GITNUXREPORT 2026

Malaysia F&B Industry Statistics

Malaysia's F&B industry is growing robustly, driven by consumer trends and digital adoption.

Gitnux Team

Expert team of market researchers and data analysts.

First published: Feb 13, 2026

Our Commitment to Accuracy

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Statistic 1

68% of Malaysian consumers aged 18-34 dine out at least twice weekly in 2023 surveys.

Statistic 2

45% of Malaysians prefer halal-certified F&B products, up from 38% in 2021.

Statistic 3

Online food ordering via apps rose to 52% among urban consumers in 2023.

Statistic 4

72% of consumers seek sustainable packaging in F&B purchases in 2023.

Statistic 5

Health-conscious eating drove 55% of consumers to choose low-sugar beverages in 2023.

Statistic 6

61% of millennials in Malaysia prioritize plant-based options in F&B menus.

Statistic 7

Average monthly F&B spend per household was RM 850 in urban areas 2023.

Statistic 8

78% of consumers influenced by social media reviews for F&B choices in 2023.

Statistic 9

Preference for local cuisine rose to 65% among tourists in Malaysia F&B 2023.

Statistic 10

49% of consumers avoid plastic-packaged F&B due to environmental concerns 2023.

Statistic 11

Delivery preference over dine-in was 58% post-pandemic in 2023 surveys.

Statistic 12

73% of Gen Z seek vegan options in F&B outlets regularly in 2023.

Statistic 13

Impulse buying in convenience stores for F&B was 42% of sales 2023.

Statistic 14

56% consumers willing to pay 10% premium for organic F&B products 2023.

Statistic 15

Coffee consumption per capita reached 2.5 cups daily among urban Malaysians 2023.

Statistic 16

64% prefer contactless payments in F&B settings in 2023.

Statistic 17

Family dining occasions accounted for 38% of F&B visits in 2023.

Statistic 18

51% consumers check nutritional info before F&B purchase 2023.

Statistic 19

Tea consumption preference over coffee was 55% in rural areas 2023.

Statistic 20

67% influenced by promotions in F&B spending decisions 2023.

Statistic 21

Solo dining trend up 29% to 22% of total F&B visits in 2023.

Statistic 22

74% prioritize hygiene ratings in F&B choices post-COVID 2023.

Statistic 23

Street food preference among youth was 48% in 2023 surveys.

Statistic 24

59% consumers experiment with fusion cuisines annually 2023.

Statistic 25

Loyalty program participation in F&B at 63% of diners 2023.

Statistic 26

70% avoid F&B with artificial additives based on labels 2023.

Statistic 27

Weekend brunch trend saw 41% participation rise in 2023.

Statistic 28

Alcohol-free socializing in F&B up 35% among under-25s 2023.

Statistic 29

62% prefer customizable F&B orders via apps 2023.

Statistic 30

F&B industry employed 1.8 million workers in Malaysia as of 2023.

Statistic 31

QSR segment accounted for 450,000 jobs in F&B 2023.

Statistic 32

Average wage in F&B sector was RM 2,200 monthly in 2023.

Statistic 33

28% of F&B workforce were women in managerial roles 2023.

Statistic 34

Training programs reached 150,000 F&B workers in 2023.

Statistic 35

Turnover rate in F&B outlets averaged 35% annually 2023.

Statistic 36

520,000 informal F&B jobs like street vending in 2023.

Statistic 37

Cloud kitchens created 12,000 new jobs in 2023.

Statistic 38

Hotel F&B departments employed 180,000 staff 2023.

Statistic 39

Foreign workers in F&B numbered 250,000 in 2023.

Statistic 40

Average outlet staffing was 25 employees per full-service restaurant 2023.

Statistic 41

15% rise in F&B apprenticeships to 45,000 in 2023.

Statistic 42

Part-time jobs in cafes reached 120,000 positions 2023.

Statistic 43

Skill gaps in digital operations affected 40% of F&B managers 2023.

Statistic 44

2.1 million total F&B jobs including supply chain 2023.

Statistic 45

Youth employment in F&B under-25s was 320,000 in 2023.

Statistic 46

Automation reduced 8% manual jobs in QSRs 2023.

Statistic 47

Chefs certified numbered 65,000 in Malaysia F&B 2023.

Statistic 48

Delivery riders employed by platforms hit 100,000 2023.

Statistic 49

F&B operational costs rose 11% due to labor in 2023.

Statistic 50

Sustainability training covered 30% of F&B staff 2023.

Statistic 51

Night shift workers in F&B totaled 400,000 2023.

Statistic 52

Halal certification handlers 1.2 million in F&B 2023.

Statistic 53

Plant-based cooking specialists grew to 20,000 jobs 2023.

Statistic 54

F&B waste management roles increased 22% to 15,000 2023.

Statistic 55

Digital marketing staff in F&B chains 8,500 in 2023.

Statistic 56

The Malaysian F&B market was valued at USD 25.6 billion in 2023, with a projected CAGR of 6.8% from 2024 to 2028 driven by urbanization and rising disposable incomes.

Statistic 57

Foodservice sector in Malaysia grew by 7.2% YoY in 2023, reaching RM 52.4 billion in revenue amid post-pandemic recovery.

Statistic 58

Malaysia's quick-service restaurant (QSR) segment expanded to 18% of total F&B market share in 2023, up from 15% in 2021.

Statistic 59

The overall F&B industry in Malaysia recorded a 4.5% growth rate in 2022, with total sales hitting RM 120 billion.

Statistic 60

Beverage market in Malaysia surged 9.1% in 2023 to USD 4.2 billion, led by non-alcoholic drinks.

Statistic 61

Malaysia's F&B e-commerce sales grew 22% YoY in 2023, accounting for 12% of total sector revenue.

Statistic 62

The halal F&B segment in Malaysia reached USD 18 billion in 2023, representing 70% of the market.

Statistic 63

Full-service restaurants in Malaysia saw 5.8% market expansion in 2023, valued at RM 28 billion.

Statistic 64

Malaysia's street food vending contributed RM 15 billion to F&B GDP in 2023, with 1.2 million vendors.

Statistic 65

Cafe and coffee shop segment grew 11.3% in 2023 to RM 8.5 billion due to premiumization trends.

Statistic 66

Packaged food market in Malaysia hit USD 10.3 billion in 2023, with 4.2% CAGR projected.

Statistic 67

Alcoholic beverages market declined 2.1% in 2023 to USD 1.8 billion due to regulatory pressures.

Statistic 68

Malaysia F&B exports reached USD 5.1 billion in 2023, up 8% from prior year.

Statistic 69

Cloud kitchen market in Malaysia expanded to RM 2.4 billion in 2023, 25% growth.

Statistic 70

Organic food segment grew 15% YoY to RM 1.2 billion in Malaysian F&B in 2023.

Statistic 71

Hotel F&B revenue in Malaysia rebounded 12% in 2023 to RM 6.8 billion post-COVID.

Statistic 72

Convenience store F&B sales rose 10.5% to RM 4.1 billion in 2023.

Statistic 73

Plant-based F&B products market reached RM 900 million in 2023, 18% growth.

Statistic 74

Supermarket F&B share was 35% of total retail F&B sales in Malaysia 2023.

Statistic 75

F&B delivery platforms captured 15% market share in 2023, valued at RM 7.2 billion.

Statistic 76

Frozen food market in Malaysia grew 7.8% to USD 2.1 billion in 2023.

Statistic 77

Bakery products segment valued at RM 5.6 billion in 2023, 6% YoY growth.

Statistic 78

Seafood F&B consumption market hit RM 12 billion in 2023.

Statistic 79

Snack food market expanded 8.4% to RM 3.8 billion in Malaysia 2023.

Statistic 80

Ready-to-eat meals segment reached RM 2.9 billion, 14% growth in 2023.

Statistic 81

Energy drinks market in Malaysia was USD 450 million in 2023, up 12%.

Statistic 82

Dairy products F&B sales totaled RM 4.5 billion in 2023.

Statistic 83

Confectionery market valued at RM 2.2 billion, 5.5% growth in 2023.

Statistic 84

Soft drinks market share was 42% of non-alcoholic beverages in 2023.

Statistic 85

Meal kit delivery services grew 28% to RM 500 million in Malaysia 2023.

Statistic 86

RM 1.2 billion in F&B revenue from QSR chains like KFC in 2023.

Statistic 87

McDonald's Malaysia generated RM 950 million sales in 2023.

Statistic 88

Food delivery platforms like GrabFood reported RM 4.8 billion GMV 2023.

Statistic 89

Starbucks Malaysia outlets averaged RM 15 million revenue per store 2023.

Statistic 90

Local chain OldTown White Coffee earned RM 1.1 billion in 2023.

Statistic 91

Hotel F&B departments contributed 22% to total hotel revenue RM 12 billion 2023.

Statistic 92

Beverage sales in supermarkets generated RM 18 billion in 2023.

Statistic 93

Packaged snacks revenue hit RM 2.5 billion for major brands 2023.

Statistic 94

Nestle Malaysia F&B division sales RM 8.4 billion 2023.

Statistic 95

Fraser & Neave beverages revenue RM 3.2 billion in Malaysia 2023.

Statistic 96

Revenue from halal exports F&B USD 2.1 billion in 2023.

Statistic 97

Average F&B outlet profitability margin was 12.5% in 2023.

Statistic 98

E-commerce F&B sales revenue grew to RM 9.6 billion 2023.

Statistic 99

Street vendors collective revenue estimated RM 16 billion 2023.

Statistic 100

Cafe segment average revenue per outlet RM 2.8 million 2023.

Statistic 101

Fine dining restaurants revenue totaled RM 4.2 billion 2023.

Statistic 102

Profit from cloud kitchens averaged 18% margin RM 450 million total 2023.

Statistic 103

Coca-Cola Malaysia sales revenue RM 1.9 billion 2023.

Statistic 104

Bakery chains like BreadTalk revenue RM 750 million 2023.

Statistic 105

Seafood restaurant sales RM 8.9 billion across Malaysia 2023.

Statistic 106

Fast-casual chains revenue up 14% to RM 6.3 billion 2023.

Statistic 107

Retail F&B revenue in hypermarkets RM 25 billion 2023.

Statistic 108

Alcoholic beverage retail sales RM 2.4 billion 2023.

Statistic 109

Organic F&B product sales revenue RM 1.5 billion 2023.

Statistic 110

Meal voucher redemptions contributed RM 1.8 billion F&B revenue 2023.

Statistic 111

Pet food F&B niche revenue RM 800 million 2023.

Statistic 112

Plant-based product launches up 45% in F&B 2023.

Statistic 113

AI-driven menu personalization adopted by 35% QSRs 2023.

Statistic 114

Zero-waste kitchens implemented in 18% fine dining outlets 2023.

Statistic 115

Contactless tech in 72% F&B payments nationwide 2023.

Statistic 116

Ghost kitchens proliferated 40% growth to 2,500 units 2023.

Statistic 117

NFT loyalty programs trialed by 12 major F&B brands 2023.

Statistic 118

Lab-grown meat pilots in 5 Malaysian F&B labs 2023.

Statistic 119

AR menu experiences in 25% upscale restaurants 2023.

Statistic 120

Subscription meal boxes grew 32% subscriber base 2023.

Statistic 121

Blockchain traceability in halal supply chain 28% adoption 2023.

Statistic 122

Vertical farming supplied 15% urban F&B greens 2023.

Statistic 123

Voice ordering AI used in 40% drive-thrus 2023.

Statistic 124

Upcycled food ingredients in 22% new products 2023.

Statistic 125

Metaverse F&B events hosted by 10 chains 2023.

Statistic 126

Robotic servers deployed in 150 outlets 2023.

Statistic 127

Fermented foods trend boosted sales 25% in 2023.

Statistic 128

Personalized nutrition apps integrated by 19% cafes 2023.

Statistic 129

Eco-friendly disposables used by 55% outlets 2023.

Statistic 130

Hyper-local sourcing in 37% farm-to-table restaurants 2023.

Statistic 131

Drone food delivery trials in 3 cities 2023.

Statistic 132

Functional beverages with adaptogens up 50% launches 2023.

Statistic 133

Gamified loyalty apps in 45% chains 2023.

Statistic 134

3D-printed desserts in 8 premium outlets 2023.

1/134

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Fueled by a booming digital transformation and an insatiable craving for culinary innovation, Malaysia's F&B industry is serving up a dynamic platter of growth, projected to surge from its USD 25.6 billion valuation in 2023 at a remarkable 6.8% annual rate.

Key Takeaways

The Malaysian F&B market was valued at USD 25.6 billion in 2023, with a projected CAGR of 6.8% from 2024 to 2028 driven by urbanization and rising disposable incomes.
Foodservice sector in Malaysia grew by 7.2% YoY in 2023, reaching RM 52.4 billion in revenue amid post-pandemic recovery.
Malaysia's quick-service restaurant (QSR) segment expanded to 18% of total F&B market share in 2023, up from 15% in 2021.
68% of Malaysian consumers aged 18-34 dine out at least twice weekly in 2023 surveys.
45% of Malaysians prefer halal-certified F&B products, up from 38% in 2021.
Online food ordering via apps rose to 52% among urban consumers in 2023.
RM 1.2 billion in F&B revenue from QSR chains like KFC in 2023.
McDonald's Malaysia generated RM 950 million sales in 2023.
Food delivery platforms like GrabFood reported RM 4.8 billion GMV 2023.
F&B industry employed 1.8 million workers in Malaysia as of 2023.
QSR segment accounted for 450,000 jobs in F&B 2023.
Average wage in F&B sector was RM 2,200 monthly in 2023.
Plant-based product launches up 45% in F&B 2023.
AI-driven menu personalization adopted by 35% QSRs 2023.
Zero-waste kitchens implemented in 18% fine dining outlets 2023.

Malaysia's F&B industry is growing robustly, driven by consumer trends and digital adoption.

Consumer Behavior

68% of Malaysian consumers aged 18-34 dine out at least twice weekly in 2023 surveys.
45% of Malaysians prefer halal-certified F&B products, up from 38% in 2021.
Online food ordering via apps rose to 52% among urban consumers in 2023.
72% of consumers seek sustainable packaging in F&B purchases in 2023.
Health-conscious eating drove 55% of consumers to choose low-sugar beverages in 2023.
61% of millennials in Malaysia prioritize plant-based options in F&B menus.
Average monthly F&B spend per household was RM 850 in urban areas 2023.
78% of consumers influenced by social media reviews for F&B choices in 2023.
Preference for local cuisine rose to 65% among tourists in Malaysia F&B 2023.
49% of consumers avoid plastic-packaged F&B due to environmental concerns 2023.
Delivery preference over dine-in was 58% post-pandemic in 2023 surveys.
73% of Gen Z seek vegan options in F&B outlets regularly in 2023.
Impulse buying in convenience stores for F&B was 42% of sales 2023.
56% consumers willing to pay 10% premium for organic F&B products 2023.
Coffee consumption per capita reached 2.5 cups daily among urban Malaysians 2023.
64% prefer contactless payments in F&B settings in 2023.
Family dining occasions accounted for 38% of F&B visits in 2023.
51% consumers check nutritional info before F&B purchase 2023.
Tea consumption preference over coffee was 55% in rural areas 2023.
67% influenced by promotions in F&B spending decisions 2023.
Solo dining trend up 29% to 22% of total F&B visits in 2023.
74% prioritize hygiene ratings in F&B choices post-COVID 2023.
Street food preference among youth was 48% in 2023 surveys.
59% consumers experiment with fusion cuisines annually 2023.
Loyalty program participation in F&B at 63% of diners 2023.
70% avoid F&B with artificial additives based on labels 2023.
Weekend brunch trend saw 41% participation rise in 2023.
Alcohol-free socializing in F&B up 35% among under-25s 2023.
62% prefer customizable F&B orders via apps 2023.

Consumer Behavior Interpretation

The modern Malaysian diner is a walking contradiction: fueled by caffeine and street food on a modest budget, yet ethically coaxed by social media into demanding sustainable, halal, and plant-based meals they order online with a side of nutritional info and a contactless payment, all while planning their next fusion cuisine experiment.

Employment & Operations

F&B industry employed 1.8 million workers in Malaysia as of 2023.
QSR segment accounted for 450,000 jobs in F&B 2023.
Average wage in F&B sector was RM 2,200 monthly in 2023.
28% of F&B workforce were women in managerial roles 2023.
Training programs reached 150,000 F&B workers in 2023.
Turnover rate in F&B outlets averaged 35% annually 2023.
520,000 informal F&B jobs like street vending in 2023.
Cloud kitchens created 12,000 new jobs in 2023.
Hotel F&B departments employed 180,000 staff 2023.
Foreign workers in F&B numbered 250,000 in 2023.
Average outlet staffing was 25 employees per full-service restaurant 2023.
15% rise in F&B apprenticeships to 45,000 in 2023.
Part-time jobs in cafes reached 120,000 positions 2023.
Skill gaps in digital operations affected 40% of F&B managers 2023.
2.1 million total F&B jobs including supply chain 2023.
Youth employment in F&B under-25s was 320,000 in 2023.
Automation reduced 8% manual jobs in QSRs 2023.
Chefs certified numbered 65,000 in Malaysia F&B 2023.
Delivery riders employed by platforms hit 100,000 2023.
F&B operational costs rose 11% due to labor in 2023.
Sustainability training covered 30% of F&B staff 2023.
Night shift workers in F&B totaled 400,000 2023.
Halal certification handlers 1.2 million in F&B 2023.
Plant-based cooking specialists grew to 20,000 jobs 2023.
F&B waste management roles increased 22% to 15,000 2023.
Digital marketing staff in F&B chains 8,500 in 2023.

Employment & Operations Interpretation

While the Malaysian F&B industry heroically fuels 2.1 million stomachs and livelihoods, its own plate is a chaotic, high-turnover buffet of razor-thin wages, a relentless scramble for skilled managers, and a quiet revolution where delivery riders and cloud kitchens are elbowing for space next to the satay man.

Market Size & Growth

The Malaysian F&B market was valued at USD 25.6 billion in 2023, with a projected CAGR of 6.8% from 2024 to 2028 driven by urbanization and rising disposable incomes.
Foodservice sector in Malaysia grew by 7.2% YoY in 2023, reaching RM 52.4 billion in revenue amid post-pandemic recovery.
Malaysia's quick-service restaurant (QSR) segment expanded to 18% of total F&B market share in 2023, up from 15% in 2021.
The overall F&B industry in Malaysia recorded a 4.5% growth rate in 2022, with total sales hitting RM 120 billion.
Beverage market in Malaysia surged 9.1% in 2023 to USD 4.2 billion, led by non-alcoholic drinks.
Malaysia's F&B e-commerce sales grew 22% YoY in 2023, accounting for 12% of total sector revenue.
The halal F&B segment in Malaysia reached USD 18 billion in 2023, representing 70% of the market.
Full-service restaurants in Malaysia saw 5.8% market expansion in 2023, valued at RM 28 billion.
Malaysia's street food vending contributed RM 15 billion to F&B GDP in 2023, with 1.2 million vendors.
Cafe and coffee shop segment grew 11.3% in 2023 to RM 8.5 billion due to premiumization trends.
Packaged food market in Malaysia hit USD 10.3 billion in 2023, with 4.2% CAGR projected.
Alcoholic beverages market declined 2.1% in 2023 to USD 1.8 billion due to regulatory pressures.
Malaysia F&B exports reached USD 5.1 billion in 2023, up 8% from prior year.
Cloud kitchen market in Malaysia expanded to RM 2.4 billion in 2023, 25% growth.
Organic food segment grew 15% YoY to RM 1.2 billion in Malaysian F&B in 2023.
Hotel F&B revenue in Malaysia rebounded 12% in 2023 to RM 6.8 billion post-COVID.
Convenience store F&B sales rose 10.5% to RM 4.1 billion in 2023.
Plant-based F&B products market reached RM 900 million in 2023, 18% growth.
Supermarket F&B share was 35% of total retail F&B sales in Malaysia 2023.
F&B delivery platforms captured 15% market share in 2023, valued at RM 7.2 billion.
Frozen food market in Malaysia grew 7.8% to USD 2.1 billion in 2023.
Bakery products segment valued at RM 5.6 billion in 2023, 6% YoY growth.
Seafood F&B consumption market hit RM 12 billion in 2023.
Snack food market expanded 8.4% to RM 3.8 billion in Malaysia 2023.
Ready-to-eat meals segment reached RM 2.9 billion, 14% growth in 2023.
Energy drinks market in Malaysia was USD 450 million in 2023, up 12%.
Dairy products F&B sales totaled RM 4.5 billion in 2023.
Confectionery market valued at RM 2.2 billion, 5.5% growth in 2023.
Soft drinks market share was 42% of non-alcoholic beverages in 2023.
Meal kit delivery services grew 28% to RM 500 million in Malaysia 2023.

Market Size & Growth Interpretation

Despite a sobering dip in the booze market, Malaysia's F&B industry is a voracious, tech-savvy beast, feasting on a post-pandemic recovery where even street food vendors and cloud kitchens are cashing in on the nation's cravings for convenience, premium coffee, and certified halal meals, all delivered with a side of explosive e-commerce growth.

Revenue & Financials

RM 1.2 billion in F&B revenue from QSR chains like KFC in 2023.
McDonald's Malaysia generated RM 950 million sales in 2023.
Food delivery platforms like GrabFood reported RM 4.8 billion GMV 2023.
Starbucks Malaysia outlets averaged RM 15 million revenue per store 2023.
Local chain OldTown White Coffee earned RM 1.1 billion in 2023.
Hotel F&B departments contributed 22% to total hotel revenue RM 12 billion 2023.
Beverage sales in supermarkets generated RM 18 billion in 2023.
Packaged snacks revenue hit RM 2.5 billion for major brands 2023.
Nestle Malaysia F&B division sales RM 8.4 billion 2023.
Fraser & Neave beverages revenue RM 3.2 billion in Malaysia 2023.
Revenue from halal exports F&B USD 2.1 billion in 2023.
Average F&B outlet profitability margin was 12.5% in 2023.
E-commerce F&B sales revenue grew to RM 9.6 billion 2023.
Street vendors collective revenue estimated RM 16 billion 2023.
Cafe segment average revenue per outlet RM 2.8 million 2023.
Fine dining restaurants revenue totaled RM 4.2 billion 2023.
Profit from cloud kitchens averaged 18% margin RM 450 million total 2023.
Coca-Cola Malaysia sales revenue RM 1.9 billion 2023.
Bakery chains like BreadTalk revenue RM 750 million 2023.
Seafood restaurant sales RM 8.9 billion across Malaysia 2023.
Fast-casual chains revenue up 14% to RM 6.3 billion 2023.
Retail F&B revenue in hypermarkets RM 25 billion 2023.
Alcoholic beverage retail sales RM 2.4 billion 2023.
Organic F&B product sales revenue RM 1.5 billion 2023.
Meal voucher redemptions contributed RM 1.8 billion F&B revenue 2023.
Pet food F&B niche revenue RM 800 million 2023.

Revenue & Financials Interpretation

In Malaysia's fiercely competitive F&B scene, the numbers tell a deliciously chaotic story: from the staggering RM 4.8 billion spent on food delivery and the humble RM 16 billion street vendor haul, right down to the RM 800 million we spend spoiling our pets, it's clear that whether it's sipped, grabbed, or savored, the nation's true appetite is for relentless, multi-billion ringgit consumption.

Trends & Innovations

Plant-based product launches up 45% in F&B 2023.
AI-driven menu personalization adopted by 35% QSRs 2023.
Zero-waste kitchens implemented in 18% fine dining outlets 2023.
Contactless tech in 72% F&B payments nationwide 2023.
Ghost kitchens proliferated 40% growth to 2,500 units 2023.
NFT loyalty programs trialed by 12 major F&B brands 2023.
Lab-grown meat pilots in 5 Malaysian F&B labs 2023.
AR menu experiences in 25% upscale restaurants 2023.
Subscription meal boxes grew 32% subscriber base 2023.
Blockchain traceability in halal supply chain 28% adoption 2023.
Vertical farming supplied 15% urban F&B greens 2023.
Voice ordering AI used in 40% drive-thrus 2023.
Upcycled food ingredients in 22% new products 2023.
Metaverse F&B events hosted by 10 chains 2023.
Robotic servers deployed in 150 outlets 2023.
Fermented foods trend boosted sales 25% in 2023.
Personalized nutrition apps integrated by 19% cafes 2023.
Eco-friendly disposables used by 55% outlets 2023.
Hyper-local sourcing in 37% farm-to-table restaurants 2023.
Drone food delivery trials in 3 cities 2023.
Functional beverages with adaptogens up 50% launches 2023.
Gamified loyalty apps in 45% chains 2023.
3D-printed desserts in 8 premium outlets 2023.

Trends & Innovations Interpretation

The Malaysian food scene spent 2023 cooking up a curious new normal, where ordering a plant-based burger via a gamified app from a ghost kitchen, paid for with contactless tech, felt less like science fiction and more like simply deciding what's for dinner.

Sources & References

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