Nasi Lemak (rice cooked in coconut milk) has been selected as the icon dish in an effort to introduce Malaysian food, culture and holiday destinations to the Japanese Market.

Tourism Malaysia in a statement today said the selection of Nasi Lemak was a part of the 'Sudah Makan?' (Have you eaten?) campaign launched on Sept 25 in Tokyo, with the help of Japanese food celebrity Kentetsu Koh as Malaysian Food Advisor.

"The campaign will follow through with several food promotions including a Malaysian Jazzy Night and Food from Oct 17 to 31 in Tokyo as well as a restaurant carnival at Kai Jyo Row in Chubu Centrair Airport Nagoya, from Sept 7 to Nov 16," the statement said.

Tourism Malaysia added, 15 Malaysian restaurants in Japan would also be taking part in a similar restaurant promotion from Nov 1 to Jan 31 to showcase Malaysia's delicious cuisine to the Japanese.

The campaign gained ground with Tourism Malaysia's 36th participation in the Japan Association of Travel Agents (JATA) Tourism Expo 2014 from Sept 25 to 28.

Malaysia's presence at this year's expo was grand with a total of 17 organisations comprising Tourism Malaysia, Malaysia Airlines, Sarawak Tourism Board, Sabah Tourism Board, hotels and travel agencies under the Malaysia Pavilion themed 'Year of Festivals 2015'.

The Malaysian Pavilion, dressed up in a 'Festival and Culture' theme was opened by Tourism Malaysia's Director of International Promotion Division (North and East Asia) Nor Aznan Sulaiman.

Japan has been a major tourist market for Malaysia with 513,000 arrivals in 2013.