The Future of Malay Kueh: Exploring Factors Influencing its Acceptance among Young Consumers in Kelantan

Malay kueh holds significant cultural value in Malaysia, symbolizing tradition, heritage, and communal identity. However, its consumption among Kelantanese youth has declined due to shifting food preferences influenced by modernization and globalization. This study explores the factors affecting the acceptance of Malay kueh among young consumers in Kelantan, focusing on cultural heritage, taste preferences, accessibility, and social influences. Employing a qualitative approach, data were collected through structured interviews and non-participant observations in local markets. Findings reveal that while many young individuals associate Malay kueh with nostalgia and cultural pride, external factors such as convenience, exposure to international cuisines, and changing dietary habits have contributed to its reduced consumption. Concerns over excessive sweetness, lack of accessibility in urban areas, and the influence of social media further impact its popularity. The study highlights the need for innovation in recipe adaptation, improved market accessibility, and strategic digital marketing to sustain the relevance of Malay kueh. Policy recommendations include promoting cultural education, supporting small-scale vendors, and integrating traditional food heritage into contemporary food culture. By addressing these challenges, stakeholders can play a crucial role in preserving Malay kueh for future generations while ensuring its alignment with modern consumer preferences.