—The purpose of the article is to disclose the
challenges in sustaining the Malay traditional kuih
differing levels of acceptance among youth in East Coast
Peninsular Malaysia. Malay kuih
also known as Malay dessert
that referring to a product which uses specific raw ingredients;
methods; processes; techniques; materials and utensils; and the
recipes have been passed down from one generation to other
generations. It is part of Malaysian culture, identity and
heritage that should be sustained by all generations especially
youth. Throughout observation and interviews with youth, age
of 18 to 25 years old who are completed their secondary school
and basically come from different family backgrounds, the
trend of buying pattern among youth towards Malay traditional
were influenced by the family, friends and occasions. Six
main themes that have been identified are including family,
value, knowledge, motivation, way of life and pecuniary.
Although all themes were emphasized by youth during the
interviews, a closer look revealed that the themes evaluated
quite differently based on their age and background. The
exhibited divergences are found to be underpinned by different
way of life dispositions, which are extremely important and
affecting in shaping and influencing values amongst the youth.
The results are promising meaningful understanding of the
challenges to sustain the Malay traditional kuih
which are reinforced by its complex culture diversities and
—Family, Malay kuih
, motivation, traditional
H. Hamzah is with the Department of Food Service and Management,
Faculty of Food Science and Technology, Universiti Putra Malaysia, 43400
Serdang, Selangor, Malaysia (e-mail: email@example.com).
M. S. Ab Karim and M. Othman are with the Universiti Putra Malaysia,
43400 Serdang, Selangor, Malaysia (e-mail: firstname.lastname@example.org,
A. Hamzah is with the Institute of Social Science Research (IPSAS),
Putra-Info Port, Universiti Putra Malaysia, 43400 Serdang, Selangor,
N. H. Muhammad is with the Universiti Malaysia Kelantan, 16100
Pengkalan Chepa, Kelantan, Malaysia (e-mail: email@example.com).
Cite: Humairah Hamzah, Muhammad Shahrim Ab. Karim, Mohiddin Othman, Azimi Hamzah, and Nur
Hafizah Muhammad, " Challenges in Sustaining the Malay Traditional Kuih among Youth," International Journal of Social Science and Humanity vol. 5, no. 5, pp. 472-478, 2015.