In the regional and global competitive tourism sector, branding Malaysia as Turley Asian has maximally helped the country. The branding efforts have facilitated Malaysia to present itself as a true sign of pluralism, a mixture of harmonious cultures and the true soul of Asia. The intangible cultural heritage especially food heritage and traditional performing arts have also significantly contributed to branding ‘Malaysia Truly Asia’. The multiple traditional and cultural performances represent multicultural Malaysia. In these performances, all ethnic groups, i.e. Indian, Chinese, Malay, Indigenous and others are represented adequately. Malaysian traditional cuisine also represents the pluralism of Malaysian society. Authentic and hybrid foods and the traditional performing arts have made the country a mini Asia or the soul of Asia. Understanding the position and contribution of both traditional food and performing arts to promote Malaysian tourism under the slogan of ‘Malaysia Truly Asia’ is extremely important in developing the Malaysian tourism sector. Under the concepts of identity and culture as a segment of branding approaches, this article will analyse how cultural heritage has helped to brand Malaysia as Truly Asia for the development of the tourism sector of Malaysia. Keywords: branding, intangible cultural heritage, ‘Malaysia Truly Asia’, tourism, Malaysia

中文翻译：

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打造马来西亚品牌并在旅游发展中重新定位文化遗产

在区域和全球竞争激烈的旅游业中，将马来西亚打上 Turley Asian 的品牌对这个国家起到了最大的帮助。品牌推广工作促使马来西亚将自己展示为多元主义的真正标志、和谐文化的混合体和亚洲的真正灵魂。非物质文化遗产，尤其是食物遗产和传统表演艺术，也为“马来西亚真正的亚洲”品牌做出了重大贡献。多元的传统和文化表演代表着多元文化的马来西亚。在这些表演中，所有族群，即印度人、华人、马来人、土著人和其他人都得到了充分的代表。马来西亚传统美食也代表了马来西亚社会的多元化。正宗的混合食品和传统表演艺术使这个国家成为一个迷你亚洲或亚洲的灵魂。了解传统食品和表演艺术在“马来西亚真正的亚洲”口号下对促进马来西亚旅游业的地位和贡献，对于发展马来西亚旅游业极为重要。在身份和文化作为品牌方法的一部分的概念下，本文将分析文化遗产如何帮助将马来西亚打造成真正的亚洲，以促进马来西亚旅游业的发展。关键词：品牌，非物质文化遗产，“马来西亚真正的亚洲”，旅游，马来西亚 本文将分析文化遗产如何帮助将马来西亚打造成真正的亚洲以促进马来西亚旅游业的发展。关键词：品牌，非物质文化遗产，“马来西亚真正的亚洲”，旅游，马来西亚 本文将分析文化遗产如何帮助将马来西亚打造成真正的亚洲以促进马来西亚旅游业的发展。关键词：品牌，非物质文化遗产，“马来西亚真正的亚洲”，旅游，马来西亚