From Class Project to Culinary Celebration: The Story of Gombak Food Festival 2.0

By, Muhammad Aryff Danial bin Mohd Jeffry and Nur Hafizah binti Juma’at

Have you ever wandered around Human Sciences Square in May of 2024, and your typical calm and serene view suddenly turns into a bustling atmosphere filled with various booths and cuisines? The moment you realise, you already set your eyes on those mouth-watering cheese tarts and unconsciously begin your steps towards the booth. On that day, you might have spent generously to fill your tummy with various delicacies, and you might have remembered that day as one of the most unforgettable days. That day is the Gombak Food Festival 2.0 (GFF 2.0), a celebration of local entrepreneurs and various cuisines that has grown into one of the much-anticipated annual events in International Islamic University Malaysia (IIUM). 

A Humble Start to Empower Local Businesses 

It began with just a class project by Integrated Marketing Communication (IMC) students during semester 2, 2023/2024 to promote small local businesses mainly from Kampung Kerdas in Gombak by conducting an exhibition to showcase their products to the public. Before being well known as “Gombak Food Festival,” the event was named, “Exhibition on Empowering Local Entrepreneurs in Gombak”. The exhibition was held at Human Sciences Square and a sharing session was prepared for local entrepreneurs to showcase their products to the students and lecturers.

“So what we thought was we were going to do campaigns with the entrepreneurs because some of them are a bit shy,” recalls Assoc. Prof. Dr. Aida, the advisor of IMC students. “So we decided that we got to get the students to enable them, help them, and also to advise them in terms of promotion,” she explained. 

In the following semester, what used to be known as a food exhibition was renamed, “Gombak Food Festival” and it has evolved into one of the most awaited events in IIUM featuring 10 food stalls with lip-smacking cuisines. It now attracts thousands of students and lecturers from different Kulliyyah coming in and out to celebrate this sensational food festival. 

The first edition Gombak Food Festival was conducted at Masjid Al-Syakirin but in the second semester, IIUM Riverside was chosen as the venue for Gombak Food Festival 2.0. Assoc. Prof. Dr. Aida said in an interview, “The entrepreneurs were telling us that the sales are better here (in IIUM) because the community and willingness to purchase from students and staff are better in IIUM.”

Some of the phenomenal vendors that participated in this festivals were, Tuns Anuar, Autism Cafe Project, Kak Ina’s Signature, Mat Murtabak Gombak, My QT Bites, Arisma, Enjoy Burger and K-Link Care Centre, Dyslexia Cafe and Hidayah Bakery. Can you imagine tasting murtabak, cheese tarts, sticky milk and daging salai on the same day? It must surely feel like a taste from heaven for the participants there. 

A Platform for Student Entrepreneurship 

The Gombak Food Festival is more than just a food fair, it stands as a good platform for IIUM students to help entrepreneurs in their own right. The idea of running a business can be intimidating and yet the festival provides the students with an opportunity to operate their own stall, meet-and-greet and serve customers and also promote their own products by themselves. This is probably the first time many of them are having to deal with the actual cash, managing stock and marketing their products in the real-world competitive environment. Some chose to do group work in designing posters and packaging or come up with new recipes in applying what they have learned to real life.

“It was quite scary at first because I never had working experience before even as a part-timer, but at the end of the day, I feel like I have really achieved something. People are actually lining up for our products!” said one of the student vendors involved in GFF 2.0.

More than anything else, such an actual experience cannot be offered by a textbook. It fosters the building of business skills along with confidence and creativity. If you have ever dreamed of establishing your own brand or food business, this is the very first step to get it started at the Gombak Food Festival. 

Imbued Love for Local Cuisines among Students 

Beyond just entrepreneurship, the event fostered appreciation of Malaysia’s varied food heritage among the students. Through this event, a lot of students probably tasted authentic traditional food for the very first time from daging salai to kuih seri muka. This wasn’t merely a food event  indeed, it served as a bridge connecting students of various origins with the core of local culture. Students were estimated to be snapping pictures, inquiring about recipes and explaining the taste of local favourites to their foreign friends with smiles on their faces.

“I wouldn’t say I discovered something completely new, but even when it’s food we already know, seeing it there just makes you crave it. For me, I was really excited to try the soft cookies.” — Br Qayyum Afiq, a Second Year Second Semester’s student. 

On this day, the festival acted as a demonstration, good food can unite people and teach culture in an awesome way. So, next time you spot a stall carrying something odd, go for it! You might just find a new favourite. 

What’s New in This Year’s Festival? 

The festival Gombak Food Festival 2.0 did well in its second edition, bigger and better. The festival was held at IIUM Riverside and the new location provided a great view with sufficient space and a steady stream of students and staff throughout the day. They had more vendors this time around, aside from the usual food vendors to include beverage and lifestyle products. In fact, GFF 2020 had social media contests, quizzes, and games to make the experience far more interactive and enjoyable.

Another meaningful upgrade was granting vendors from special needs businesses opportunities such as the Autism Cafe Project and Dyslexia Cafe. Such participation filled the event with a deeper sense of community and purpose, therefore reminding visitors that food can also invoke awareness and support for relevant social causes. 

“An event like this is great for introducing our local food and making us appreciate it even more,” said one of the students that participated in managing a booth. “And with the new strategic location, even students and staff passing by after work would stop to take a look. It kind of becomes marketing on its own,” she said. 

Once again, being conscious about the environment, GFF 2.0 encouraged vendors to use packaging that was environmentally-friendly. This thoughtful addition exhibited the organisers’ rising awareness on environmental issues and their quest to make a difference, even if it were through something as simple as a food festival.

Don’t Miss Out! 

So if you’ve been watching the buzz online or hearing your friends talk about how much fun it was, don’t hesitate next time. Gombak Food Festival isn’t just an event, it’s an experience. Whether you’re craving good food, looking to support student businesses, or just want to feel the excitement of campus life, this festival has something for everyone. With its vibrant booths, exciting flavours and heartfelt community vibe, GFF has already made its mark as one of IIUM’s most loved annual events. 

“The food prices are really reasonable for the quality you get, people must try it,” said one student visitor. “Even if you just come to look around, chances are you’ll still go to mahallah with something in your hand,” she said. 

Don’t be the one hearing about it after it’s over, be the one experiencing it for yourself. Mark your calendar, bring your big appetites, and get ready to taste the future at the next Gombak Food Festival.***