Malaysia showcases rich culture and tantalizing cuisine in Hanoi
Madani Malaysia Week 2025 Embraces Vietnam's Cultural Heart
In a vibrant display of shared values and cultural exchange, the "Madani Malaysia Week 2025" took place in Hanoi, Vietnam, from July 30 to August 3. The event, primarily held at Aeon Mall Long Biên, was a collaborative effort between the Malaysian Embassy and Tourism Malaysia.
The week-long celebration was guided by the Malaysia Madani initiative, a philosophy championing sustainability, prosperity, innovation, respect, trust, and compassion. This philosophy, promoted by the Malaysian Prime Minister, forms the backbone of Malaysia's holistic development across culture, education, and trade sectors.
The highlight of the week was Selera Malaysia, a food festival that offered an immersive experience in Malaysian cuisine. Visitors were treated to iconic dishes like Sambal, Rendang, and Kek Lapis, showcasing Malaysia's diverse culinary heritage. Cultural exhibitions and workshops further demonstrated Malaysia's commitment to sustainability and innovation.
A significant moment during the event was the signing of a Memorandum of Cooperation between Tourism Malaysia and Vietnam Airlines. This collaboration aims to strengthen bilateral tourism, encourage two-way travel, and promote joint marketing campaigns supporting ASEAN sustainable development goals.
The objectives of Madani Malaysia Week 2025 were multifaceted. Besides deepening the Malaysia-Vietnam partnership and promoting cultural exchange, the event aimed to boost tourism and invite the Vietnamese public to experience Malaysia’s heritage firsthand. It also supported Malaysia’s larger tourism strategy, including preparation for Visit Malaysia 2026, aligning with the United Nations’ Sustainable Development Goals.
The event was a testament to the enduring ties of respect and understanding between Malaysia and Vietnam, as emphasised by the Malaysian Ambassador. In 2024, Malaysia welcomed over 336,000 visitors from Vietnam, and in the first half of 2025 alone, more than 168,000 travellers moved between the two countries. The increasing number of night flights offers greater travel flexibility and diverse tourism options.
The information was provided by the Malaysian Ambassador to Vietnam at a press conference on July 29. The ambassador emphasised Malaysia's multicultural heritage and its role in building enduring ties of respect and understanding with Vietnam. The event was seen as a heartfelt invitation for the Vietnamese public to explore Malaysia's heritage first-hand.
[1] Malaysia Madani Initiative: https://www.malaysia.gov.my/what-we-do/malaysia-madani [2] Madani Malaysia Week 2025: https://tourism.gov.my/madani-malaysia-week-2025 [3] Tourism Malaysia and Vietnam Airlines MoU: https://www.malaysiaairlines.com/my/en/news/press-releases/tourism-malaysia-and-vietnam-airlines-sign-memorandum-of-cooperation-to-strengthen-bilateral-tourism.html [4] Sustainable Development Goals: https://www.un.org/sustainabledevelopment/sustainable-development-goals/ [5] Visit Malaysia 2026: https://tourism.gov.my/visit-malaysia-2026
- The Madani Malaysia Week 2025, guided by the Malaysia Madani initiative, also showcased Malaysia's commitment to innovation in the music industry, featuring a series of ensemble performances fusing traditional and modern tones.
- To further promote cultural exchange, the event hosted educational seminars on the importance of preserving cultural heritage, particularly in the context of AI and technology integration.
- For those interested in lifestyle and fashion, a pop-up market featuring local artisans and designers showcased unique handicrafts, textiles, and accessories, offering a taste of Malaysian culture through food-and-drink pairings and travel itineraries.
- In addition to the food festival, the week also offered insightful conversations on the intersections of cultural travel and sustainable development, discussing ways to minimize environmental impact and promote responsible tourism practices.
- As the week drew to a close, attendees were encouraged to share their experiences and reflections on social media using the hashtag #MadaniMalaysiaWeek, inviting a broader audience to join the conversation and plan their own cultural travel itineraries to Malaysia.
