Culinary veteran Chef Rossham Rosli, with 33 years in the industry and extensive international experience, proposes that Malaysia's "kopitiam" culture, rather than individual dishes, could serve as a powerful, exportable identity to bolster tourism branding, entrepreneurship, and cultural influence abroad. He argues that this broader dining ecosystem, encompassing staples like kaya toast, coffee, and multicultural breakfast offerings, provides a more adaptable and approachable concept for international audiences than single dishes, which can face taste limitations. Rossham, also president of the Gastronomy Association of Malaysia, highlights the economic value chain supporting kopitiams, including bakeries, coffee suppliers, and SMEs, and advocates for a unified national cuisine narrative over state-specific identities for stronger global recognition and easier appreciation of Malaysia's diverse culinary heritage.