Jaya Grocer, Tourism Malaysia launch ‘Malaysian Delights’ for VM2026
The curated retail space features more than 120 stock-keeping units (SKUs) from over 10 local brands, positioning itself as both a welcome point for arriving tourists and a final stop for departing visitors looking to bring local flavours home.
SEPANG - Jaya Grocer has launched a dedicated retail initiative at KLIA2 aimed at capturing the tourist market by transforming cult-favourite Malaysian restaurant dishes into retail-ready souvenirs.
Partnering with Tourism Malaysia, the supermarket chain introduced the "Malaysian Delights" concept to support the Visit Malaysia 2026 campaign, giving homegrown food brands a direct gateway to millions of international travellers.
The curated retail space features more than 120 stock-keeping units (SKUs) from over 10 local brands, positioning itself as both a welcome point for arriving tourists and a final stop for departing visitors looking to bring local flavours home.
A key driver of the initiative is a collaboration with Grab Signatures, which has allowed local entrepreneurs to commercialise their signature menu items into retail products.
To date, 27 exclusive items have been developed with prominent homegrown brands. Travellers can now purchase packaged versions of Village Park’s famous nasi lemak sambal, Inside Scoop ice cream, MyPizzaLab pizzas, KGB fries, Soi 55 tom yum paste, and Serai chicken marinade.
Jaya Grocer chief executive officer Daniel Teng said food serves as one of the most authentic expressions of Malaysian culture.
“Through Malaysian Delights, we hope to make it easier for customers and travellers to discover Malaysian flavours in one place, while supporting and showcasing the local brands behind them," he said.
The launch aligns with a strong rebound in tourism, with Malaysia recording 17.5 million tourist arrivals as of May 2026.
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