Madani Festival: A heartfelt invitation to experience the spirit of Malaysia
WVR - On July 29, the Embassy of Malaysia in Vietnam held a press conference to introduce the upcoming 'Malaysia Madani: Tourism, Food, Arts & Culture Fest 2025', a major cultural event organized in collaboration with Tourism Malaysia.
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| Malaysian Ambassador to Vietnam Dato' Tan Yang Thai speaks at the press conference on July 29. (Photo: PH) |
Speaking at the event, Malaysian Ambassador to Vietnam Dato’ Tan Yang Thai emphasized that this festival is more than a cultural showcase - it is a heartfelt invitation to experience the spirit of Malaysia through its rich traditions, diverse culinary delights and vibrant cultural expressions.
“Through these shared experiences, we hope to strengthen the deep-rooted friendship between Malaysia and Vietnam,” said Ambassador Dato’ Tan Yang Thai.
He highlighted Malaysia’s multicultural harmony, where Malay, Chinese, Indian, and indigenous communities live together in peace and mutual respect. This diversity, he noted, finds resonance in Vietnam, forming the foundation of a strong bilateral relationship built on shared values of respect and understanding.
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| A traditional Malaysian dance performance at the press conference. (Photo: PH) |
At the core of this celebration is the Malaysia Madani concept, an initiative by Prime Minister Anwar Ibrahim that promotes sustainability, compassion, and mutual trust. According to Ambassador Dato’ Tan Yang Thai, the festival also aims to deepen bilateral cooperation in the areas of tourism, culture, education and trade.
Over the past year, Malaysia welcomed over 336,000 Vietnamese visitors. In the first half of 2025, more than 168.000 travelers journeyed between the two countries - figures that speak volumes about the growing ties, curiosity, and goodwill between the peoples of Malaysia and Vietnam.
Connectivity between the two nations has also improved significantly. As of March 2025, there are 167 direct weekly flights, including an increasing number of overnight services, offering greater convenience and flexibility for travelers and tour operators alike.
Ambassador Dato’ Tan Yang Thai outlined the key activities of the Malaysia Madani Fest:
From 30 July to 3 August, the Selera Malaysia Food Fest at Sheraton Hanoi will feature a diverse menu representing Malaysia’s multicultural flavors—from Malay, Chinese, Indian, to indigenous cuisines—accompanied by traditional music and dance performances.
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| Malaysian dancers pose for a photo with journalists at the press conference. (Photo: PH) |
On 1 August, the Malaysia-Vietnam Business Forum, hosted by the Ministry of Investment, Trade and Industry, will bring together strategic partners from both countries to explore new areas of cooperation.
Also on 1 August, a cooperation agreement between Tourism Malaysia and Vietnam Airlines will be signed to enhance travel convenience and bilateral connectivity.
That evening, the Visit Malaysia 2026 campaign will be officially launched at a Gala Dinner hosted by Malaysia’s Minister of Tourism, Arts and Culture, Dato’ Seri Tiong King Sing.
On 2 August, Tourism Malaysia, in partnership with Education Malaysia, will organize a seminar to introduce the Visit Malaysia 2026 campaign and explore potential collaboration in the fields of tourism and education. The campaign aims to welcome 26 million international visitors in 2026.
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| From 30 July to 3 August, the Selera Malaysia Food Fest at Sheraton Hanoi will feature a diverse menu representing Malaysia’s multicultural flavors. (Photo: Malaysia's embassy) |
From 2-3 August, public festival activities will take place at Aeon Mall Long Bien, where visitors can enjoy traditional performances, cultural showcases, and interactive experiences. The opening ceremony will be officiated by Minister Tiong.
“As we celebrate Vietnam’s 30th anniversary as a member of ASEAN, and with Malaysia assuming the ASEAN Chairmanship this year, let us be reminded that beyond the figures and formalities, it is our shared experiences, mutual understanding, and friendships that truly matter,” Ambassador Dato’ Tan Yang Thai concluded.
During the press briefing, Ambassador Dato' Tan Yang Thai highlighted that fruits - especially durians and other tropical varieties—are a source of great national pride for Malaysia. Varieties such as Musang King have gained international recognition, thanks to early and effective promotional efforts, particularly in China. The durian industry is thriving and now contributes to several regional economies, including Vietnam.
The Ambassador noted: “Southern Vietnamese cuisine is quite similar to Malaysian food—with its bold and spicy flavors. Northern Vietnamese cuisine is a little different, but still very tasty. I hope this festival will spark curiosity and eventually lead to the opening of more Malaysian restaurants and fast-food chains in Hanoi and Ho Chi Minh City.”
According to Ambassador Dato' Tan Yang Thai, Malaysia is pursuing open and flexible tourism policies, including visa-free entry for up to 30 days for ASEAN citizens, including Vietnamese. These measures simplify travel procedures, reduce costs, and enhance accessibility.
Malaysia also supports regional tourism initiatives such as the “Six Countries, One Destination” program, in partnership with Thailand, Vietnam, Laos, Cambodia, and Myanmar. The Malaysia My Second Home (MM2H) program has also attracted growing interest from Vietnamese nationals, particularly professionals seeking long-term stays or retirement options.
Other major tourism campaigns, such as Visit Malaysia Year and the Malaysia Mega Sale, are being actively promoted. Ambassador Tan further shared that Malaysia is investing in educational tourism and medical tourism-sectors that offer authentic and meaningful experiences. The country's advanced healthcare system has made it an increasingly popular destination for international patients.
