First immersive MAGGI® experience celebrates a taste of Malaysia with MAGGI®’s iconic Kari flavour and new SYIOK range
Kuala Lumpur, September 20, 2024 – MAGGI® is proud to announce the return of its highly anticipated MAGGI® Sah Malaysia campaign, now in its fifth year, celebrating Malaysia’s vibrant culinary heritage and the dedicated hands behind the local MAGGI® flavours that have become household staples for generations. This year’s theme, “Ini MAGGI® Kita”, honours the deep-rooted connection Malaysians share with MAGGI® Kari – an iconic flavour that was first introduced 53 years ago. Loved across generations of locals, MAGGI® Kari continues to be a true staple in Malaysian kitchens, resonating with Malaysians across all ages and backgrounds.
An experiential Carnival featuring a dynamic series of fun-filled interactive activities is set to captivate visitors across three locations – Petaling Jaya and Cheras in Selangor, as well as George Town in Penang – this September and October, offering an exciting experience for all. Bringing to life Malaysians’ all-time favourite MAGGI® Kari and the exciting new launch of MAGGI® SYIOK range, the Carnival features six distinct zones – Big Bowl, Kitchen, Studio, SYIOK, Mart and Bistro – each designed to offer visitors an engaging, hands-on journey through a spread of interactive experiences and culinary delights.
The MAGGI® Sah Malaysia Carnival will kick off at 1 Utama Shopping Centre in Petaling Jaya from 19–22 September. It will then move to MyTOWN Shopping Centre in Cheras from 11–14 October, and conclude its journey at Gurney Paragon Mall in George Town from 24–27 October.
Ms Ivy Tan Link Cheh, Business Executive Officer of MAGGI®, Malaysia and Singapore, shared, “At MAGGI®, we believe that flavours are the essence of culture, especially in a nation as rich and diverse as Malaysia. Our Sah Malaysia Carnival not only celebrates the beloved MAGGI® Kari, a favourite across the country, but also reaffirms our commitment to preserving and reimagining Malaysia’s culinary heritage. The launch of our MAGGI® SYIOK range and the elevated new MAGGI® Kari KAW is a testament to our dedication to meeting Malaysians’ evolving tastes and delivering the intense flavours and aromas that are increasingly preferred among them.”
“We’re thrilled to bring Malaysians together at this immersive event, where they can reconnect with homegrown flavours and discover how MAGGI® can be part of creating wholesome, balanced meals that honour our local food traditions.”
Embark on a MAGGI® Adventure: Interactive Experiences for All Ages
Visitors will immerse themselves in a first-of-its-kind Kari adventure at the Big Kari KAW Bowl, a captivating digital art installation. Here, they will step into a larger-than-life bowl of MAGGI® Kari KAW – an elevated MAGGI® Kari that underscores MAGGI®’s strides in catering to Malaysians’ preference for bold, intense flavours. Visitors will be able to collaborate with fellow attendees to create the ultimate ‘Malaysian’ bowl of MAGGI® Kari KAW, using a variety of ingredients and toppings, and can even appear on screen as their favourite ingredient. As they share their favourite MAGGI® 2-Minute Noodles flavour and the year they fell in love with MAGGI®, visitors will relive their connection to MAGGI® while learning about the high-quality ingredients behind every MAGGI® product. Two Instagram-worthy photo booths will also be available for visitors to capture and share their special #MaggiKita moments at the Carnival.
At the MAGGI® Studio, visitors have the exciting opportunity to personalise their own bowl with MAGGI® stickers. Crafted from sustainable paper packaging, the bowls reflects MAGGI®’s commitment to reducing plastic waste, helping to eliminate over 600 tons of virgin plastic every year. Don’t miss this chance to create a one-of-a-kind MAGGI® bowl while contributing towards a greener future!
At the MAGGI® Kitchen, live cooking demonstrations by MAGGI® in-house chef, Chef Sharifah, will showcase three delicious recipes using MAGGI® products, and demonstrate the unique ways of creating a balanced meal. In addition, visitors will get treated to a happy MAGGI® cooking hour, where samples of the bold flavours of the MAGGI® Kari KAW and MAGGI® Tom Yum KAW from the latest SYIOK range will be available. They will also have the opportunity to showcase their culinary talent with MAGGI® 2-Minute Noodles at the cooking challenge for a chance to win exclusive prizes.
Everyone has their own special way of enjoying MAGGI® noodles, and now visitors can get creative with their recipes! For those who are looking to experiment with their instant noodle creations, the MAGGI® Bistro allows visitors to create a yummy, balanced meal by mixing and matching four custom toppings with their choice of MAGGI® noodles purchased from the MAGGI® Mart. Exclusive MAGGI® Sah Malaysia Carnival merchandise can also be redeemed with a minimum purchase of RM20.
Camni Baru SYIOK!
In conjunction with the Sah Malaysia Campaign, MAGGI® has also launched a series of local Malaysian favourites. The SYIOK range is a local twist on Malaysians’ favourite flavours, and is available in two soup-based varieties – the robust Kari KAW, the savoury and aromatic Tom Yum KAW, as well as two dry noodle varieties – the zesty Cili Ala Kampung and the aspirational Aglio Olio.
At the SYIOK Zone, visitors can discover which SYIOK squad they belong to by taking a fun personality quiz, followed by a photo opportunity at the MAGGI® SYIOK Kari Dipping Bowl. As a treat, visitors will receive a pack of MAGGI® SYIOK in their preferred flavour, so they can enjoy the KAW taste at home. This new SYIOK range reflects MAGGI®’s dedication to combining innovation with beloved local flavours, delivering products that are truly made by Malaysians, for Malaysians.
