“Revitalising Traditional Malay Kuih Through Facebook: A Study of Online Culinary Knowledge Sharing”

Social media has revolutionized the way people connect, communicate, and share cultural heritage. Facebook, as a dominant image-sharing and engagement platform, plays a pivotal role in preserving and promoting culinary traditions. Traditional Malay kuih, an integral part of Malaysia’s food heritage, is facing threats of extinction due to declining intergenerational knowledge transfer and limited public awareness. This study investigates how the Facebook food community, particularly the group Masak Apa Hari Ni (MAHN), contributes to sharing and preserving knowledge of traditional Malay kuih. Through qualitative content analysis of five highly engaged posts, the study identifies six major themes that demonstrate how Facebook facilitates social learning, emotional engagement, and collective knowledge sharing around traditional kuih. The findings highlight Facebook's potential as a virtual archive and learning space for cultural food heritage in the digital age.

Traditional Food, Malay kuih, social media, Facebook community

1. Al-Maatouk, Q., & Abbas, M. K. (2021, December). The significance of social media posts on human decisions. In 2021 International Conference on Decision Aid Sciences and Application (DASA) (pp. 143–146). IEEE. [Google Scholar] [Crossref]

2. Andreassen, C. S., Torsheim, T., Brunborg, G. S., & Pallesen, S. (2012). Development of a Facebook addiction scale. Psychological Reports, 110(2), 501–517. [Google Scholar] [Crossref]

3. Bandura, A. (1977). Social Learning Theory. Englewood Cliffs, NJ: Prentice-Hall. [Google Scholar] [Crossref]

4. Bloor, M., & Wood, F. (2006). Keywords in Qualitative Methods: A Vocabulary of Research Concepts. SAGE. [Google Scholar] [Crossref]

5. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. [Google Scholar] [Crossref]

6. Chugh, R., & Ruhi, U. (2018). Social media in higher education: A literature review of Facebook. Education and Information Technologies, 23(2), 605–616. [Google Scholar] [Crossref]

7. Columbia Public Health. (2022). Content Analysis Method and Examples. https://www.publichealth.columbia.edu/research/population-health-methods/content-analysis [Google Scholar] [Crossref]

8. Derks, D., Fischer, A. H., & Bos, A. E. (2008). The role of emotion in computer-mediated communication: A review. Computers in Human Behavior, 24(3), 766–785. [Google Scholar] [Crossref]

9. Erlingsson, C., & Brysiewicz, P. (2017). A hands-on guide to doing content analysis. African Journal of Emergency Medicine, 7(3), 93–99. [Google Scholar] [Crossref]

10. Fauzi, N. M., Razali, A. R., & Kamarulzaman, N. H. (2023). Preserving culinary heritage through digital media: A Malaysian perspective. Asian Journal of Heritage Studies, 5(1), 22–35. [Google Scholar] [Crossref]

11. Gbrich, C. (2007). Qualitative Data Analysis: An Introduction. SAGE. [Google Scholar] [Crossref]

12. Hamat, A., & Hassan, H. A. (2019). Use of social media for informal language learning by Malaysian university students. 3L: Language, Linguistics, Literature, 25(4), 68–83. [Google Scholar] [Crossref]

13. Harris, A. (2020). Social media as a public sphere in the COVID-19 pandemic. The Journal of Media and Communication Studies, 12(3), 17–25. [Google Scholar] [Crossref]

14. Hsieh, H.-F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. [Google Scholar] [Crossref]

15. Humairah, H., Rahim, N. F. A., & Harun, N. A. (2015). Traditional kuih in Malay society: A review on its significance and preservation. Journal of Ethnic Foods, 2(2), 96–104. [Google Scholar] [Crossref]

16. Ismail, M. F., Karim, M. S. A., & Othman, M. (2013). Challenges faced by Malay chefs in preserving Malay culinary heritage. Journal of Tourism, Hospitality & Culinary Arts, 5(3), 54–66. [Google Scholar] [Crossref]

17. Jeongki, K. (2019). Uses and gratifications of Facebook: Predictors of Facebook addiction. Journal of Computer-Mediated Communication, 24(3), 140–155. [Google Scholar] [Crossref]

18. Kamaruzaman, M. Y. B., Ab Karim, S., Ishak, F. A. B. C., & Arshad, M. M. B. (2020). The diversity of traditional Malay kuih in Malaysia and its potential. Journal of Ethnic Foods, 7(1), 1–11. [Google Scholar] [Crossref]

19. Kamaruzaman, M. Y., Che Ishak, F. A., & Arshad, M. M. (2022). Exposing the nuances of traditional Malay kuih in Mersing district, Johor, Malaysia. Journal of Ethnic Foods, 9(1), 1–12. [Google Scholar] [Crossref]

20. Kaye, A. (2019). Facebook use and negative behavioral and mental health outcomes: A literature review. Journal of Addiction Research & Therapy, 10(1), 1–10. [Google Scholar] [Crossref]

21. Kim, J. (2019). Uses and gratifications of Facebook: Predictors of Facebook addiction. Journal of Computer-Mediated Communication, 24(3), 140–155. [Google Scholar] [Crossref]

22. Kuhnlein, H. V., Erasmus, B., & Spigelski, D. (2009). Indigenous Peoples' Food Systems: The Many Dimensions of Culture, Diversity and Environment for Nutrition and Health. FAO Centre for Indigenous Peoples' Nutrition and Environment. [Google Scholar] [Crossref]

23. Kumar, S., West, R., & Leskovec, J. (2018). Disinformation on the web: Impact, characteristics, and detection of Wikipedia hoaxes. Proceedings of the 25th International Conference on World Wide Web, 591–600. [Google Scholar] [Crossref]

24. Marengo, D., Sindermann, C., Elhai, J. D., & Montag, C. (2021). Emotion regulation and Facebook use. Behavior & Information Technology, 40(9), 882–895. [Google Scholar] [Crossref]

25. Mauri, M., Cipresso, P., Balgera, A., Villamira, M., & Riva, G. (2011). Why is Facebook so successful? Psychophysiological measures describe a core flow state while using Facebook. Cyberpsychology, Behavior, and Social Networking, 14(12), 723–731. [Google Scholar] [Crossref]

26. Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis: Striving to meet the trustworthiness criteria. International Journal of Qualitative Methods, 16(1), 1–13. [Google Scholar] [Crossref]

27. Omar, S. R., Karim, M. S. A., & Omar, S. N. (2015). Understanding the uniqueness of heritage food as a tourism attraction in Malaysia. Social and Behavioral Sciences, 202, 97–102. [Google Scholar] [Crossref]

28. Pieniak, Z., Verbeke, W., Vanhonacker, F., Guerrero, L., & Hersleth, M. (2009). Association between traditional food consumption and motives for food choice in six European countries. Appetite, 53(1), 101–108. [Google Scholar] [Crossref]

29. Pope, C., Ziebland, S., & Mays, N. (2006). Analysing qualitative data. In Qualitative Research in Health Care (pp. 63–81). BMJ Publishing Group. [Google Scholar] [Crossref]

30. Powers, B. A., & Knapp, T. R. (2006). Dictionary of Nursing Theory and Research (3rd ed.). Springer. [Google Scholar] [Crossref]

31. Raji, M. N. A., Ab Karim, S., Ishak, F. A. C., & Arshad, M. M. (2017). Past and present practices of the Malay food heritage and culture in Malaysia. Journal of Ethnic Foods, 4(4), 221–231. [Google Scholar] [Crossref]

32. Ripon, S., Mahmud, M., & Ali, N. A. (2022). The impact of Facebook addiction on stress and life satisfaction among Malaysian students. Malaysian Journal of Psychology, 41(1), 15–29. [Google Scholar] [Crossref]

33. Ryan, T., Chester, A., Reece, J., & Xenos, S. (2014). The uses and abuses of Facebook: A review of Facebook addiction. Journal of Behavioral Addictions, 3(3), 133–148. [Google Scholar] [Crossref]

34. Sani, N. M., & Farid, N. R. (2024). Digital food influencers and culinary revival: A study of Gen Z engagement. Malaysian Journal of Digital Culture, 2(1), 40–57. [Google Scholar] [Crossref]

35. Selwyn, N. (2007). Web 2.0 applications as alternative environments for informal learning–a critical review. OECD/CERI Learning Sciences and Brain Research. [Google Scholar] [Crossref]

36. Sharif, M. S. M., Nor, N. M., Zahari, S. M., & Jeinie, M. H. (2017). The Malay traditional food preparation. Asian Journal of Quality of Life, 2(7), 39–47. [Google Scholar] [Crossref]

37. Sharif, M. S. M., Nor, N. M., Zahari, M. S. M., & Muhammad, R. (2015). What makes the Malay young generation had limited skills and knowledge in the Malay traditional food preparation? Procedia-Social and Behavioral Sciences, 202, 152–158. [Google Scholar] [Crossref]

38. Ulla, M. B., & Perales, W. F. (2020). Integrating Facebook as a whiteboard in the EFL classroom: Perceptions of learners. Computer Applications in Education Journal, 3(1), 55–68. [Google Scholar] [Crossref]

39. UNESCO. (2021). Intangible Cultural Heritage: Safeguarding Traditional Knowledge. Paris: UNESCO. [Google Scholar] [Crossref]

40. Vaismoradi, M., & Snelgrove, S. (2019). Theme-based content analysis: A novel approach to analysis of qualitative data. International Journal of Nursing Studies, 91, 22–28. [Google Scholar] [Crossref]

41. Wang, S., & Noe, R. A. (2010). Knowledge sharing: A review and directions for future research. Human Resource Management Review, 20(2), 115–131. [Google Scholar] [Crossref]

42. You, Q., Luo, J., Jin, H., & Yang, J. (2017). Cultural diffusion and trends in Facebook photographs. Proceedings of the Eleventh International AAAI Conference on Web and Social Media, 655–658. [Google Scholar] [Crossref]

43. Yusof, Z. A., Ismail, S. A., & Ahmad, F. (2023). Virtual communities and Malaysian culinary heritage. Journal of Digital Society Studies, 4(2), 90–108. [Google Scholar] [Crossref]

• An Analysis of Waste Management Practices in Selected Buffet Restaurants in Quezon City, Philippines
• Assessing the Effects of COVID-19 on Hospitality and Tourism Employment
• A Conceptual Framework for Profiling Stream Anglers in Malaysia
• Service Quality and Guests’ Satisfaction: Evidence from Banda Hilir, Melaka
• "Empowering Urban Communities through Sustainable Tourism: The Case of GLOW 2025 in Kampung Pengkalan Rama Pantai, Melaka"