Malaysia showcases culture, flavours in Hanoi
A dynamic series of cultural, culinary, and artistic events will unfold in the Vietnamese capital as “Madani Malaysia Week 2025” takes place from July 30 to August 3.
VOV.VN - Malaysia organised a tourism, arts, culture, and culinary festival in Ho Chi Minh City and Hanoi from July 29 to August 2 to popularize tourism and strengthen its image among Vietnamese travelers, as part of the national campaign “Visit Malaysia 2026.”
Vietnam has been identified as a key market within ASEAN, and the festival served as one of the flagship promotional activities targeting this growing segment.
The festival Malaysia Food and Culture Promotion and Malaysia My Second Home (MM2H) featured a seminar and B2B networking session, and a cultural showcase highlighting Malaysia’s traditional performances, handicrafts, and signature cuisine. The event drew wide participation from the public, media, and travel businesses.
“Vietnam has always been one of Malaysia’s most important tourism markets in Southeast Asia. We believe this visit will foster stronger partnerships toward the shared goal of sustainable and inclusive tourism development that benefits both countries in the long term,” said Dato’ Sri Tiong King Sing, Minister of Tourism, Arts and Culture.
He added that the festival serves not only as a tourism promotion event but also as a form of cultural diplomacy, helping deepen mutual understanding and people-to-people ties between the two neighbouring ASEAN countries.
Alongside the festival, the Embassy of Malaysia in Hanoi also hosted MADANI Week, inspired by the “Madani” philosophy which promotes six core values - sustainability, prosperity, innovation, respect, trust, and compassion. These values were reflected across various cultural, educational, and trade-focused activities, underlining Malaysia’s commitment to holistic national development and deeper strategic partnerships with countries like Vietnam.
Connectivity between the two countries continues to improve, with 164 direct flights per week as of July 2025. Increased flight frequency allows greater travel flexibility and supports a wide range of tourism types such as weekend getaways, MICE tourism, and work-leisure trips, particularly appealing to Vietnam’s growing middle class and youth.
From January to May 2025, Vietnam welcomed approximately 266,000 Malaysian visitors, making Malaysia the second largest ASEAN tourist source market for Vietnam, after Cambodia. In return, 168,677 Vietnamese travelers visited Malaysia during the same period, reaffirming its popularity among Vietnamese tourists.
MM2H was organised by the Ministry of Tourism, Arts and Culture in collaboration with Tourism Malaysia, attracting 30 representatives from the tourism, hospitality, and service sectors of Malaysia.
VOV.VN - Vietnam and Malaysia will jointly promote the effective implementation of the action plan for their Comprehensive Strategic Partnership for the 2025-2030 period, aiming to deepen and expand bilateral relations.
The signing of the comprehensive strategic partnership in November 2024 has opened up significant opportunities for Vietnam and Malaysia to enhance cooperation across emerging sectors such as green transition, security, and the digital economy, stated Collins Chong Yew Keat, a foreign policy and security expert at the University of Malaya.
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