Savouring Tradition and Celebrating Food, Culture and Community: MAGGI's Heartfelt Tribute to the Heritage of Sarawakians through the Annual Gawai Campaign

Borneo Post

30-05-2025

The winners of the 'Jom Masak & Menang Bersama' 2024.
KUALA LUMPUR (May 30): For generations, MAGGI® has been more than just a staple in Malaysian kitchens, it has been a trusted companion, flavouring not only food, but also the moments that bring families and communities together.
Its presence is deeply woven into the fabric of Malaysian life, and nowhere is this more evident than during the Gawai season in East Malaysia.
As the people of Sarawak come together to celebrate Gawai with family, MAGGI® proudly continues its long-standing tradition of being part of these cherished festivities.
Since 2003, MAGGI® has held a meaningful role in these celebrations, a symbol of home, heritage, and the joy of togetherness through food.
As families gather to celebrate the harvest and pay tribute to their cultural heritage, MAGGI® remains a cherished part of the festivities, uniting generations through the power of food.
This year, MAGGI® embraces the theme, 'Honouring the Cooks Behind the Festivities', a tribute to the unsung heroes consisting of mothers, elders, home cooks, and grassroots chefs who pass down treasured recipes, cultural values, and family traditions through the meals they lovingly prepare. The souls of every celebration that quietly connects the past with the present, one dish at a time.
To preserve and share this culinary heritage, every year MAGGI® introduces festive recipes that pay tribute to the authentic flavours of Sarawak.
These recipes spotlight local ingredients and traditions while also showcasing the authentic flavours of Bornean cuisine in ways that are accessible to home cooks everywhere.
From Nasi Goreng Daun Pucuk Ubi, Sambal Terung Dayak Tunu and Umai Udang Asam Laksa, these dishes reflect carefully crafted recipes with modern-day twist of convenience and these recipes are made available on maggi.my.
Essential to these recipes are kitchen staples like MAGGI® CukupRasa™ and MAGGI® Sambal Tumis, loved by many for their ability to help home cooks achieve depth and authenticity in their meals. And to those who crave speedy meals, MAGGI® Kari and MAGGI® Asam Laksa are especially loved by East Malaysians for their rich and authentic flavours.
Building on the commitment of preserving heritage, MAGGI® takes a meaningful step to collaborate with a
passionate Sarawakian chef who embodies the spirit of culinary heritage.
Visit maggi.my for more recipe inspiration.
In Sarawak, MAGGI® partners with Chef Laura Sim Bara, an Iban-Bidayuh chef passionate about preserving the culinary heritage of her homeland. Chef Laura brings heart and history to every festive creation with her Iban and Bidayuh dishes.
Her journey into the culinary world began in her 40s, when she made a bold career pivot and pursued formal training. Today, she mentors young chefs, teaches at culinary institutions, and serves as a key member of the Culinary Heritage and Arts Society Sarawak (CHASS).
For Chef Laura, Gawai is a time to reflect, give thanks, and reconnect with one's cultural roots.
'Gawai is a moment of reflection, gratitude, and connection. I cook to keep those memories alive. Dishes like Ikan Baung Soup with Paku Pakis take me back to foraging with my grandfather where those are moments I hold close. Cooking is how I honour the land, the people, and the spirit of Sarawak,' shares Chef Laura.
Through this partnership with MAGGI®, Chef Laura shares her heritage-inspired recipes with a wider audience, using familiar products to make traditional flavours more approachable for home cooks.
'I'm truly thankful to MAGGI® for recognising the value of our traditions and giving me a platform to share them,' she says.
'With MAGGI® Sambal Tumis and CukupRasa™, I can make authentic Sarawakian dishes easier for younger generations to recreate at home without compromising on flavour. Together with MAGGI®, I hope to keep our culinary legacy alive, vibrant, and meaningful.'
This shared mission of empowerment extends beyond the kitchen as MAGGI®'s beloved 'Jom Masak & Menang Bersama' campaign returns from May 1 to June 30, rewarding loyal consumers and giving back to the communities.
With every RM8 spent on MAGGI® products, participants can submit receipts for a chance to win prizes including cash and even a car.
The impact of the campaign goes further with RM0.10 from every entry being donated to local NGOs, such as PurpleLily, which supports women's empowerment programmes.
Another impact of this initiative is best seen through real-life stories, like Madam Tang Hung King, the 2021 winner from Sibu, Sarawak. A food supplier serving rural communities with MAGGI® and other goods, Madam Tang saw a major transformation in her business after winning the Isuzu D-Max.
'It allowed me to carry more stock, reach farther areas, and grow my business much more quickly. Not long after, I was even able to purchase a second vehicle for my operations, all because of that first big step with MAGGI®,' she shared.
'I actually knew about the MAGGI® 'Jom Masak & Menang Bersama' contest quite early on but only decided to participate a few years later when I saw it again at the supermarket. Since I regularly buy MAGGI® products anyway, I figured why not just submit my receipt.
'Now, every year, I encourage my friends and family to join. Most of them already use MAGGI® products, so I always tell them, just give it a shot ! You never know how one receipt could change everything.'
MAGGI®'s commitment doesn't end with seasonal celebrations as the brand continues to support East Malaysian communities year-round through long-term partnerships with organisations like Helping Hands Penan, Hope Place, and the Malaysian Red Crescent Society, focusing on women empowerment, skills development, education, and essential aid.
This year, MAGGI® strengthens this commitment by continuing its partnership with PurpleLily, a non-governmental organisation dedicated to empowering women and girls by providing financial literacy, life skills training, and leadership development while also fostering confidence and creating brighter futures within local communities.
Through on-ground events including cooking carnivals, roadshows, cooking demonstrations, and competitions, MAGGI® hopes to create festive moments where communities can share culinary talents, enjoy games, and celebrate their heritage with pride and unity.
These experiences allow MAGGI® to listen, learn, and serve East Malaysian families with sincerity and purpose for their festive Gawai celebrations.
MAGGI® invites all Malaysians to reflect on the power of food to unite us, preserve our heritage, and inspire change.
From cherished recipes and empowering campaigns to partnerships rooted in care, MAGGI® remains a steadfast ally in the kitchen and beyond.
As families come together to celebrate Gawai, let's honour the cooks who bring the feast to life, cherish our traditions, and cook with a heart full of MAGGI® by our side. community food Gawai Dayak Maggi