ASICS Malaysia introduces its latest Nasi Lemak sneaker, honoring its national dish in the form of the signature 'GEL-KAYANO 5 OG.' The model boasts off-white hues as the base foundation to represent the rice and the egg whites of the dish.
It is adorned with hues of red recalling the chili paste, green nodding to the cucumbers, yellow as the yolk, and brown representing nuts and anchovies. Boon Tib Soon Nik, the country manager of ASICS Malaysia states, “What we love about the shoe colorway re-design is that; it centers around the nasi lemak which is a dish that everyone likes and a societal knot that all Malaysians can relate to and instantly love. Through this shoe, we hope to share with everyone that feeling of unity, and to spread the love to all corners of the globe.”
Image Credit: ASICS Malaysia
Why This Trend Is Growing
- National Dish-inspired Sneakers
- Creating sneakers inspired by a country's national dish offers an opportunity for brands to connect with local cultures and their worldwide fans in unique ways.
- Culinary Crossover Products
- The popularity of national dish-inspired products is growing outside of the food industry, leading to crossover product opportunities for savvy businesses.
- Localized Branding Campaigns
- Localized branding campaigns centered around a country's national dish can create a sense of unity and local pride while building admiration for brands that connect with their culture and cuisine.
Industries Being Reshaped
- Athletic Footwear
- The athletic footwear industry is ripe for innovation from companies that can create unique designs that translate national dishes into wearable art.
- Food and Beverage
- Companies in the food and beverage industry can innovate by creating cross-over products inspired by national dishes that cater to adventurous consumers and tourists.
- Tourism and Hospitality
- Tourism and hospitality businesses can benefit from incorporating national dish-inspired themes into their facilities, menus, and experiences to create a stronger sense of place and cultural immersion.
