Visit Malaysia 2026 Showcases the Nation’s Culinary Heritage Through Inside Scoop’s “Rasa-Rasa Malaysia” Campaign

Luqman Hakim April 6, 2026 2 minutes read

In conjunction with the nationwide Visit Malaysia 2026 (VM2026) campaign, Tourism Malaysia is proud to support the launch of Inside Scoop’s “Rasa-Rasa Malaysia” collection. This innovative initiative showcases Malaysia’s rich cultural diversity through a series of locally inspired ice cream flavours. The campaign was officially launched by Mr. Wizani Rosmin, Senior Director of Management at Tourism Malaysia, at the Inside Scoop outlet in Taman Tun Dr Ismail.

This collaboration reflects Tourism Malaysia’s ongoing commitment to highlighting authentic Malaysian experiences and promoting domestic tourism in the lead-up to VM2026. It also underscores the importance of strong partnerships between the public and private sectors in advancing the nation’s tourism agenda.

Strategically, the initiative aligns with VM2026’s objective of positioning Malaysia as a culturally rich destination where food serves as a powerful storytelling medium. By translating state identities into enjoyable treats, the campaign encourages both domestic and international tourists to explore Malaysia’s regions through their unique local flavours.

The “Rasa-Rasa Malaysia” collection features six limited-edition flavours, each inspired by the heritage and identity of different Malaysian states. This sensory journey includes bold Liberica coffee from Johor, rich dark chocolate from Kelantan, and the iconic dodol durian from Melaka. It also highlights the distinctive gula apong of Sarawak, the nostalgic “Kaw Dinosaur” representing Kuala Lumpur and Selangor, and the refreshing strawberries of Cameron Highlands in Pahang.

To further engage visitors, the campaign introduces interactive elements such as a limited-edition “Ice Cream Passport” and a stamp rally. This concept mirrors the spirit of discovery, encouraging guests to explore multiple Inside Scoop outlets nationwide while reinforcing the VM2026 message of travel and exploration.

The collection will be available at all Inside Scoop outlets nationwide from 6 April to 11 May 2026. Tourism Malaysia welcomes further collaboration from industry stakeholders to create unique, experience-driven campaigns that strengthen Malaysia’s position as a must-visit global destination. For more information on the VM2026 campaign, please visit the official Tourism Malaysia website at www.tourism.gov.my.