This study examines the factors influencing the young generation’s perception of Malay traditional kuih-muih, focusing on knowledge, preparation skills, and eating habits. Malay traditional kuih-muih represent a vital part of Malaysia’s culinary heritage, yet they face a decline in popularity among younger consumers. A quantitative research design was employed, utilising a structured questionnaire distributed to 200 respondents aged between 18 and 30. Descriptive statistics, Pearson correlation, and multiple regression analysis were applied to analyse the data. Findings revealed that all three independent variables have a significant and positive relationship with the young generation’s perception, with preparation skills emerging as the most influential factor, highlighting that hands-on experience and cooking skills play a key role in fostering appreciation and continued practice of traditional foods. This study contributes to the literature by addressing a gap in empirical research on youth attitudes toward intangible food heritage in Malaysia. The results highlight the importance of culinary skill transmission in fostering appreciation of traditional foods, offering implications for education, cultural programmes, and culinary tourism. Future research may expand by including diverse regions of Malaysia or by examining the influence of digital media in shaping culinary preferences.