EXPLORING GEN Z’S AWARENESS OF KUIH KELAMAI IN GOPENG: A QUALITATIVE STUDY

This exploratory study investigates the awareness, consumption barriers, and cultural perceptions of Kuih Kelamai, a traditional Rawa Malay delicacy, among Generation Z in Gopeng, Perak. Employing a qualitative research design, semi-structured interviews were conducted with 15 Generation Z participants aged between 19 and 23 years (n=15) to explore their familiarity, consumption experiences, and attitudes towards this traditional food. The thematic findings reveal that limited physical market availability and minimal digital exposure significantly reduce awareness and consumption opportunities among younger generations, with encounters largely restricted to festive seasons and cultural occasions. Despite these limitations, participants demonstrated strong appreciation for the cultural authenticity, artisanal craftsmanship, and distinctive bamboo-cooking preparation associated with Kuih Kelamai. However, accessibility challenges, insufficient promotional activities, and the absence of effective digital marketing strategies continue to discourage regular consumption. Furthermore, participants exhibited nuanced price sensitivity, expressing willingness to pay premium prices for authentic traditional products when supported by convenient purchasing options and improved accessibility through modern retail outlets and digital platforms. The study highlights the importance of integrating traditional culinary preservation with contemporary marketing approaches to strengthen youth engagement, enhance product visibility, encourage sustainable consumption, and ensure the continuity of Rawa Malay culinary heritage among future generations.