TMR

Thanks to young collectors, matchbooks are back in style and have become hospitality’s hottest piece of merch 

by MATTHEW KRONSBERG 

AT THE flamboyantly fun Wild Cherry restaurant in the Cherry Lane theatre in New York’s West Village, the most coveted item isn’t the cheeseburger. It’s the matchbook. 

Glossy black, with a die-cut hole in the cover revealing a slot machine-style row of cherries printed on the match stems, the end-of-meal flourish has become a highly collectible souvenir. “People come in and beg for them. We’ve even seen them on eBay,” said co-chef and owner Lee Hanson. At a cost of nearly US$1 (RM4.14) each, “we quickly had to limit how many we would put down on the (table),” added co-chef and owner Riad Nasr. 

As artfully designed matches once again become popular calling cards and keepsakes, fuelled in part by millennials’ and Gen Z’s love of collectibles, restaurants are showcasing ever more intricate designs. 

Joe Dannon, founder of the Match Group, a company that sells and creates customised products, said that sales of elaborate “retro-feature matches” like those at Wild Cherry have climbed 75% annually for each of the last three years. Steakhouse group Maple & Ash managing partner Jim Lasky estimated the group went through roughly 30,000 gold-embossed matchbooks annually at their locations in Boston, Chicago, Miami and Scottsdale, Arizona. 

On a recent spring evening, Pearl Box bar in New York’s Soho was packed with phillumenists (the proper name for these kinds of collectors) trading matches and acquisition strategies. The event was organised by Alice Cavallo who, along with her mother, Nadia, founded Oh, What a Match, a lifestyle brand centred around match collecting that also happens to be at the centre of the hobby’s dynamic social media scene. 

Sitting at a table piled with matches from hot New York restaurants was 31-year-old Houston Pearce. Collecting for him is “a natural kind of development in my foodiness”. Pocketing a matchbook memento — he guessed he has about 250 to 300 from evenings out — holds the same appeal as vinyl records and cassettes do for Gen Z. In such a digitally driven world, physical souvenirs “connect us all back to real life”, he said. 

Match fans also gather in Midtown at Artishouse, which hosts workshops where attendees can make shadowboxes filled with matches and other restaurant ephemera. In July, owner Matthew Perlman plans to open a “full matchbook world”, in Chelsea, with retail space and a gallery to show match-inspired work. 

Fortunately, restaurants are willing to create inspiring — and inspired — matches, said Anna Polonsky, whose company Polonsky and Friends crafts brand strategies for Dynamo Room, Claud and other stylish restaurants. While menus and signs are constrained by the need for practicality and legibility, “it’s easier to be creative with matches. It’s OK to have an interesting illustration on it, or to play with the inside,” she said. 

It’s also a relatively low-lift marketing tool. Order 10,000 or more simply produced matches from Templi, another popular provider of paper goods, and they might cost just over a nickel each, while a minimally sized run of just a thousand retro-feature-style matches from Match Group could come in at nearly US$2 a piece, said Dannon. Either way, “if you’re going to spend money, don’t spend it on business cards,” Polonsky advised her clients. 

Ironically, this proliferation of matchbooks isn’t directly tied to changes in smoking habits. Gen Z might be romanticising smoking, if social media accounts like cigfluencers are to be believed. And events like the gathering in Washington Square Park, where more than 2,000 people turned out to smoke cigarettes with “Old Jewish Men” collective member Bob Terry, add to the virality. 

But so far, the numbers don’t support the hype. In March, the New Consumer took a deep dive into the question 

“Is smoking really back?” and concluded “the overall trendline is that fewer people are smoking, not more.” Altria Group Inc reported a year-on-year (YoY) 2.3% decrease in the number of cigarettes shipped in their first-quarter results. Even Terry, who became infamous on the YouTube series Subway Takes with the contrarian (and tongue- in-cheek) assertion that “smoking is actually OK for you”, makes clear it’s not a good habit. As he told the Washington Square Park crowd: “If you don’t smoke, don’t start. If you do smoke and you have the will-power to eliminate it, eliminate it.” 

On the matter of matches, he’s a bit more circumspect. In the 1970s, when he was a financial advisor to J Paul Getty, someone asked if he wanted to invest in a match company. “I kind of laughed,” he recalled, at least until the caller said the venture could net him US$250,000 a year. Ultimately, “nothing came of it,” Terry said. But looking at how eagerly businesses are spending on matches today, he’s having second thoughts. “I’m going to have to check them out now,” he said. “It could be a good investment opportunity.” 

And even if it’s not, matchbooks are still lots of fun to collect. Here are eight of our favourites. 

Ceres, New York City 

For New York’s most viral pizza joint, Polonsky and Friends designed the matchbooks in the same blue as the takeout boxes. Each of the thick stems bears the name of one of their pizzas: Nduja, cheese, mushroom, white and tomato. “I think the fact that the matchbook becomes, in a way, a menu really works out for them,” said Polonsky. 

The singular die-cut window on Wild Cherry’s matchbook is inspired by slot machine

Wild Cherry, New York City 

Designer Dava Nasr, wife of chef- owner Riad, wanted the restaurant’s matches to be “fun and fabulous”. She used the Match Group’s Retro Feature matches to “make the experience of the matchbook a little interactive”. The singular die-cut window on the book’s front reminded Dava of a slot machine, inspiring her to cover the stems with the kinds of images you see when the reels stop spinning. “If you pull out a match, you change the game,” said Dava. “You might get ‘wild’, you might get a little cherry, you don’t know.” 

Lost Palm, Lexington, Kentucky

Atop the Manchester Hotel, there’s a little piece of vintage Miami, with equally over-the-top matches. The decision to choose a jumbo format for the matchbooks — they’re larger than a playing card — was “intended to make them feel more like a keepsake than a standard matchbook”, said Michael Hatton, the hotel’s area director of sales and marketing. The matchbooks come in multiple designs incorporating the bar’s tropical teal and peach colour scheme with flamingo and palm tree motifs. 

Marigold’s Club matchbook plays off the design of old-school brand like Lucky Strike

The Marigold Club, Houston

The matchboxes at this French restaurant inspired by London dining clubs evoke the days when a cigarette after a good meal was de rigueur, said Goodnight Group design director Zachary Horst. “It looks like a mini cigarette box. It has a flip top, and I kind of played off the design of an old-school (brand) like Lucky Strike.” They’re decorated with illustrations of waiters, done by the same artist who created the restaurant’s murals. 

Bar Snack, New York City 

The matchbooks at this retro East Village bar emphasise fun, with a martini-swilling shrimp and the slogan “Dressed-up classics for dressed-down people.” They recently went viral on TikTok, said owner Iain Griffiths, who has had people waiting outside admitting that they’re really just there for the matches. He subsequently set the doorman up with a stash so they could be given to anyone who asked. Griffiths saw both the match’s design and the bar’s generosity “as an extension of who we are”. 

Turkey & The Wolf, New Orleans

When artist and match designer Luke Pelletier stumbled into Turkey & the Wolf in New Orleans, he knew he found a “kindred spirit” in owner Mason Hereford. Both revel in Americana, elevating lowbrow loves into art. Pelletier has created matches for clients like the Punk Rock Museum and Texas troubadour Charley Crockett. Among his designs are the “Hungry Eyes”, matches, which sell for US$5 each in Turkey & the Wolf’s online merch shop. Pelletier used blocky type, geometric patterns, and eyes and lips rendered with Patrick Nagel flair. “I wanted to have a vintage- lustful-’90s-nail-salon vibe,” he said. “And I think we got there!” 

Or’esh, New York City 

At the latest restaurant from Corner Store co-owners Eugene Remm and Tilman Fertitta, Middle Eastern flavours and live fire cooking inform everything from the grilled ratatouille served on a skewer the size of a sword to the burgundy tubes of black-stemmed, red-tipped matches. Catch Hospitality Group marketing director Hannah Burkhart said they were “designed as a nod to the long fireplace matches you might have at home. We wanted to reference that human connection to fire and something more elemental and primal in nature”. 

Starduster Lounge, Houston

When Starduster owner Benjy Mason was researching Houston, he came across a matchbook on eBay from the now-shuttered Mary’s. “When I got it in the mail, I looked inside — it had space to write your name,phone number and address. I knew that I wanted to steal that detail and use it somewhere.” He decided to use the idea for matches when he opened Starduster. — Bloomberg

• This article first appeared in The Malaysian Reserve weekly print edition 

The post How Gen Z helped spark smoking hot comeback for restaurant matchbook appeared first on The Malaysian Reserve.

The post Immersed in Taman Negara’s green heart appeared first on The Malaysian Reserve.

Mutiara Taman Negara offers a relaxed gateway to rainforest adventures, wildlife encounters and cultural experiences right in our backyard 

by INTAN BAHA 

THE moment I stepped onto the jetty of Mutiara Taman Negara, the noise of everyday life seemed to melt away. 

In its place came the unmistakable soundtrack of the rainforest — cicadas humming, birds calling from the canopy and leaves rustling as unseen wildlife moved through the undergrowth. 

The air felt cooler and fresher, carrying the rich, earthy scent of ancient greenery. 

Standing amid a landscape that has endured for millions of years, I was reminded that nature moves on a timeline far beyond our own. 

Growing up surrounded by greenery and a scenic man-made lake, I thought I understood nature’s beauty. But Mutiara Taman Negara revealed a different side of Malaysia — one shaped by time, teeming with life and surprisingly close to home. 

Located within Taman Negara, Peninsular Malaysia’s largest national park, the eco-lodge serves as a gateway to rainforest adventures, wildlife encounters and cultural experiences, offering some of the country’s most extraordinary natural wonders quietly hidden in our own backyard. 

Getting to the resort begins with a three- hour drive from Kuala Lumpur, followed by a short crossing of Sungai Tembeling that marks the transition from city life to rainforest wilderness. Ground transfers can also be arranged through the resort, allowing travellers to arrive refreshed and ready to explore. 

The resort offers 87 accommodation units, ranging from Chalets and Chalet Quads to One-Bedroom Chalets and a Bungalow. 

Timber interiors and private balconies complement the natural surroundings, with some overlook the rainforest canopy or the Tembeling River, while others face the resort’s gardens. After a day of jungle trekking, river cruising or wildlife spotting, the balconies offer a quiet spot to unwind to the sounds of the forest. 

A hearty serving of patin tempoyak, with its rich, creamy gravy and well- balanced flavours, is among the culinary highlights at Mutiara Taman Negara

Accommodation sizes range from 42 to 62 sq m and can host up to four guests, while the two-storey Bungalow features two bedrooms, two bathrooms and a separate living area. 

According to Mutiara Taman Negara resort manager Lex Lam, visitor numbers are typically lower between October and January, offering a quieter perspective of Taman Negara. 

“Many people assume low season is not the best time to visit, but it can actually offer a different experience. With fewer visitors, guests can enjoy a quieter atmosphere and better appreciate
the tranquillity of the rainforest,” he told The Malaysian Reserve (TMR). 

The resort takes pride in having a fully Malaysian workforce, with every hotel employee hired locally, says Lam

Local Fest 

Lam said the culinary offerings are designed to cater to a diverse mix of guests, with a balance of international favourites and authentic Malaysian flavours.

“About 60% of our guests are international travellers, while the rest are Malaysians and visitors from across Asia. 

“Interestingly, it is the local dishes that often leave the strongest impression. Highlights include traditional favourites such as patin tempoyak, patin sambal belado, asam rong and beef rendang, which have become popular choices among guests looking to experience authentic Malaysian lavours,” he added.

The resort also produces its own selection of baked goods, including buns, cakes, desserts and traditional kuih, while supporting local economic sustainability by sourcing supplies from local producers whenever possible. 

Supporting Livelihoods, Protecting Heritage

Beyond food, Mutiara Taman Negara’s commitment to the local community extends to its people. The resort takes pride in having a fully Malaysia workforce, with 100% of its hotel employees coming from local talent. The resort also supports local livelihoods by working with freelance nature guides and providing training and skills development to enhance their capabilities while ensuring they meet the required standards. This approach allows guides to share their knowledge of the rainforest while delivering meaningful experiences for visitors. 

Lam added that the resort takes a different approach when engaging with the Orang Asli community, particularly the Bateq tribe. Rather than employing them directly, he respects their traditional way of life, which is closely tied to the freedom of moving through and spending time in the forest. 

“We understand their lifestyle. From the day they are born, they are free to go into the jungle whenever they want and stay there for days. That is part of their culture, and we do not want to change that,” he said. 

Opened on June 22, the new Seberang Ara Canopy Walk lets visitors rise above the rainforest and soak in spectacular views of one of the world’s oldest jungles (Source: mutiaratamannegara.com)

Instead, the resort focuses on indirect engagement by working with local associations, such as boat operators, who collaborate with Orang Asli boatmen. For selected jungle excursions, the resort also engages Orang Asli guides who share their exceptional survival skills, deep forest knowledge and ability to navigate the rainforest. 

“Trying an experience with the Orang Asli is amazing. Their survival skills are incredible and the way they find food and understand the forest is something I truly appreciate,” Lam added. 

Through these efforts, Mutiara Taman Negara aims to promote the destination while preserving local communities, cultures and heritage — ensuring that tourism creates opportunities without compromising the traditions that make the rainforest unique. 

Protecting the Pearl 

Operating within a national park means Mutiara Taman Negara must constantly balance tourism with conservation. 

The challenge is simple: How do you allow people to experience a rainforest without harming the very environment that attracts them? 

The answer lies in coexistence. 

The resort is working towards a more sustainable future, including reducing plastic usage, improving waste management, introducing more environmentally friendly systems and ensuring future upgrades minimise impact on the surrounding ecosystem. 

One of the key principles behind its future development is avoiding unnecessary disruption to the forest. The goal is to become part of it. 

Fresh from a tropical downpour, the cascading waters of Lata Berkoh cut through the rainforest with renewed energy, creating one of Taman Negara’s most mesmerising sights

A Destination for the Next Generation

One of the challenges facing destinations like Taman Negara is staying relevant in an age dominated by digital experiences. 

Yet the rainforest offers something no screen can replicate — mist rising above ancient trees, rivers winding through the jungle and the humbling feeling of standing within a forest that has endured for millions of years. 

Its value extends beyond adventure. As a living repository of biodiversity, indigenous knowledge and natural heritage, Taman Negara offers a perspective on Malaysia that many, especially younger generations, may not have experienced firsthand. 

After spending time there, I realised its greatest attraction is not any single activity, but the opportunity to disconnect from the digital world and reconnect with the natural one. For younger generations seeking experiences beyond the screen, the resort offers something that cannot be downloaded, filtered or recreated online — the kind of journey that deserves a place on any meaningful bucket list.

• This article first appeared in The Malaysian Reserve weekly print edition 

The post The pearl of the rainforest appeared first on The Malaysian Reserve.