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Daily Express
04-08-2025
- Entertainment
- Daily Express
Get Ready for the Grand Finale of MAGGI®'s Jom Masak & Menang Bersama!
Published on: Monday, August 04, 2025 Published on: Mon, Aug 04, 2025 Text Size: MAGGI®️'s engagement with local communities during Tematu Ethnofest 2025. A Celebration of Community, Culture and Culinary Heritage Communal feasting, traditional dances, and open houses, Pesta Kaamatan and Hari Gawai are more than just harvest celebrations. They are vibrant expressions of muhibah – the cherished spirit of unity, harmony and goodwill. Just like other beloved festivities across Malaysia, culinary delights take centre stage in people's hearts. Yet, beyond the bountiful spreads, lies a heartfelt connection: Kaamatan and Gawai bring people together – on shared values, traditions, identity and belonging. A campaign rooted in tradition and community MAGGI® is easing into the final celebration with a grand finale of its Jom Masak & Menang Bersama Contest. Themed 'Honouring the Cooks Behind Festivities', this year's Gawai Kaamatan campaign serves as a culmination that celebrates home cooks, mothers, elders, and grassroots chefs who preserve our rich cultural heritage through food. Every shared meal is a connection that keeps our traditions alive and bridges generations. Since 2003, MAGGI® has become ingrained in local communities, sharing the joy of Gawai and Kaamatan not just as a brand, but as part of the 'East Malaysian family'. Over the past two months, MAGGI® has deepened these connections through engaging activities, heartfelt stories, community outreach, culminating in a grand finale filled with joy and excitement. A lasting legacy of food and culture At the heart of this campaign are two esteemed local chefs – Chef Melvin Gatu from Sabah and Chef Laura Sim Bara from Sarawak – two cultural custodians dedicated to preserving traditional recipes. In collaboration with these culinary ambassadors, MAGGI® has co-created festive dishes that blend authentic East Malaysian flavours with MAGGI®'s popular staples like MAGGI® CukupRasa™ and MAGGI® Sambal Tumis. Not only these flavours bring convenience to modern cooking, but also make wholesome meals accessible to anyone, anywhere. After all, food connects people with their roots and heritage, while creating a sense of belonging, and building meaningful relationships within our communities. 'Over the years, MAGGI® has become more than just a brand in Sabah. It's a trusted kitchen companion not only during festive occasions but also in our customers' everyday meals,' said Rina Chin, MAGGI® Sales Planning Manager, Sabah – a local who feels honoured to be able to engage with the community throughout Kaamatan celebrations. 'It's about a deep bond we share with our consumers, a connection that goes beyond products and is truly priceless. Being part of many special occasions in Sabah, MAGGI® helps create a tradition of cherished moments that people genuinely look forward to each year,' she added. Beyond recipes, MAGGI®'s long-standing 'Jom Masak & Menang Bersama' annual contest holds firm to a tradition spanning over 20 years. From May 1st to June 30th, 2025, for every RM8 spent on participating MAGGI® products, RM0.10 would be contributed to NGOs supporting community upliftment, especially women empowerment, in Sabah and Sarawak. This year, PACOS Trust, Sabah (Partners of Community Organisation) supporting indigenous community development, and PurpleLily (Sarawak) empowering women through financial literacy and skills training – are the two beneficiaries to receive the collective donation during the grand finale – a ' giving back to the community' gesture of MAGGI®'s enduring commitment to social responsibility. 'Every year, our Gawai campaign resonates deeply with the people because it reflects the local culture, from traditional ethnic costumes to themes that celebrate who they are. It's more than just a campaign; it's a moment of how the people of Sarawak want themselves to be seen and how the annual festival is celebrated in a meaningful way,' remarked Amelia Chin Ai Ling, MAGGI® Field Sales Executive, Kuching. MAGGI® Kari tiada ganti - a flavour that satisfies every sense More than just a bowl of noodles, MAGGI® Kari offers a true Malaysian cultural experience. With its iconic aroma to the soul-warming taste, MAGGI® Kari is part of who we are. Beloved for its consistent, bold and deeply satisfying 12-spice broth, it is a sensory staple that transcends age, region and occasion. Moreover, it is a national favourite – a symbol of comfort and love shared across Malaysia. As we build excitement for the Jom Menang dan Masak Bersama grand finale anchored by 'MAGGI® Kari Lah, get ready for a vibrant 3-day celebration of taste and togetherness. This is the first ever nationwide Kari-Lah event that will immerse East Malaysians through a full-sensory journey where visitors can see, smell, hear, touch and taste the essence of MAGGI® Kari. The roadshow will be activated across key states with interactive games, photo ops, cooking demo, and your own personalized bowl of MAGGI®, rallying nationwide excitement with the first tour landing in Kuching, Sarawak! While the first two days will see MAGGI® Kari Lah taking centre stage, it's the culmination of the Gawai-Kaamatan campaign on the third and last day that keeps everyone suspense! In Sarawak, the Jom Masak & Menang Bersama grand finale will be held at VivaCity Megamall, Kuching, from August 1st to 3rd; while in Sabah, it takes place from August 8th to 10th, at ITCC Mall, Kota Kinabalu. Seven lucky finalists from the Jom Masak dan Menang Bersama Contest are set to come together for an exciting showdown with the chance to drive home a brand-new Isuzu D-Max. First and second runners-up will take home branded cookware worth RM3,000 and RM1,500 respectively. 'The grand finale will be a showcase of lively and energetic celebration that captures the true spirit of Gawai as it brings people together in the most festive way. I hope this year's celebration will be just as joyful and memorable for everyone,' Amelia said. For over two decades and so on, MAGGI® will remain close to the hearts of East Malaysians, celebrating the precious moments of Gawai-Kaamatan with locals, while continuing to preserve culinary heritage through food for many generations to come. More than just a household favourite, MAGGI® serves as a bridge between tradition and modernity, weaving generations together through the universal language of food. Join the crowd for a taste of flavour and festivity in a full-blown event packed with joy and mouth-watering moments. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available. Stay up-to-date by following Daily Express's Telegram channel. Daily Express Malaysia
Borneo Post
30-05-2025
- Entertainment
- Borneo Post
Savouring Tradition and Celebrating Food, Culture and Community: MAGGI's Heartfelt Tribute to the Heritage of Sarawakians through the Annual Gawai Campaign
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 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 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
