunchies like Keropak
Consumption
Family usually eats together. 28
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Food & Social Status in Indonesia
Celebration/
Selamantan
Home
Prepared
Economically
less affluent
Economically
more
affluent
Difference lies in
number of dishes/desserts. Rice &
meats remain
common
Variety and richness of
food on table key
indicator of affluence
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Indonesia Mapping The Core and Complementary Foods
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Kittler P G , Sucher K P 2004;17:200-204
Indonesia: Mapping The Core and Complementary Foods
Model
Seasonings
Fresh: Red shallots, galangal,Turmeric. Garlic, spring onions,
ginger, lemon grass, Kaffir lime,
Pandan, Chinese celery
Dried: Coriander seeds, cardamom,
cinnamon, cumin and fennel, chilies
Tamarind water, Lime juice and
Vinegar
Terasi -fermented shrimp paste
Snacks/Sweets/Feasts
Fruits, Tapioca Flour,
Mung bean paste,Palm Sugar,Cane
sugar
Sesame seeds,
coconut milk
Foods eaten
sporadically, by
individual
preference, not acultural habit
Ingredients Rice
Ambon Sago
Irian Jaya-Sweet
Potato, Cassava, Corn
Seafood, Chicken,
beef,
Vegetables
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Key Influences on Indonesian Food
IndianStemming from trade
ChineseStemming from
trade and migration
ArabStemming from trade
Portuguese
brought chili
peppers from the
Americas
Spanish introduced
corn and chili
peppers
Indian merchants
brought curries
and dried spices
like cardamom,
cumin and caraway.
Vegetables
cucumbers,
eggplants and
onions
Arab traders and
scholars
introduced kebabsand Arabian spices
The Arab traders
bought the
concept of halal
meat.
Dutch planted
tomatoes, cabbage,
cauliflower, carrots,
radish, green beans
lettuce and coffee
Also contributed
pastry, cakes,
cookies , bread,
cheese & steaks
Soybean, noodles
and stir-frying.
Vegetables likeOriental radish,
Chinese cabbage,
horse tamarind,
bean sprouts and
broad leaved
mustard.
Soybean paste
(tauco) and tahu(Tofu).
Portuguese/Spanish Traders
DutchColonies
The tempeh(Soybean cake
with wholebeans) is anIndonesianadaptation,
Kecap Manis
Kebabs became
Satay
Curry, Stews
The Dutch invented
the Rijstaffelbased
on the
Selamantan-
celebration meal32
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Sensorial Vast Regional Diversity
JavaSumatra
Overall taste profile
skewed towards sweetEvery dish seems to have a
few spoons of Kecap
Manis(sweet Soy sauce).
Use of aromatic herbs,
sourness and spice
moderate
Very high use of spices andaromatic herbs
Minangkabau cuisine fromWest Sumatra is known forits fiery-hot, spicy Padang
cuisine. They use hot chilieswith abandon!
Diversity in sensorial key example: the tribes in Borneo mostly retain their indigenous
foods. Further islands across the archipelago exhibit island specific preferences. In a
country with such diverse food traditions, the food sensorials can be broadly described
as spicy, aromatic and rich.33
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Thus in Sum
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Indonesian cuisine as it exists today is a potpourri of
different cuisines. However what is unique to Indonesiais the diversity in flavors that are seen across the country.
Rice , poultry, mutton & seafood and vegetables form
the core of the Indonesian meals. The largest influence
has been that of Chinese , Arab and Indians (largely on
the cooking styles, core and complementary food). Dutchinfluence limited to ingredients and secondary/
peripheral foods.
Food Sensorials:
Overall taste profile- spicy, aromatic & rich
Key Adaptations :
Chinese :Tempeh, Kecap Manis
Arabs : Satay, Halal
Indians: Spices & biryani adaptations
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Section 3c- Malaysia
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Overview of Malaysia
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Owing to its unique vantage position fusion characterizes all facets of Malaysian
culture. A unified Malaysian culture is however something only emerging in the
country. The important social distinction in the emergent national culture is between
Malay and non-Malay, represented by : the Malay elite that dominates the country's
politics, and the largely Chinese middle class.
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Historical Reservoir drawn from .
Thai/
IndonesianStemming from
Geographical
proximity
IndianStemming from
trade and
migration
ChineseStemming from
trade and
migration
ArabStemming from
trade
EuropeansStemming from
colonialism
Kinship a key facet of Malaysian Culture evidenced by Kampong spirit. Integral part eventoday of village life; has however seen erosion in recent times in urban centers .
Socialization with family & community key. Family integral to simple & good life.
Legends abound in adventure and sagas about fairies, heroes, magic curses and heavenly
celestial beings.
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Malaysian Cuisine
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Meal Dynamics..
No concept of courses, food is eaten /served
simultaneously. Preparation: Typically done by mother; often ladies
from two generation i.e. grandmother/ mother
Presentation: Rice coupled with a couple of
meat/seafood and/or vegetables the norm. Condiments
used include a small crunchy salad, pickled vegetables& sambal condiment
Consumption: Family usually eats together.
Preference for freshly cooked meals high
Urban centers there is a growing preference for fast
food; in rural areas, local cuisine still preferred. With people increasingly traveling long distances to
work coupled with women increasingly joining the
workforce the hawker food is being increasingly seen
as a substitute for a home cooked meal. Packaged &
supermarket are also seen as viable alternatives40
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Food & Social Status:
Celebration
Fasting & Feasting
Home
Prepared
Economically
less affluent
Economically
more
affluent
Variety on table key
indicator of affluenceRice & meats remain
common
Variety on table key
indicator of affluence
Difference lies in number
of meat & vegetable &
deserts served.
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Malaysia: Mapping The Core and Complementary Foods
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Kittler P G , Sucher K P 2004;17:200-204
Malaysia: Mapping The Core and Complementary Foods
Model
Seasonings
Herbs: Lemongrass, shallots, ginger,Chilies, garlic, galangal, Turmeric, Kaffir
Lime, Laksa, Pandan leaves
Spices: Fennel, Cumin, Coriander,
cardamom, cloves, Star anise, Mustard,
cinnamon, fenugreek, Nutmeg,
Sambal and Sambal belacan
Tamarind, Mango, Asam, Carambola,
Lemon and coconut
Snacks/Sweets/ Feasts
Cakes and
desserts made ofCoconut milk,
palm sugar,
glutinous rice etc.
Foods eaten
sporadically, by
individual preference,
not a cultural habit
Core IngredientsRice and Noodles
Breads
Seafood- Fish, shrimps &
cuttlefish,
Meat: chicken, mutton,
beef
Vegetables
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Thus Sensorials
ThaiStemming from
Geographical
proximity
IndianStemming from trade
ChineseStemming from
trade and migration
ArabStemming from trade
EuropeansStemming from
colonialism
Overall profile
aromatic but
taste profile is
well balanced
despite high
use of chilies &
herbs.
A function ofcoconut base
Overall profile
spicy.
Use of spices
very high. Herbs
average. Cooking
Techniques-
Frying
Overall profile
bland and
aromatic.
Owing to use
of spices high
but is tempered
with use of
cream & cheese
Overall profile
bland.
Overall profilebland.
High relianceon essence of
meat &vegetables.
Use of herbs
average. Spicesusage lower
Overall profile aromatic and very spicy/tangy.Use of spices and herbs very high
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Thus in Sum
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Process of acculturation or Traditional to adopted
foodsis key to Malaysian cuisine. Fusion a hallmarkacross all spheres of its culture including food .
Rice , poultry, mutton & seafood and vegetables form
the core of the Malaysian meals. The largest influence
has been that of Chinese , Thai and Indians (largely on
the cooking styles, core and complementary food). Arab
contribution limited to halal meat & satay- a keysecondary food
Food Sensorials:
Overall spicy taste profile,
Aromatic owing to herbs and vegetables
Mouth Feel: Fried , rich , spicy & tangy owing to
coconut, spices & tamarind Key Adaptations :
Chinese :Nyonya Food
Arabs : Satay, Halal
Indians: Spices & biryani adaptations
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Dairy Food Products- Historical Reservoir
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History of Dairy
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Traditionally a non-dairying region The history of dairy consumption in South
East Asia is very short, but with an upward trend.
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Introduction of Dairy
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Malaysia & Indonesia : Colonial Trade brought early import of
canned sweetened milk to Indonesia(1875), then Malaysia. This milk
was ideal for long-distance trade as it keeps relatively well in the heat.
Adoption Triggers :
Imported for Europeans first, it spread to local elite, then
throughout the population, as the small tin pricedecreased.
In addition, milk kitchens set up by the Dutch in towns and
cities provided sweetened condensed milk for infants who
didnt get mothers milk. Around 1901, Nestl's sales network was marketing the product
in Javanese villages.
Vietnam : Colonials brought the first dairy cows at the end of 18thcentury. US army commissioned Ice cream factories in 60s and 70s.
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Key Barriers Historical Perspective
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Negative Milk Perceptions and Poor Sensorials
Milk seen as a body excretion thus
mental barriers specially in Vietnamwhere cattle were used for draught
power, manure and meat production
but not for milk or dairy.
Milk and other dairy products
associated with a smell
Lactose Intolerance
In these regions, large proportions of thepopulation are lactose intolerant.
With time decline being seen in lactose
intolerance; function of increased
exposure to milk?
Easily available dairy substitutes Soy milk, coconut milk & Tofu seen as
substitutes for dairy milk
Genetics
Substitutes
ProductPerception &
Sensorials
Current Picture: Fast growing markets, per capita
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Current Picture: Fast growing markets, per capita
consumption low..
Fastest Growing Markets, Significantly lower versus Europe/ America and even per capita
consumption in India.For example : In Vietnam per capita has grown from around 1 kg to 10
kg now
Key Growth Triggers
Rising per capita income
Increasing association of milk and nutrition needed for agrowing child
Product range beyond liquid milk; not a part of SEA diet Government schemes for infant feeding, targeted school
milk program
Western influence has resulted in higher use of cheese &butter
ButWithin the Core & Complementary Foods Framework
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Kittler P G , Sucher K P Diabetes Spectr2004;17:200-204
Role of Milk & other dairy products however
not integral to Core & Complementary foods
p y
Seek to make dairy based offerings a part of
core (substitute to tofu?) or complementary
food (dairy based flavor enhancers?)
Market Development:
Strengthen benefits : Recent
anthropological studies in China show
milk perceived as integral for child s
growth and nutrition; seek to establish
similar connect with other agesegments not just children
Burst Myths if widespread address
myths via support of trusted, credible
authority support:
Government
Celebrity Endorsement
ButWithin the Core & Complementary Foods Framework
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Kittler P G , Sucher K P Diabetes Spectr2004;17:200-204
Role of Milk & other dairy products however
not integral to Core & Complementary foods
p y
RTB Simplification : Given stage of
development need to understand if
there exists a case for simplification of
RTB ?
Lactose Intolerance: On ground
activation ideas to push products that
can be consumed by a lactose
intolerant consumers like yogurt etc.
Sampling : On ground sampling of
products that help address negative
milk sensorials eg. UHT milk by adding
additives flavors like chocolate,
banana, strawberry etc, powder milk
etc..
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Key Implications
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Implication 1-(1/4)
Key Observations :
Most Southeast Asian societies have been in contact with each other and with other
societies, such as India and China,
Owing to colonialism, trade, influx of scholars & geographical proximity.
Significant Chinese populations across these markets hence have strong
Chinese dietary strains in their cuisines.
While this resulted in acculturation i.e. the process of adopting the cultural traits
or social patterns of another group ; the emergent codes specifically in context of
food were not homogeneous
Thus within Southeast Asia food serves as an ethnic and national marker,
distinguishing one group from another. Heterogeneity stems from the way people think, work, survive, and express
themselves; the economic surplus of the country of focus; social forces and the
countries' indigenous cultures.
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Implications 1- (2/4)
Acculturation is a fourfold model along two dimensions.
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Indigenous HostCulture Absorption
Donor Culture Retention
AssimilationHigh- Low
IntegrationHigh- High
SeparationLow -High
Marginalization
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Implications 1- (3/4)
Acculturation Model examples in the context of Food:
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Indigenous HostCulture Absorption
Retaining Donor Culture
Assimilation
Satay/ Laksa
Integration ChineseFried Rice & Indian
Biryani Adaptations
Separation
Chinese dialect groups &
the tribes in the rain forests
of Borneo
Marginalization
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Implications 1 - (4/4)
Implication 1: Host or Donor Countries as Source of Ideas for Innovation ?
Thus :For every country of focus the countries marketers should seek to identify food
categories that are assimilated, integrated or separationist and for each of these then
seek to understand consumers in both the donor & recipient countries as a possible
source of innovation ideas.
Areas that could be explored could be anchored in
Ingredients
Seasonings
Cooking Style & Medium
In fact marketers could establish protocols using research techniques like NeuroLinguistic Processing to understand taste expectations from host & donor country &
then develop options for each.
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Implications 2 - (1/2)
Observation 2 :
Food within Southeast Asia serves as a ethnic & national marker, distinguishing one group
from another. But despite the diversity, distinct commonalities exist.
All throughout the region, rice forms the core food, is the basis of cakes, desserts and
other snacks. Rice as staff of life food that shapes tastes and dietary patternscertainly
is a common denominator.
The flavor of coconut at all its stages is savored throughout the region.Ingredients like coconut milk, lemon grass, galingale, ginger, Asian basil, mint, fish sauce,
and shrimp paste are used throughout the region; although the proportion varies.
Implication: Thus processed food manufacturers should consider exploring the mass
customization for offering core complimentary or secondary food solutions for the region i.e.
Mass customization is the method of "effectively postponing the task of differentiating a
product for a specific customer until the latest possible point in the supply network.
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An example of Range of Offerings To meet diverse needs
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(2/2)
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Ultimate goal would be to offer solutions that individuals / local diners can customize
to their tastes & preferences at the time of cooking/ on the table.
This process of customizing to ones palate is core to the region and each diner has the
right and freedom to fine tune his dish to his or her individual taste by dipping,
pouring, mixing, and sprinkling sauce/condiments.
li i ( / )
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Implication 3 -(1/2)
Observation 3 : Influences on cuisine from the donor country are imbibed by the host
country through the process of acculturation that involves: Retaining : Retaining certain elements that are core & indigenous to its culture
(stemming from social & economic reasons). Example : use of palm sugar in
Malaysia for desserts, use of fish sauce in Vietnam etc.
Fusion : Customizing overseas influences with local preferences i.e. Kebabs to Satay
or soy sauce with sugar etc.
Implication 3:
All successful innovation for multicultural communities needs to mimic this process.
Thus for each category of interest at the outset, the flavor house must identify:
Are there any core preferences that are integral to that category for the locals.
These core preferences can be identified via heuristics- i.e. thumb rules that
consumers use in decision making. If an ingredient/ cooking style is integral
for the product meeting a key thumb rule it should be defined as core.
Explore innovation ideas that look to impact the non core elements of the
dish via looking at opportunities for fusion of local food preferences with
overseas food trends.
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El id i h E l (2/2)
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Elucidating the Example (2/2)
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Lays a winning example of retaining the core but yet innovating to suite local palate
preferences.
K i li i 4 (1/1)
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Key implications 4 (1/1)
Observation 4: In a lot of food categories source of origin
stories are leveraged for credibility and authenticity toensure relevance and differentiation in the mind of the
consumer.
Implication 4 :
Source of origin stories can be further strengthened by
looking at origins that trace the historical reservoir of
the dish/ ingredient .
Specially for assimilated foods maybe pertinent to talk
about the process of fusion of the food in the local
cuisine . This maybe specifically relevant to markets
like Indonesia & Malaysia where adaptation of cusines
from other countries has been widespread.
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K i li ti 5 (1/2)
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Key implication 5 (1/2)
PACKAGING IMPLICATIONS
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When it comes to food purity and tasty are generics that the overall positioning of thebrand & the packaging must deliver upon.
However, if one were to suggest guidelines inputs based on an analysis of the historicalreservoir some thoughts are: Food is seen as having an indelible link with life, purity, freshness and simplicity
key. This should be captured in packaging & positioning of the brands.
Yin & Yang balance of ingredients also remains an under-explored opportunity forfood manufacturers
In Malaysia & Indonesia given the adaptation & fusion authenticity of taste maybe
should be accorded a higher weightage
El id ti th E l (2/2)
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Elucidating the Example (2/2)
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Indelible link of the food withlife, purity, freshness and
simplicity stands wellcaptured in the packaging ofthe local players
I li ti 6
http://heavytable.com/adventures-in-condensed-milk-how-to-make-vietnamese-coffee-and-vietnamese-yogurt/longevity/ -
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Implication 6
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Observation 5 : Migration Going Forward: There are now 215m first-generation migrants around the
world: thats 3% of the worlds population. If they were a
nation, it would be a little larger than Brazil. There are
more Chinese people living outside China than there are
French people in France. Some 22m Indians are scattered
all over the globe. Small concentrations of ethnic andlinguistic groups have always been found in surprising
placesLebanese in west Africa, Japanese in Brazil and
Welsh in Patagonia, for instancebut they have been
joined by newer ones, such as west Africans in southern
China.- Source Economist
Implication 5: This is currently & more so in the future likely
to give rise to adopted foods. Thus food marketers need to
track and monitor these migrants to decide their portfolios &
innovation strategies in times to come
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Thank you!