The end-product, redolent of coconut, tastes uncannily like a thick, creamy, frozen version of the real deal.

- Overseas acceptance lags -

Few traits are as effective in promoting a country and its culture abroad as cuisine, yet nasi lemak -- despite its importance at home -- is yet to join the globally recognised ranks of sushi and pasta.

Tourism officials, however, last year marketed nasi lemak as a slice of Malaysian exotica in a promotional campaign in Japan.

The dish also got some overseas publicity when a Malaysia-born woman won the popular MasterChef television cooking contest in Britain with a nasi lemak dish.

Ong feels the often intensely spicy sambal blocks overseas acceptance.

"Nasi lemak hasn't become globally famous yet because of the spiciness but experimentation will help as we put nasi lemak in a different context now," said Ong.

The dish's expanding frontiers and popularity at home were on display at a recent nasi lemak festival in Kuala Lumpur that drew thousands seeking to taste the creations of some of the capital's top chefs.

These included vegetarian and organic versions that replaced anchovies with mushroom stalks coupled with creatively fried vegetables and brown rice.

Another recipe involved frying the coconut rice in a wok with a special chili formula that turned it all a fiery red.

Across Malaysia, other versions may include sides of fried chicken, squid marinated and cooked in chili sauce, fried beef lungs, or an array of other touches.

But adherents aren't about to forsake the time-tested original.

Dean Johari flew in specially for the festival, saying the standards of classic nasi lemak in his native neighbouring Singapore have slipped.

"It brings back childhood memories, and of a time that was simpler. To me, that is priceless," he said, finishing off a plate.