Food and Culture Research Proposal

1. Joyce Wee Yi Qin | 0319602
Research Question:
Night Markets in Malaysia is the melting pot of a variety of local food cultures. Different
food can be found in the night market, ranging from food for dinner to supper/ Recently,
night markets have also been invaded by the rising trend of food trucks.
In this research proposal, the research topic is about the originality and authenticity of food
and the evolution of food to cater to the appropriateness of time. This topic gives a lot of
relevance as to what are the food preferences of the current generation to the past
generation.
The objective of this research is to compare the different characteristics of the food in terms
of presentation and preparation. Next is to explore how these differences attract their
respective target groups. Lastly, to question the significance of food trucks, is it just a trend?
Or a upcoming culture of Malaysia?
Having the influx of food trucks into the country, will it change the food culture in the
country? For example, Taufufa, a traditional soy bean pudding served with sugar syrup.
When sold on a food truck, different flavours were added to create variety. Hence losing its
originality.
The research will mainly be carried out by observation and interviews. Food stalls will be
observed and compared with food trucks in terms of food preparation, presentation etc.
interviews will be conducted to understand the preferences of the consumers on the new
trends.