Culture and the Changing Food Consumption Among the Malay Middle Class

Abstract

This article examines the consumption of foods among the middle-class Malays in Malaysia and the progress of food products that have been constructed to meet the halal logo and certification. This article challenges the standard view of the Malay middle class, predominantly Muslim that they are traditional and hesitant to accept changes in food consumption due to religion and culture. This article discusses ways foods are reconstructed to allow significant market consumption to be produced or manufactured based on culture and religion. This research utilized a qualitative method through narrative interviews with seven middle-class Malays Muslim descent respondents to conceptualize the changing food patterns and improvise. The narrative interviewed were transcribed and thematic analysis displayed the findings. The result highlights that a new taste of foods urges the Malay Muslim to be creative and syariah compliance. The middle-class Malay informants are flexible to the changing food consumption as long as the foods are halal. The changing food consumption is influenced by culture, identity, modern way of living and simultaneously strengthening social bonding.