by Ashley Sim
KUCHING, March 5: Malaysian Association of Tour and Travel Agents (Matta) Sarawak chapter chairman Oscar Choo has emphasised the importance of properly promoting and packaging Sarawak’s ‘King of the River’, the empurau fish, as a tourism product.
Choo also emphasised the importance of raising international awareness about empurau, which is less well-known than other delicacies such as salmon and wagyu beef.
“It’s high time we start promoting empurau to a global audience since the local price is already quite steep.
“Not everyone may understand why it is priced so high. It’s considered a delicacy,” he told reporters when met at the Chap Goh Mei Luncheon held today at the Borneo Empurau Farm and Resort (BEFR) in Tarat, Serian.
He proceeded to commend BEFR chairman Datuk Yong Fook Heng for creating a significant establishment that required a considerable amount of time, effort, and money.
“Creating a large establishment like this requires collaboration with travel agents to promote the destination’s offerings and strengths to the world.
“Given Sarawak’s strong presence in the European market, it’s likely that the Chinese market, including China, would also be interested in trying empurau,” he added.
Choo mentioned that once the international market gets a taste of the empurau fish, it may become highly popular and in demand as a delicacy.
“If we focus on tapping into one or two markets, it will be truly fantastic,” he remarked. — DayakDaily
