LETTER | Malaysia is known as the heart of Asia’s food culture - a convergence of many diverse cultures that makes us the centre of a food nation.

But, the third largest Southeast Asian economy is also the fattest and the “sweetest” in Asia where one in two Malaysians are overweight and obese.

No doubt, Malaysians love to eat - with countless eateries serving food all day, 24 hours of Mamak restaurants everywhere. At the heart of the issue are cultural traditions deeply entwined with sugary foods.

While campaigns like “Kurang Manis” and “Kurang Gula, Kurang Harga”, along with efforts to reduce sugar content in drinks served at government events by 50 percent, have made strides in promoting healthier eating, these initiatives have not yet led to a significant behavioural shift.

This is because food in Malaysia is not just sustenance; it is symbolic – from family gatherings to festivities, sugary foods like teh tarik and kuih are part of the social fabric.

The National Health and Morbidity Survey (NHMS) 2023 paints a concerning picture of Malaysia’s health landscape, revealing that over half of the population is overweight or obese. The survey also found 15.6 percent or one in six Malaysians are diabetic.

These numbers indicate a sharp rise from 2011 and signal an urgent, if not an impending, crisis. Despite various government efforts to combat obesity, cultural norms and ingrained eating habits have posed significant barriers to progress.

Government health initiatives have historically relied on economic incentives to influence consumer behaviour.

For instance, removing sugary items from the discounted items list was a step towards discouraging sugar consumption. Similarly, a proposed new levy on sweetened drinks in Budget 2025 aims to reduce sugar-laden products in the market.

However, these top-down measures face limitations, as they tend to overlook the emotional and cultural connection Malaysians have with food.

This disconnect between policy and cultural habits highlights a critical gap in the approach, one that requires more than just financial levers to foster lasting change.

Tap into emotional aspect

A key issue with health initiatives is their failure to address the cultural significance of food. It is not enough to simply raise the cost of sugary drinks or provide alternatives; public health campaigns must engage with the emotional and symbolic value food holds in society.

This is why, despite various governmental efforts, unhealthy eating persists. What is missing is a deeper understanding of how culture shapes behaviour and how policies can integrate that.

One solution is to create community-based and community-driven programmes that engage community leaders, food influencers, and educators, to reshape how Malaysians view food.

Involving schools in promoting healthier eating habits from a young age can create generational shifts. Programmes that combine cultural traditions with healthy eating, like introducing modified versions of traditional kuih, can help change attitudes without alienating people from their roots.

While education and awareness is vital, it needs to be culturally relevant. This calls for a shift from policies focusing on information provision to actively reshaping how they think about their food choices.

Public health campaigns often fall short because they fail to resonate with cultural realities. Telling people to reduce sugar consumption without acknowledging the social significance of sweet treats often results in low engagement.

A culturally sensitive approach to education is needed, one that recognises the emotional importance of food while promoting healthier alternatives.

Campaigns that focus on local flavourful foods that align with cultural values without compromising health are more likely to succeed.

Make healthy affordable

Socioeconomic disparities exacerbate the obesity crisis, as Malaysians find sugary and processed foods more affordable and accessible than nutritious alternatives.

The reality is that healthier foods are often out of reach for those facing financial constraints, making behavioural change difficult even for those willing to make the effort.

That being said, initiatives to educate people must be paired with better access to healthy foods, especially for low-income families.

Fortunately in this matter, we do not have to reinvent the wheel. The government can consider reinstating the highly popular Menu Rahmah initiative, with formal input from the Health Ministry, ensuring nutritious options are both affordable and accessible.

Additionally, a voucher system similar to the Jualan Rahmah programme could be extended to include discounts on fresh produce and other healthy foods.

This would not only support healthier eating habits but also reduce the cost burden on families struggling to make healthier choices.

Providing healthier options is only part of the solution. Policymakers must also address the social aspect of food. To shift social norms, it is necessary to frame healthy eating as an act of self care and social responsibility.

For instance, promoting small changes like opting for sugar-free beverages as a positive step toward better health can help normalise healthier behaviours.

Public health narratives should celebrate these incremental changes and highlight them as socially commendable actions.

Creating a supportive environment for individuals to make positive changes through community challenges and workplace wellness programs may yield positive results.

To achieve lasting behavioural change, we require a multifaceted and culturally aware approach that goes beyond mere surface-level incentives.

Malaysia’s position as the “fattest nation in Asia” will not be solved through policy measures alone.

By understanding the cultural nuances and emotional connections that shape Malaysians’ eating habits, and tailoring policies to resonate with their everyday lives, we can achieve significant progress in promoting healthier lifestyles.

Malaysia needs a more holistic approach to tackling obesity, one that embraces the cultural significance of food while empowering individuals to make healthier choices.

But, change will not come overnight; it requires consistent effort across government and society, in a way that respects Malaysia’s cultural identity while promoting long-term health.

The choice towards building a healthier nation is now up to us to make a change, and it begins with each and every one of us.

The views expressed here are those of the author/contributor and do not necessarily represent the views of Malaysiakini.