| AbstractThe purpose of this research was to investigate factors that influence private university students’
awareness toward traditional halal heritage food in Malaysia. Quantitative study as applied in this
current study involves 376 private university students. Students’ knowledge, food culture and students’
satisfaction are the variable use in this study to investigate the awareness of the private university
students toward traditional halal heritage foods. Finding reported food culture and students’ satisfaction
toward traditional halal heritage foods encourage their awareness but unfortunately poor knowledge
among the private university students reduces their awareness toward traditional halal heritage foods. It
can be concluded that the awareness toward the traditional halal heritage foods in Malaysia was
important because it was inherited from ancestors, it allows us to learn about the past, it reflects us, not
to forget the old times, it is our culture, it is our history, for the perpetuity of our state, to learn about
past lessons, and that it should be preserved by state protection, followed by allowing it to live on,
raising awareness, claiming it as a heritage, remembering, and warning.