Heritage On a Plate: Awareness and Perception of Malay Traditional Desserts Among Non-Malay University Students in Melaka

Heritage on a Plate: Awareness and Perception of Malay Traditional Desserts Among Non-Malay University Students in Melaka

Asliza Mohd Yusof^1*, Mohd Adib Izzat¹, Akmal Adanan¹, Muhammad Azam Aiman Abdul Rahim¹, Muhammed Aqil Daniel J Sham¹, Ruzaireen Rosidin¹, Afham Bin Sukurdin²

¹Faculty of Hotel and Tourism Management, University Technology MARA, Cawangan Melaka, KM26 Jalan Lendu, 78000 Alor Gajah, Melaka, Malaysia

²Managing Director, Zuhal Travel & Tours Sdn Bhd

^*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.906000292

Received: 10 June 2025; Accepted: 11 June 2025; Published: 11 July 2025

ABSTRACT

This study explores the awareness and perception of Malay traditional desserts among non-Malay university students in Melaka, emphasizing cultural sustainability in a multicultural society. Employing a quantitative research design, data were collected from 234 respondents through structured questionnaires. Findings reveal a moderate level of awareness, with food preferences and social influences, particularly from friends and social media, emerging as significant predictors of awareness and positive perception. The availability of traditional desserts, however, exhibited a weak and inverse relationship with awareness, suggesting barriers to accessibility. Regression analysis indicated that food preference had the most substantial impact on awareness, followed by social influence. The study highlights the importance of integrating cultural food education and strategic media dissemination to preserve culinary heritage. It offers theoretical contributions to the field of food heritage literature and practical implications for policymakers and educational institutions, promoting intercultural understanding and heritage conservation.

Keywords: Malay traditional desserts, food heritage, cultural awareness, food preference, Melaka

INTRODUCTION

Malaysia is a culturally diverse nation located in Southeast Asia, comprising two central regions separated by the South China Sea. These refer to East Malaysia, located on the island of Borneo, and West Malaysia, situated on the mainland of the Malay Peninsula. This geographical division has shaped a dynamic national identity, rooted in a rich blend of traditions, languages, and cuisines. As of the first quarter of 2024, Malaysia’s population stood at 30.4 million, with Malays accounting for 58 percent, Chinese 22.6 percent, and Indians 6.6 percent (Department of Statistics Malaysia, 2024). This multiethnic composition contributes to the complexity and vibrancy of the country’s cultural landscape.

Food culture plays a crucial role in shaping personal and collective identity. Traditional food is not merely a dietary choice but an embodiment of values, heritage, and social customs passed down through generations (Wahid et al., 2024). In the Malay community, traditional desserts such as kuih-muih, dodol, and bahulu represent more than sweet treats. They are cultural symbols, often featured in religious festivals, weddings, and community gatherings. These desserts are prepared using local ingredients such as coconut milk, glutinous rice, pandan leaves, and palm sugar, reflecting the region’s agricultural legacy and tropical environment (Ismail, 2021). Their preparation and consumption are deeply intertwined with cultural practices and community engagement, reinforcing social ties and a shared sense of belonging (Jaafar, 2022).

Despite their cultural significance, traditional Malay desserts are facing a decline in interest, particularly among younger generations. With the increasing popularity of modern and fast foods, younger Malaysians are becoming less familiar with traditional foods, which threatens the continuity of culinary heritage (Rahmat et al., 2021). In states like Melaka, known for its historical importance and rich food culture, non-Malay university students often have limited exposure to these traditional desserts. This suggests a growing disconnect between cultural heritage and contemporary food consumption patterns (Mohd Fikri et al., 2021).

This presents a significant challenge. If traditional foods are not recognized, appreciated, and consumed by younger and non-Malay populations, there is a risk that these cultural artifacts may eventually vanish from everyday life. A lack of awareness and preference may lead to diminished cultural integration and reduced efforts to preserve food heritage. Given that non-Malay students represent a significant segment of Malaysia’s future multicultural society, it is essential to understand their awareness and perception of traditional Malay desserts.

This study aims to investigate the level of awareness, influencing factors, and perceptions of Malay traditional desserts among non-Malay university students in Melaka. By focusing on this demographic, the research seeks to contribute to the broader discourse on cultural preservation, food heritage, and interethnic understanding. The findings are expected to inform educational and cultural strategies that promote inclusivity and appreciation of Malaysia’s rich gastronomic traditions.

LITERATURE REVIEW

This chapter examines the existing literature on Malay traditional desserts and culture, with a specific focus on the perceptions of non-Malay university students. Kuih-muih, a common type of Malay traditional sweet, is often associated with festivals and special occasions. However, younger generations, particularly non-Malays, may have limited exposure to or interest in these traditional local foods, potentially due to emerging food trends, restricted access, and availability. This chapter reviews research on social influence, food accessibility, and personal preferences, examining their impact on awareness of traditional foods and food and cultural identity. By understanding these factors, the research aims to identify perceived gaps in the existing knowledge regarding Malay traditional desserts and to develop an initial framework for evaluating the awareness of these treats among non-Malay students.

Social Influences

Malay traditional desserts are gaining awareness and are being perceived by non-Malay university students through social networks, including among friends, family, and social media. Students who attend cultural events, parties, or share meals with Malays are more likely to encounter traditional Malay sweets, such as dodol or bahulu (Roslan, 2021).

Social networks, particularly YouTube, have a significant influence on food preferences among Malaysian university students, affecting food demand and consumption. This cultural diversity enhances students’ adaptability, particularly in multiracial families or those involved in Ramadan bazaars during Hari Raya, where traditional Malay sweetmeats are commonly served. Community and cultural fairs also offer exposure. Some traditional Malay desserts are featured at food fairs and religious festivities, such as Deepavali, Chinese New Year, and Hari Raya Aidilfitri, positively influencing the perceptions of non-Malay students.

Recent research emphasizes the importance of experiential learning in understanding and valuing Malay food culture. Studies show that simulated feasts increase students’ knowledge and appreciation of Malay cuisine and table manners. Furthermore, social media posts and shares of gourmet experiences by friends and community members enhance the culinary knowledge of Malay desserts among non-Malay students (Rahmat et al., 2021).

Availability

Malay traditional desserts have a significant influence on the awareness of non-Malay students in Melaka. Their frequent consumption by Malays and ready availability in markets, food stalls, and restaurants enhance familiarity and positive perception. Melaka’s food tourism further emphasizes the role of these local foods. Studies, such as those by Ibrahim et al. (2022) and Sa’min, Apriyanto, and Edrus (2024), confirm that easy access to desserts in university cafeterias and food markets increases students’ likelihood of trying and incorporating these desserts into their diets. Tan et al. (2021) highlight that consuming Malay desserts in diverse urban settings promotes cultural food sharing, integrating them into regular diets. Conversely, limited availability could negatively impact students’ exposure and awareness.

Food Preferences

Non-Malay students’ awareness of Malay traditional desserts in Melaka is significantly influenced by their personal food preferences. Students open to new culinary experiences are more likely to positively perceive and seek out these desserts, as supported by Hussein’s (2024) findings on the impact of knowledge, attitudes, and behavioral control on food consumption. Conversely, food neophobia results in a decreased consumption of traditional Malay desserts. Tan et al. (2021) further emphasize that individual cultural food preferences drive the cross-cultural acceptance of food, with students who enjoy new tastes more inclined to engage in cultural food activities and appreciate Malay desserts. These factors collectively shape the awareness and perception of Malay traditional desserts among non-Malay students.

Research Framework

Based on the research context, a conceptual framework will be created to evaluate the impact of awareness and perception of Malay traditional desserts on non-Malay university students in Melaka. This framework takes into account elements such as cultural exposure, social influences, food availability, personal preferences, and sensory perceptions, and how they affect students’ attitudes, knowledge, and consumption behaviors toward Malay desserts.

Figure 1: Conceptual Framework adapted from Razlee et al. (2022)

Theoretical Underpinning

Social Cognitive Theory posits a valuable framework for understanding how non-Malay students’ awareness and perception of Malay traditional desserts are shaped. Social Cognitive Theory explains how people learn by watching others and how these learned behaviors can be influenced by their environment, personal factors, and behavior (Yip et al., 2020). Applying this theory, non-Malay students may develop awareness and perceptions of Malay desserts through observing their Malay peers enjoying these treats, or through media portrayals that highlight the cultural significance and deliciousness of these desserts. The likelihood of trying and appreciating these desserts increases when students see positive outcomes from others’ experiences, such as enjoyment or social acceptance.

Conversely, negative perceptions or a lack of exposure can decrease their willingness to try these foods. Social Cognitive Theory further explains the importance of self-efficacy. If non-Malay students believe they can accurately identify and enjoy Malay desserts, they are more likely to engage with them. Moreover, the environment plays a crucial role; the availability of Malay desserts in university cafeterias or local markets, and the encouragement from friends and family, can significantly influence a student’s behavior (Safian et al., 2021).

METHODOLOGY

This study employed a quantitative research approach to investigate the awareness and perception of Malay traditional desserts among non-Malay university students in Melaka. Specifically, it examined how social influence, availability, and food preferences affect levels of awareness and appreciation of food.

Data were collected using a structured questionnaire, which included sections on demographics and Likert-scale items measuring the three independent variables and the dependent variable. Each item was rated on a five-point scale from Strongly Disagree (1) to Strongly Agree (5). The instrument was subjected to a pilot test with 30 non-Malay students to assess clarity and internal consistency. The pilot yielded Cronbach’s Alpha values ranging from 0.685 to 0.927, confirming acceptable to excellent reliability.

A total of 234 students from private universities in Melaka participated in the full survey. Participants were selected through judgmental sampling, focusing on non-Malay students with potential exposure or interest in traditional foods. Data were gathered using a hybrid method, combining online (via Google Forms) and in-person distribution at selected campuses, including Multimedia University (MMU) and Universiti Teknikal Malaysia Melaka (UTeM).

This research received ethical approval from the Research Ethics Committee (REC) of Universiti Teknologi MARA (UiTM). Participants were informed about the purpose of the study and assured of confidentiality and voluntary participation.

Data analysis was conducted using SPSS Version 27. Descriptive statistics summarized the respondent profile, while correlation and multiple regression analysis examined the relationships among variables. The regression model demonstrated a high level of explanatory power (R² = 0.967), with a significant F-test (F = 2255.430, p < 0.001). Among the predictors, food preference and social influence had the strongest positive effects on awareness, while availability showed a weaker but statistically significant role.

Research Findings

According to Sekaran and Bougie (2013), a Cronbach’s alpha coefficient of 0.6 or higher is considered sufficient for reliability.

Table 1: Reliability Analysis

Demographic Analysis

Table 2 outlines the demographic characteristics of the respondents who participated in this study. Among the 234 individuals surveyed, 32.1% identified as male and 67.9% as female. The age distribution was heavily concentrated in the 18–21 age range, accounting for 47.4% of participants, most of whom were undergraduate students. The second most represented age group was 22–25 years, comprising 48.3% of the sample, while individuals aged 26–30 years constituted a smaller portion at 4.3%. In terms of ethnicity, all respondents were Malaysian nationals, with 52.6% identifying as Indian and 47.4% as Chinese. With regard to the year of study, a majority of respondents (50.4%) were in their second year. The Faculty of Business and Economics contributed the largest proportion of participants, representing 29.1% of the total sample. Furthermore, most respondents were pursuing a bachelor’s degree, which accounted for 55.6% of the surveyed population.

Table 2: Demographic Analysis

Correlation Analysis

The research framework analyzed the variables using Pearson’s correlation coefficient to determine the linear relationship between two continuous variables. This was illustrated through a correlation matrix, which showcased the coefficients and their corresponding significance levels for variables such as social, availability, food preference, and awareness, based on data from 234 participants. Each matrix cell above the diagonal line indicates the strength and direction of the relationship between variable pairs. A strong positive correlation was observed between social influence and awareness (r = 0.978, p < 0.001), indicating that an increase in social is likely to lead to an increase in awareness. Similarly, a strong negative relationship was observed between availability and awareness (r = -0.271, p < 0.001), indicating that lower availability is correlated with lower awareness. The relationship between food preference and awareness (r = 0.976, p < 0.001) was also solid and positive, implying that food preference is likely to increase with awareness. The findings highlight social and food preference factors are positively linked with the awareness variable except for availability. These outcomes provide critical insights into the interrelationships between these essential variables, laying a foundation for future analysis and interpretation of the study’s dataset.

Table 3: Correlation Analysis

Regression Analysis

The multiple regression analysis focuses on how social influence, availability, and food preference control influence the outcome variable, awareness. A summary of the model sheds light on the dynamics between these factors. This summary assesses the regression model’s predictive accuracy and its suitability in fitting the data. In this study, the variables of interest as predictors include social influence, availability, and food preference regarding the awareness, with the aim of understanding the awareness and perception of Malay traditional desserts among non- Malay university students in Melaka. By applying regression analysis, the investigation delves into how these three predictor variables, such as social influence, availability, and food preference, affect the outcome variable. The analysis results, including the coefficients, are detailed in the table that follows. The coefficient of determination, R2, stands at 0.967, indicating that the predictors, such as social influence, availability, and food preference related to awareness, explain approximately 96.7% of the variance in the outcome. This denotes a relatively strong correlation between the predictors and the outcome. The adjusted R-squared value is 0.967, same as R-squared value. This suggests that the regression model closely aligns with the observed data.

The significance of the model is underscored by an F-test score of 2255.43 with a p-value of less than 0.001, indicating a statistically significant relationship among the studied variables. The unstandardized coefficients reveal a positive linkage between the independent and dependent variables. As depicted in Table 4, the analysis uncovers the impact of the independent variables on the dependent variable. Specifically, social influence (B = 0.222, t = 1.866, p = 0.063) was found to have a significant predictive relationship with awareness. Similarly, the availability (B = 0.140, t = 8.167, p = 0.001) was also a significant predictor of awareness. Lastly, food preference (B = 0.663, t = 5.771, p < 0.000) significantly predicted intention. In summary, the regression analysis underlines that all three factors significantly contribute to predicting awareness.

Table 4: Regression Analysis

Dependent variable: Intention

DISCUSSION

In a multicultural academic setting, this study examines the awareness and perceptions of non-Malay university students regarding Malay traditional desserts, with a focus on the influence of social factors, availability, and food preferences. The findings contribute key insights to understanding cultural food awareness.

The results indicate that social influence plays a substantial role in shaping the awareness of Malay traditional desserts. The Pearson correlation (r = 0.978, p < 0.001) shows a strong positive relationship between social interaction and dessert awareness. This suggests that friends, family, and social media channels serve as powerful platforms for disseminating knowledge about traditional Malay foods. This supports earlier assertions by Salleh et al. (2021) and Razalli and Mohd Shariffuddin (2022) that exposure to food culture through social settings and digital media increases familiarity and appreciation among young people. The high mean score (M = 4.02) for statements like “I was influenced by people around me regarding which Malay traditional dessert I should consume” further underscores the importance of interpersonal and digital influence in food awareness.

In contrast, availability was found to have a weak and negative relationship with awareness (r = -0.271, p < 0.001), indicating that mere accessibility to traditional Malay desserts does not necessarily result in increased awareness or preference. Although many respondents acknowledged encountering traditional desserts during festive seasons, the limited regular availability might reduce sustained exposure and cultural learning. These findings align with those of Rahmat (2021) and Sa’min, Apriyanto, and Edrus (2024), who noted that limited access and visibility outside of cultural festivals can hinder the adoption of traditional food, especially among non-native groups.

Food preference emerged as the most significant predictor of awareness and perception in the regression analysis, with the highest unstandardized coefficient (B = 0.663, p < 0.001). Students who expressed a willingness to explore different food types were more likely to be aware of and prefer Malay traditional desserts. The high mean scores for statements such as “I am likely to eat Malay traditional dessert most of the time” (M = 4.14) and “Compared to western or other kinds of foods, I would rather choose Malay traditional dessert” (M = 3.88) reflect a positive attitude among adventurous eaters. These results align with studies by Lee and Tan (2022) and Hussein (2024), who found that food neophilia and cultural openness are positively associated with traditional food consumption.

Moreover, the data reveal that students with greater food curiosity and lower food neophobia are more likely to develop a favorable perception of Malay desserts. This reinforces the importance of cultivating positive early food experiences and leveraging educational platforms to encourage intercultural food exploration.

From a theoretical standpoint, this study reinforces the interplay between social context, personal disposition, and structural access in shaping food knowledge and cultural integration. The findings indicate that cultural appreciation is not solely dependent on physical access but rather requires meaningful engagement, positive reinforcement through social networks, and personal openness to cultural experiences.

In practical terms, these insights have implications for policymakers, university administrators, and cultural heritage promoters. Effective interventions to promote Malay traditional desserts must go beyond ensuring physical availability. Strategies should integrate cultural education, culinary events, and social media campaigns to shape perceptions and generate sustained interest among non-Malay youth actively. Cooking demonstrations, storytelling, and influencer engagement may create lasting impressions that physical exposure alone cannot achieve.

Ultimately, the study makes a significant contribution to ongoing discussions on the preservation of culinary heritage in multicultural contexts. By highlighting the significant role of non-Malay students in shaping the future cultural landscape, it emphasizes the importance of inclusive heritage promotion that transcends ethnic boundaries.

CONCLUSION AND RECOMMENDATION

This study examined the awareness and perception of Malay traditional desserts among non-Malay university students in Melaka, with a focus on the impact of social factors, availability, and food preferences. The results suggest a complex reaction of cultural influences among young adults within Malaysia’s diverse academic environment. While overall awareness of Malay traditional desserts such as kuih-muih and dodol was found to be moderate to high, it is primarily driven by interpersonal social interactions and individual openness to culinary exploration.

Food preferences emerged as the strongest predictor of awareness, indicating that students who are more adventurous in their eating habits are more likely to appreciate and consume traditional Malay desserts. Social influence, including the roles of peers, family members, and digital media platforms, also demonstrated a significant impact on shaping awareness and cultural interests. In contrast, the availability of these desserts, although relevant, played a relatively weaker role. This suggests that occasional exposure, such as during festivals or cultural events, is insufficient for fostering lasting engagement or knowledge among non-Malay students.

The study highlights an important cultural concern, emphasizing that traditional Malay desserts represent more than just food items; they embody a symbolic connection to shared heritage and identity. However, their long-term relevance depends on continuous interaction, education, and visibility among younger, non-Malay populations who may otherwise become disengaged from such culinary traditions due to modern consumption patterns and lifestyle shifts.

Based on this study, several recommendations are proposed to preserve and promote the cultural significance of Malay traditional desserts among younger generations through strategic interventions.

First, universities should incorporate traditional food heritage into formal and informal learning experiences. Cultural education initiatives such as culinary workshops, interethnic food festivals, and academic modules on food heritage can encourage meaningful engagement among diverse student populations.

Second, digital platforms should be leveraged to disseminate knowledge and stimulate interest. Collaborating with food influencers, content creators, and student ambassadors can help present traditional Malay desserts in formats that appeal to the digital-native generation. Storytelling that connects food with identity, history, and personal narratives may further enhance cultural resonance.

Third, institutional food services, including campus cafeterias and nearby vendors, should consider offering traditional Malay desserts more regularly. Familiarity, achieved through consistent exposure, may increase both awareness and consumption. Policies should incentivize local culinary inclusion in campus environments to support these efforts.

Fourth, government agencies such as the Ministry of Tourism, Arts, and Culture, in collaboration with academic institutions, should design targeted campaigns that position traditional desserts as integral to Malaysia’s living heritage. These campaigns should highlight both cultural and nutritional value while promoting inclusivity and intercultural understanding.

Finally, future research should expand beyond Melaka to include students from different regions and educational institutions. Mixed-method or longitudinal approaches could further explore how awareness develops over time and whether sustained interventions influence long-term perceptions. Other relevant variables, such as cultural identity, emotional connection to food, and the role of early childhood exposure, could also be investigated.

In conclusion, while the cultural awareness of Malay traditional desserts is present among non-Malay university students, it requires deliberate reinforcement. Through integrated educational, institutional, and media-based strategies, Malaysia’s rich culinary heritage can be preserved and appreciated for future generations.

ACKNOWLEDGMENT

The authors sincerely thank University Technology MARA, Cawangan Melaka, for supporting this paper.

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