Introducing U.S. Pork to New Audiences in Malaysia

As the U.S. pork industry gains access in Malaysia, efforts are expanding to introduce and promote U.S. pork to consumers through the foodservice sector. While Malaysia is largely Muslim, an estimated 35% of its 34 million people are non-Muslim with a strong affinity for pork.

USMEF partnered with three restaurants in Kuala Lumpur for two very different types of promotions, both designed to raise awareness of and promote the high-quality attributes of U.S. pork. At two upscale Corks Out restaurants in Kuala Lumpur, USMEF conducted a traditional promotion in which premium cuts of pork were offered with an incentive of a free dessert, specially chosen to pair with the specific cut. The three featured cuts were the U.S. pork ribeye, the shoulder and tomahawk steak.

At Donkas Lab which caters to a younger demographic, USMEF supported the restaurant's seventh anniversary celebration through a digital-focused promotional campaign for U.S. pork. The promotion centered on producing and distributing short-form social media videos to promote three U.S. pork loin tonkatsu dishes and reinforce Donkas Lab's brand relevance among younger audiences. Donkas Lab also offered a digital voucher reward toward the purchase of the three U.S. tonkatsu dishes.

The promotions were made possible with support from the National Pork Board and USDA's Regional Agricultural Promotion Program.