An Interactive Stamp Trail for the Preservation of Malay Kuih Heritage

An Interactive Stamp Trail for the Preservation of Malay Kuih Heritage

Nadzrah Jakuan, Norfadilah Kamaruddin^*

Creative Visual Exchange Group (CREaTE), College of Creative Arts, University Technology MARA, Puncak Alam Campus, Selangor

*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.906000374

Received: 06 June 2025; Accepted: 12 June 2025; Published: 18 July 2025

ABSTRACT

Malaysian culture places great importance on traditional Malay dessert, which reflects the country’s varied culinary traditions and rich background. However, modernization and shifting nutritional choices provide obstacles to the preservation of these ancient treats. This project explores a novel method of conserving Malay dessert history by means of an Interactive Stamp Trail, a gamified engagement technique intended to raise cultural awareness among the young generation. Through the integration of interactive experiences and educational components, the new innovative approach enables users not only to learn about the traditional food but also can appreciate various kinds of traditional Malay dessert, their historical value, and regional origins. 1000 young adults from Selangor state in Malaysia between the ages of 18 and 30 participated in a survey to gauge their interest in culturally immersive activities and knowledge with traditional Malay dessert. The findings shown the Interactive Stamp Trail offers a viable means of preserving Malaysia’s culinary legacy.

INTRODUCTION

Malays, Chinese, Indians, and indigenous peoples are among the biggest ethnic groups that have shaped Malaysia’s rich cultural tapestry. The nation’s culinary customs, which are an important component of its cultural character, reflect this heterogeneous landscape. The classic Malay desserts are part of these culinary marvels where these treats are more than just a food but they are symbolic of the social customs, historical narratives, and shared values of the Malaysian community. Commonly, traditional Malay desserts include a broad variety of savory and sweet snacks that are frequently prepared with rice flour, coconut milk, and palm sugar. They are also aesthetically pleasing because they are usually colorful and crafted complexly. Moreover, it is sometimes referred to as a “Malaysian snack” because of its impromptu and diverse daily consumption (Hamzah et al., 2015).

Furthermore, Malaysians eat traditional Malay desserts as part of their daily diet. According to the previous studies done, more than 70 types of traditional Malay desserts are still in demand. These include the popular type of traditional Malay dessert that is sold by street vendors and is usually prepared fresh either at the booth or earlier in the day of sale (Shamsudin et al., 2014, Omar et al., 2011). However, there have been multiple challenges to the preservation of traditional Malay desserts in recent years. According to Hamzah et al. (2015) and Kamaruzaman et al. (2022) who both claimed that many younger generations favor quick, contemporary meal options over traditional preparations, there is a widening gap between them and their cultural culinary heritage. The sustainability of traditional culinary practices and the possible loss of cultural identity linked to them are issues raised by this movement. According to this perspective, the preservation efforts will involve the use of novel tools. This project attempts to preserve traditional Malay dessert heritage by using technology and interactive experiences to create an interactive cultural engagement idea that honors the rich history, flavors, and stories of these traditional treats.

Traditional Malay Dessert

With a wide variety of regional cuisines from numerous races and ethnic groups, Malaysia boasts a rich, authentic, and lively cultural past. The Malay culture is principally to blame for its origins, as it is the largest ethnic group in the country. The Malays themselves have impacted many regional cuisines, including appetisers, soups, main dishes, and desserts. The diversity of Malay traditional desserts, in particular, is evidence of the depth of Malay culture and culinary traditions (Kamaruzaman et al., 2022). However, the significance of traditional Malay desserts, or kuih, from a broader cultural perspective has received very little study (Kamaruzaman et al., 2022, Mustafa et al., 2012).

The term “traditional food” is used extensively worldwide and can mean different things depending on the location. Each traditional cuisine also has its own history and context. It typically entails unique preparation techniques that were first created by a community of individuals in a given area who share comparable cultural customs and lifestyles (Shin, 2010). According to Albayrak (2010), a nation’s cultural variety determines the type of traditional food that is served there. The cuisine itself possesses certain traditional qualities. Traditional cuisine with a particular cultural identity, historical era, and legacy, as well as the genuineness and distinctiveness of certain locations are intimately associated with this concept.

Conversely, “traditional food” describes a unique cuisine that represents the ethnicity and culture of a certain area (Shin, 2010). For instance, the Malay people in Malaysia are fortunate to have a wealth of traditional dishes (Raji, 2017). Some of the more well-liked ones are Nasi Lemak, Nasi Ayam, Laksa, and various forms of Kuih, the traditional Malay dessert (Kamaruzaman et al., 2022). Various Kuih are usually offered during teatime, but they are also occasionally served during special occasions, festivals, and other times of the day, such as for breakfast and afternoon snacks. Kuih can be broadly divided into two categories which are savoury and sweet (Raji, 2017). Meanwhile, Sharifah, Shafii, and Haron (2015) talked about how the Malay Kuih have a unique flavor, texture, and look. Sweet potato flour, tapioca flour, coconut milk, shredded coconut, banana, palm sugar, sago palm, and glutinous rice are the usual ingredients of the majority of Malay Kuih, which are chewy, creamy, and sweet. They are readily available at night markets, roadside stands, cafés, and restaurants and can be fried, grilled, steamed, or baked (Raji, 2017).

METHODOLOGY

This study is conducted with the aim to gauge the awareness level among youths in sustaining the traditional Malay dessert in Selangor state, Malaysia. Non-participant observations were conducted throughout many of restaurants, bazaars ramadan, cafeterias and food stalls, while a series of surveys were carried out with local youth, all of whom provided their memories and reflections on traditional Malay dessert. In this paper, only survey data will be presented and discussed towards the aim.

Specific study components are targeted by each section of the survey questionnaire, such as demographic data, familiarity with different traditional Malay desserts, and interest in taking part in preservation initiatives. 1000 volunteers between the ages of 18 and 30 from different parts of Selangor states in Malaysia participated in the online survey. The next parts will present the results of the survey.

Data Collection

Demographic of Participants

It is clear that young people are the main target audience because the majority of participants (60%) were between the ages of 22 and 25. In contrast, just 10% of respondents were from the younger 18–21 age bracket, indicating a substantial secondary audience, with 30% of respondents being between the ages of 26 and 30 (Fig. 1).

Fig. 1 Age and Background of the Participants

Awareness and Interest in Interactive Experiences 

Participants’ past experiences with interactive activities and their knowledge of traditional Malay desserts were both evaluated in the survey. Since the majority of respondents (80%) had never taken part in interactive experiences previously, this effort would likely be new to them. Nonetheless, 20% of respondents had some prior experience, indicating that the target audience may be accustomed to these interactive exercises (Fig. 2).

Fig. 2 Participants’ Past Experiences

A significant portion of participants (60%) reported being very familiar with Malay kuih, showing strong cultural knowledge and interest. Meanwhile, 40% were somewhat familiar, suggesting that while they recognize Malay kuih, there is still room for greater awareness and engagement through the stamp trail (Fig. 3).

Fig. 3 Participants Familiarity with Malay Kuih

Participants Preferences on the Malay Kuih Stamp Trail Design 

Participants were asked to share their preferences regarding the design and execution of the stamp trail. Half of the participants (50%) preferred a design that blends Malay kuih with cultural elements such as traditional patterns or motifs. This suggests that incorporating heritage elements into the stamp trail would be highly appealing. Meanwhile, 40% favored detailed illustrations of specific kuih, emphasizing the importance of visually recognizable kuih representations (Fig. 4).

Fig. 4 The Participants Preferences Regarding the Design Reflect Malay Kuih Heritage

Therefore, an overwhelming majority (80%) preferred a diverse selection of kuih from various regions, suggesting that participants value a broad cultural experience rather than focusing on a single type. Only 20% expressed interest in a specialized kuih theme, such as those with coconut-based ingredients. This highlights the importance of showcasing regional diversity in Malay kuih heritage through the stamp trail.

Fig. 5 Percentage of the Malay kuih stamp trail preferences

The physical map or booklet (60%) was the most popular choice, indicating a preference for tangible, collectible materials that enhance the trail experience. Many participants may appreciate the nostalgia and keepsake value of a printed guide. However, 30% of participants favored a mobile app, suggesting that digital and interactive features could enhance user engagement. A mobile app with GPS functionality could cater to tech-savvy users who prefer digital convenience.

Fig. 6 The preference of the trail navigation

The Design Process

Phase 1: Selecting the Traditional Malay Desserts

This phase was to identify the traditional Malay desserts from each state that would be featured on the stamps. This process involved careful consideration of the popularity, cultural significance, and unique characteristics of the kuih. The selected kuih represent not only iconic delicacies but also the rich cultural heritage of their respective states. The kuih chosen for the study include Kuih Bakar (Selangor), Kuih Abuk-Abuk (Johor), and Kuih Pena (Pahang). Future iterations of the stamp trail are envisioned to include traditional kuih from other Malaysian states and reflect diverse ethnic culinary traditions such as Peranakan, Indian and Chinese kuih enhancing national inclusivity.

Table 1 Example of Traditional Malay Desserts

Phase 2: The Malay Kuih Design

In this phase, the designs are tailored to highlight the unique identity of specific Malay kuih, connecting them with their region of origin. The designs incorporate imagery, and text that reflect the cultural and historical essence of each kuih. Flower motifs are shown in each design as an identity of each state.

Table 2 Example of the Malay Kuih Design

Malay Kuih	State Flower Identity	The Design
Kuih Bakar	(Selangor) Bunga Tanjung Pecah 9
Kuih Abuk-Abuk	(Johor) Lada Hitam
Kuih Pena	(Pahang) Pokok Kopi
Kuih Keria	(Melaka) Bunga Kesidang

Phase 3: QR Code 

Each kuih in the Stamp Trail will have a QR code embedded into the design, as well as a visual depiction of its history. Participants may discover extensive details about the history and cultural importance of the kuih represented on the stamp by scanning the QR code with their smartphones. This feature increases the requirement for participants to manually search webpages or use search engines such as Google or Safari. As shown in Table 3, the QR code is strategically integrated inside the stamp design, emphasising its interactive feature.

Table 3 Example of QR Codes Scan

Phase 4: The Stamp Trail Card Design

The concept of using interactive stamp trails is an approach to cultural preservation. Such trails can serve as educational tools that guide participants through significant cultural sites while providing opportunities to learn about traditional kuih. According to Asari and Ikuta (2021), stamp collection and quiz games are popular instructional activities due to their simplicity and leisure value. By collecting stamps at various locations, each stop can represent different kuih or culinary practices. This may deepen their connection to history.

The trail route serves as the central element of the interactive stamp trail connecting participants with the locations where they can explore and experience traditional Malay kuih. By using the trail route, participants can navigate the Malay kuih with each stop. In Fig 7, (b) Inner page, each stop has a different type of kuih for each region. Then, (a) outer page included an empty space for the stamp collecting and a QR code for the details about the kuih itself. 

            ( a) Outer Page                                                  (b) Inner Page

Fig. 7 The Example of Stamp Trail Card Design

Phase 5: The Final Product

The final product brings together all the designed elements into a cohesive and engaging experience. This phase ensures that the stamps, trail card and interactive features function seamlessly. It offers participants an enjoyable and educational journey of preservation of Malay kuih Heritage. 

Fig. 8 The Example of the Final Look of Malay Kuih Stamp Trail

Fig. 9 The Example of the Final Look of Malay Kuih Stamp Trail

To evaluate the practical effectiveness of the Interactive Stamp Trail, a pilot study is planned in collaboration with selected community centers and local cultural festivals in Selangor. This pilot will allow participants to engage with the complete stamp trail experience collecting stamps, interacting with embedded QR codes and providing feedback on usability, engagement and cultural resonance. Insights gathered will be used to refine design, identify areas for improvement and guide potential scaling efforts to other Malaysian states.

CONCLUSION

In conclusion, the preservation of cultural heritage is strengthened through the Interactive Stamp Trail, which encourages engagement with traditional Malay kuih while incorporating elements of Malaysia’s historical identity. By integrating a gamified experience with QR codes providing historical insights, this initiative fosters deeper appreciation and awareness of Malaysia’s diverse kuih traditions. Through the carefully designed stamps and trail map, participants not only rediscover the flavors of Malay kuih but also connect with the cultural and historical significance of different regions. Additionally, this interactive approach offers both Malaysians and tourists an immersive way to experience and appreciate the richness of Malaysia’s culinary and cultural heritage. Therefore, this stamp trail can serve as an innovative tool in safeguarding traditional kuih while promoting a broader understanding of the nation’s cultural identity. To strengthen the legitimacy and reach of the initiative, collaboration with institutions such as the Department of National Heritage, local museums and educational institutions is being explored. These partnerships may facilitate integration into school programs and cultural exhibitions ensuring long-term sustainability.

Conflict of Interest

The authors declare no conflict of interest regarding the paper’s publication.

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