EXPLORING GEN Z’S AWARENESS OF KUIH KELAMAI IN GOPENG: A QUALITATIVE STUDY
DOI:
https://doi.org/10.55197/qjssh.v7si5.1744Keywords:
Kuih Kelamai, traditional food, culinary heritage, Generation Z, food awareness, cultural continuityAbstract
This exploratory study investigates the awareness, consumption barriers, and cultural perceptions of Kuih Kelamai, a traditional Rawa Malay delicacy, among Generation Z in Gopeng, Perak. Employing a qualitative research design, semi-structured interviews were conducted with 15 Generation Z participants aged between 19 and 23 years (n=15) to explore their familiarity, consumption experiences, and attitudes towards this traditional food. The thematic findings reveal that limited physical market availability and minimal digital exposure significantly reduce awareness and consumption opportunities among younger generations, with encounters largely restricted to festive seasons and cultural occasions. Despite these limitations, participants demonstrated strong appreciation for the cultural authenticity, artisanal craftsmanship, and distinctive bamboo-cooking preparation associated with Kuih Kelamai. However, accessibility challenges, insufficient promotional activities, and the absence of effective digital marketing strategies continue to discourage regular consumption. Furthermore, participants exhibited nuanced price sensitivity, expressing willingness to pay premium prices for authentic traditional products when supported by convenient purchasing options and improved accessibility through modern retail outlets and digital platforms. The study highlights the importance of integrating traditional culinary preservation with contemporary marketing approaches to strengthen youth engagement, enhance product visibility, encourage sustainable consumption, and ensure the continuity of Rawa Malay culinary heritage among future generations.
References
[1] Albayrak, M., Gunes, E. (2010): Traditional foods: Interaction between local and global foods in Turkey. – African Journal of Business Management 4(4): 555-561.
[2] Alvi, F.H., Alvi, D.A., Rajput, S. (2025): Authenticity vs. adaptation: Consumer preferences for traditional vs. modernized dishes. – INSPIRA-Journal of Modern Management and Entrepreneurship 15(3): 112-124.
[3] Andari, T.S., Simbolon, F.P. (2024): Short video marketing and Gen Z's purchase intention: The role of brand attitude on TikTok. – Journal of Social and Economics Research 6(2): 1215-1229.
[4] Arifin, A., Latip, M.S.A., Sulong, S.N., Ismail, S.N., Radhi, M.N.M. (2026): Community intentions to learn traditional delicacies (kuih) for the preservation of intangible cultural heritage in Malaysia. – Discover Food 6(1): 20p.
[5] Arsil, P., Eddy Sularso, K., Mulyani, A. (2018): Factors influencing consumer preferences for locally produced food: A comparison between traditional and modern markets. – International Journal of Engineering and Technology 7(3.30): 535-538.
[6] Aybek, G., Ülker, P., Ülker, M., Parlak Biçer, Z.Ö. (2026): Too much time to seek, too little to risk: A socioemotional selectivity perspective on generational differences in ethnic restaurant intentions. – British Food Journal 128(2): 669-691.
[7] Barhate, B., Dirani, K.M. (2022): Career aspirations of generation Z: A systematic literature review. – European Journal of Training and Development 46(1/2): 139-157.
[8] Braun, V., Clarke, V. (2021): Thematic analysis: A practical guide. – SAGE Publications, London 376p.
[9] Dimock, M. (2019): Defining generations: Where Millennials end and Generation Z begins. – Pew Research Center, Washington, D.C. 8p.
[10] Etikan, I., Musa, S.A., Alkassim, R.S. (2016): Comparison of convenience sampling and purposive sampling. – American Journal of Theoretical and Applied Statistics 5(1): 1-4.
[11] Ghosh, S., Meyer-Rochow, V.B., Jung, C. (2023): Embracing tradition: The vital role of traditional foods in achieving nutrition security. – Foods 12(23): 6p.
[12] Guest, G., Bunce, A., Johnson, L. (2006): How many interviews are enough? An experiment with data saturation and variability. – Field Methods 18(1): 59-82.
[13] Gutierrez, L., Sabbagh, M. (2026): Traditional foods, rural heritage, and market resilience. – Foods 15(12): 15p.
[14] Ismail, N.A.B. (2020): A comparison of how two homestays (Kampong Beng Homestay and Gopeng Homestay) safeguard traditional Malay food (TMF) as a means of promoting cultural-based food tourism in Perak, Malaysia. – Newcastle University, Newcastle upon Tyne 300p.
[15] Kamaruzaman, M.Y.B., Ab Karim, S., Ishak, F.A.B.C., Arshad, M.M.B. (2020): The diversity of traditional Malay kuih in Malaysia and its potentials. – Journal of Ethnic Foods 7(1): 11p.
[16] Kamaruzaman, M.Y., Ab Karim, S., Che Ishak, F.A., Arshad, M.M. (2022): A pilot study on the practice of preserving authenticity in traditional Malay kuih among producers in Klang Valley. – International Journal of Academic Research in Business and Social Sciences 12(12): 2627-2644.
[17] Kurniadi, W. (2025): The role of distribution channels in improving marketing performance and customer satisfaction. – Greenation Management and Business Review 2(1): 22-27.
[18] Larson, R.B., Schultz, N.B. (2026): Tracking changes in restaurant price sensitivity. – Journal of Applied Business and Economics 28(3): 45-58.
[19] Lin, F.Y. (2024): Comfort food for Generation Z: A case study in Taiwan. – Journal of Ethnic Foods 11: 13p.
[20] Lopes, L. (2026): Knowledge in transformation: Traditional culinary practices and intergenerational changes in food culture. – Seven Editora 11p.
[21] Makowska, M., Boguszewski, R., Hrehorowicz, A. (2024): Generational differences in food choices and consumer behaviors in the context of sustainable development. – Foods 13(4): 17p.
[22] Mohd Fisol, N.N.M., Mashuri, M.A., Abu Bakar, A.R., Bibit, N.S., Md. Nor, N. (2026): Culinary heritage and youth: Malay traditional food losing relevance among Gen Z? – Journal of Tourism, Hospitality and Environment Management 11(43): 559-576.
[23] Nor, N.M., Sharif, M.S.M., Zahari, M.S.M., Salleh, H.M., Isha, N., Muhammad, R. (2012): The transmission modes of Malay traditional food knowledge within generations. – Procedia-Social and Behavioral Sciences 50: 79-88.
[24] Nyah, P. (2026): Preservation and intergenerational transmission of indigenous food knowledge and recipe traditions. – African Journal of Culture, History, Religion and Traditions 9(1): 1-22.
[25] Pradhan, R., Vashisht, S. (2025): Bridging generational knowledge gaps: Transmitting traditional food wisdom to younger generation. – International Journal of Home Science 11(2): 114-117.
[26] Prinyawiwatkul, W. (2020): Relationships between emotion, acceptance, food choice, and consumption: Some new perspectives. – Foods 9(11): 4p.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 AYUNI ATIRAH MOHD AZMI, MOHAMAD AIMAN KULA @ SALLEH, MOHAMAD AZLI RAZALI, NURSYAZANA YILDIRIM, KHAIRUL HIDAYAT REZO, ANIDA ISMAIL, ASMADI MOHAMMED GHAZALI
This work is licensed under a Creative Commons Attribution 4.0 International License.
