Swipe Right, Eat Local: Discover Malaysia One Dish at a Time

Malaysia is famous for its food, but what if your next food craving could also become the reason to explore somewhere new? That is the idea behind the latest edition of Air Love Cuti-Cuti: Jom Makan-Makan, a collaboration between Tourism Malaysia and homegrown natural mineral water brand Spritzer.

Now in its third year, the campaign puts Malaysian food at the centre of domestic travel, encouraging Malaysians to turn the familiar question of “Nak makan apa?” into an opportunity to discover new places, cultures and local favourites.

When Food Becomes the Start of a Journey

Food has always been an important part of travelling in Malaysia. Whether it is heading to Penang for a plate of char kuey teow, Melaka for local specialities or Sabah to discover its unique flavours, Malaysians are often willing to travel for a good meal.

Air Love Cuti-Cuti: Jom Makan-Makan takes that familiar behaviour and gives it a fun digital twist.

The campaign is spearheaded by Spritzer, with Tourism Malaysia joining as a key partner to encourage more Malaysians to explore their own country. Spritzer also serves as the campaign’s official Hydration Partner, highlighting the importance of staying hydrated while travelling, especially during road trips, food hunts and weekend getaways.

The collaboration comes at a time when domestic tourism continues to show strong momentum. Malaysia recorded 74.7 million domestic visitors in the first quarter of 2026, representing a 7.2 per cent increase compared with 69.7 million visitors during the same period in 2025.

Swipe Right to Discover Your Next Meal

At the heart of the campaign is eatlocal.my, a food discovery platform designed around a simple concept that many smartphone users will instantly recognise — swiping.

Users can browse through more than 100 Malaysian dishes and simply swipe right on food they want to try or left on dishes that do not appeal to them.

The fun part comes next.

Once users select their preferred dishes, the platform helps them discover places serving those foods within a 15km radius.

Instead of starting with a restaurant, eatlocal.my starts with the food itself. This makes the experience particularly relatable because the first question is often not “Which restaurant should I visit?” but simply, “What should I eat today?”

From popular Malaysian staples such as nasi lemak and chicken rice to snacks and traditional kuih such as curry puffs and apam balik, there are plenty of choices to explore.

Seven Destinations to Explore Through Food

The platform currently covers seven destinations across Malaysia: Kuala Lumpur, Selangor, Penang, Johor, Perak, Melaka and Sabah.

These locations were selected for their diverse culinary offerings and their potential to inspire Malaysians to travel for local food experiences.

The idea is simple but effective. A craving for a particular dish can become the starting point for discovering a neighbourhood, city or even another state.

And the experience does not stop after finding somewhere to eat.

Users can also check in at featured locations to collect points. These points can be redeemed for travel, dining and lifestyle rewards on an ongoing basis.

There are also monthly lucky draws, giving users the chance to win flights to Langkawi.

More Than Just a Food Hunt

Beyond the swiping and rewards, the campaign highlights something that Malaysians already know well — food is closely connected to culture.

Every dish has a story, whether it comes from family traditions, local communities or generations of culinary influences. Exploring Malaysian food therefore becomes another way to experience the country’s diverse cultures and heritage.

For Tourism Malaysia, the collaboration provides another way to encourage domestic travel. For Spritzer, it reinforces its role as a trusted companion for Malaysians while they are on the move.

Together, the partnership supports the broader momentum of Visit Malaysia 2026-2027, while encouraging travellers to focus not only on destinations but also on the experiences found along the way.

More Food, More Travel Adventures Ahead

Air Love Cuti-Cuti: Jom Makan-Makan will continue throughout 2026, with eatlocal.my serving as its central platform.

The campaign will also come alive through roadshows in participating states, travel content featuring local food experiences and a collaboration with local artist Bingka for a limited-edition tote bag inspired by Malaysian dishes.

There are also exclusive collectible rewards, including a specially designed sun bear plushie, alongside other promotional activities designed to bring users back to the platform.

Ultimately, the campaign offers a fresh way to look at domestic travel. You do not always need a complicated itinerary to start exploring Malaysia.

Sometimes, all you need is a craving.

So the next time you find yourself asking “Nak makan apa?”, perhaps the better question is: “Where should I go to eat it?”

Start swiping, discover local food and turn your next Malaysian meal into a new travel adventure at eatlocal.my.

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