About one in two Malaysians would choose Nasi Lemak as a breakfast of choice if they weregiven the option to choose between Nasi Lemak, Roti Canai and Dim Sum, an Oxwhite study revealed.
Given the ease of Covid 19 restrictions throughout Malaysia, the lifestyle e-commerce brand anticipates that Malaysians will be patronising their favourite food outlets again at the first chance they get.
Hence, the brand ran a survey on Facebook on Malaysians’ all-time favourite breakfast food.
Based on the study, nasi lemak leads the breakfast menu for almost all Malaysians with Selangor born Malaysians being the biggest Nasi Lemak fans (29%). This is followed by Federal Territory of Kuala Lumpur (16%) and Penang (12%).
This liking however is not shared among fellow Malaysians who were born in Malacca and Sarawak.
According to the study, Malaccans are 47% more inclined to choose Roti Canai over Nasi Lemak (33%) and Dim Sum (20%).
Sarawakians however are 40% more likely to choose Roti Canai. This is followed by Dim Sum and Nasi Lemak — 31% and 29% respectively.
The study also shows that as Malaysians grow older, their preference towards nasi lemak declines. This is indicated by the steady downward trend between people in the 21-30, 31-40, 41-50 as well as 51 and above age groups. The likelihood of choosing Nasi Lemak drops from 40%, 37%, 13% and 11% respectively.
“This may be an indication that as we advance in age, we get more health conscious and seek out other breakfast options,” said Oxwhite founder, CK Chang.
What was meant to be a fun trivia survey among 500 Malaysians quickly turned into t-shirt inspiration for Oxwhite to mark the opening of its Lazada Official store.
“Given that we are expanding into Lazada on 18 March 2021, we thought about how to attract people into our Lazada official store.
“Given that we will be able to reach out to millions of Malaysians through the platform, we thought long and hard about how to create differentiation to attract people to visit our official store. We felt that there is no better way to do this than to incorporate the one biggest unifying factor among Malaysians — our foodie culture,” said Chang.
Oxwhite partnered with Salang Design to create a series of Lazada exclusive t-shirts bearing Malaysians’ all-time favourite breakfast designs such as Nasi Lemak, Roti Canai and Dim Sum.
Based on the pattern of preferences among Malaysians, Chang expects the Nasi Lemak design will be the first to sell out followed by Roti Canai and Dim Sum.
“I may be wrong about my prediction of Nasi Lemak being the most popular design, but let’s see,” he said.