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This semester, the School of Hospitality and Tourism Management (SHTM) launched an ambitious industry-based and project-based learning initiative in collaboration with The RuMa Hotel and Residences. Rooted in the philosophy of Les Arts Culinaires et les Arts de la Table, the project set out to elevate students’ understanding of food, beverage, and service artistry within a Malaysian gastronomic context. This was particularly timely given the rising international recognition of Malaysia’s culinary scene, including Michelin acknowledgements.

Part 1: Conceptualising the Project

The project began with the recognition that while culinary arts are widely celebrated, the art of service remains less visible despite being vital to the guest experience. Teaching this art not only preserves traditional know-how but also builds essential soft skills. However, its real-life application in modern food and beverage operations is increasingly rare.

To bring the concept to life, the idea was shared with The RuMa during the Malaysia International Food and Beverage (MIFB) 2025 event. This initial conversation with Mr Daniyal Ng sparked an immediate connection, and the partnership was formed. The objective was to design an assignment that would encourage students to think critically about how service, storytelling, and culinary artistry intersect, particularly within a Malaysian identity. With industry support secured, the project became a platform to create meaningful, experiential, and practice-oriented learning opportunities for SHTM students.

Part 2: Expanding Perspectives Through Innovation and Creativity

To complement the launch of the project, SHTM welcomed Mr John Daly from the Swiss Education Group (SEG) for a session on innovation and creativity in hospitality. His talk broadened students’ perspectives on how creative thinking drives excellence not only in food and service, but also in leadership, problem-solving, and experience design.

Mr Daly introduced global trends, best practices, and examples from the international hospitality landscape. Students were encouraged to challenge assumptions, question established routines, and embrace a mindset of continuous innovation. The session reinforced the notion that the project with The RuMa was not merely an assignment but an invitation to think differently, creatively, and purposefully. The discussions that followed demonstrated how students were already connecting theoretical insights with the practical expectations of the collaboration.

Part 3: Immersion Through an On-Site Industry Visit

With the concept established and theoretical foundations enhanced, the next step was to provide students with real-world exposure to the environment in which their project concepts would be applied. An on-site immersion visit to The RuMa Hotel and Residences was arranged, marking a key moment in the learning journey.

Students were welcomed by the RuMa leadership team, including Mr. Stephen Benedict (Executive Assistant Manager), Mr. Daniyal Ng (former Hotel Manager), Mr. Chan See Yoong (Food and Beverage Operations Manager), and Executive Chef Suhalmi. The visit offered students a behind-the-scenes look at operational excellence, service philosophy, and culinary synergy within a luxury hospitality setting.

Observing service teams, learning about guest experience design, and understanding the coordination between front-of-house and culinary operations allowed students to contextualise their assignment within a real operational ecosystem. They developed a deeper appreciation for the precision, discipline, and teamwork that define hospitality at the highest level. The visit also reinforced the project’s core purpose of showcasing how the artistry of service and the creativity of cuisine can coexist to elevate the dining experience.

Following the visit, students began developing proposals that merged culinary innovation with service excellence, requiring both creative thinking and respect for authenticity and local heritage.

Part 4: Final Presentations and Celebrating Student Innovation

The project culminated in final presentations at SHTM, where student groups presented the outcomes of weeks of research, conceptualisation, immersion, and refinement. Their proposals were evaluated by a professional panel from The RuMa, including Chef Suhalmi and Mr. Chan See Yoong, whose feedback provided valuable industry perspectives.

The quality of work presented was notably high. Students demonstrated discipline, creativity, and a strong understanding of the project brief. Many proposals celebrated Malaysian heritage through thoughtful reinterpretations of familiar foods such as popiah, ikan bakar, rendang, thosai, traditional kuih, and sugar lace art. These concepts were distinguished not only by culinary innovation but also by the seamless integration of story, culture, and service experience, reflecting the essence of Arts de la Table.

The evaluation panel commended the students’ professionalism, maturity, and willingness to push creative boundaries. Their involvement added authenticity to the project and exposed students to real-world industry standards.

Conclusion

The SHTM and The RuMa food and beverage project serves as a strong example of how industry partnerships can enhance hospitality education. Through conceptual development, expert input, immersive site experiences, and professional evaluation, students engaged in experiential learning aligned with real industry practice. The project strengthened academic and industry ties while celebrating the depth, creativity, and identity of Malaysian gastronomy.

Assoc. Prof. Dr Joaquim Dias Soeiro 
School of Hospitality and Tourism Management
Email: @email