Opinion: Are we going overboard with the 'Nasi Lemak' hype?

They call me the “Nasi Lemak” girl on my team. That’s because every morning at 8.45am, I cross the road to grab my favourite dish or breakfast.In case you are new to the region and have not heard of our famous Nasi Lemak, let me break it down for you. It is essentially a Malay fragrant rice dish, cooked in coconut milk and a pandan leaf. The most basic ingredients that go along with the coconut rice are fried anchovies, roasted peanuts, cucumber slices, fried or boiled egg and, very importantly, the “sambal” or chili paste. Sounds delicious, right?Currently, it’s the hottest marketing gimmick in town. Many brands are incorporating the Nasi Lemak dish into their products. And while I initially enjoyed McDonald’s Singapore’s Nasi Lemak burger, which even “inspired” neighbouring Malaysian burger joint myBurgerLab to launch its Nasi Lemak Ayam Rendang burger ahead of Merdeka Day, I did question the purity of my favourite meal in a “burger-ized” form.In fact recently, we’ve been bombarded with all sorts of Nasi Lemak-related products. Sadly, as a Nasi Lemak purist, I can’t help, but feel a little put off by some.Take for example the creation of the limited edition of Nasi Lemak condoms by Malaysian condom giant Karex. The product is expected to hit the market at the end of 2017 in a bid to spice up the bedroom scene (yes, pun intended). Err – creative or crazy? You decide. But to the brand’s credit, it has always thought box and has in the past even jumped on the durian bandwagon with durian-flavoured condoms.Since then, the internet has spat out numerous articles to me about products such as Nasi Lemak cheesecake (oh no!), sushi, phone covers, bed sheets and even a movie called Nasi Lemak 2.0! I even read on Mashable that luxury fashion house Hermès has a handbag that resembled the Nasi Lemak Bungkus as part of its 2010 Spring Collection designed by Jean-Paul Gaultier. While I am aware some of these of these products were created before the food item gained popularity, I still can’t fathom why we can’t just appreciate the meal without corrupting it.I guess what really pushed me over the edge was when I saw Malaysian beauty pageant contestant Samantha Katie James walk the stage during the 66th Miss Universe 2017 competition in Las Vegas, donning a glittery Nasi Lemak-inspired outfit.“Seriously?” I asked my team. I couldn’t believe it. While a large part of me ridiculed the idea, another part of me was blown away by the extent the dish has had an impact on our markets.I guess I remain in awe at how a simple dish can make such a massive impact, and the amazing powers of marketing.And while I chuckle at the creativity of folks out there, I can’t wait for the excitement to die down. I suppose, I would like to just go back to loving our beloved dish in its pure, rich, creamy and uncorrupted form.