Kuala Lumpur, 16 January 2025 – This Chinese New Year, MAGGI® continues to honour the unsung heroes in Malaysian kitchens – cooks whose unwavering passion and skill preserve the flavours that reunite families and communities during the festive season. In the second edition of its “The Heart & Soul of Chinese New Year” campaign, MAGGI® celebrates these everyday champions whose cooking ensures that the spirit of Chinese New Year is kept alive across generations.
For over 50 years, MAGGI® has been a beloved staple in Malaysian homes, not just for its convenience, but for its role in helping families prepare meals that create meaningful connections. Food is at the heart of every festive gathering, and MAGGI® understands the essential role of cooks in nurturing relationships, celebrating culture, and preserving recipes. Therefore, MAGGI® continues to proudly honour the cooks who reunite families and safeguard culinary customs with their heartfelt cooking.
Ms. Ivy Tan Link Cheh, Business Executive Officer of MAGGI® Malaysia and Singapore, shared, “At MAGGI®, we recognise that cooks do much more than create delicious dishes; they are the guardians of our culture, our traditions, and our shared memories. During Chinese New Year, their efforts help bring families closer, reconnecting us with our heritage through food. It is our privilege to honour their contributions and champion the appreciation of cooks from all kitchens in Malaysia, big or small, as part of our broader mission of preserving Malaysia’s vibrant culinary traditions.”
This year’s campaign invites Malaysians to express their gratitude to unsung heroes in their lives —whether they are family members, community cooks, or professional chefs — who continue to pass down the rich flavours and heartfelt traditions of Chinese New Year. As part of the campaign, MAGGI® is showcasing stories of Malaysians giving thanks to the cooks in their lives. These inspiring stories will be featured through various platforms, such as MAGGI®’s Heart of the Feast content series on social media, and the “Taste of Home” Chinese New Year special in partnership with Astro AEC, all aimed at giving a spotlight to those who continue to keep the heart and soul of Chinese New Year alive.
Through the #CelebrationOfCooks social media contest that runs until 15 February 2025, Malaysians are invited to share personal stories on Instagram or TikTok, paying tribute to the cooks who make their Chinese New Year special. Seventy winners in total with the most heartwarming stories will be selected to win a full Cosmic Cookware Galaxy Trio set worth over RM400.
As Malaysia’s long-standing kitchen companion during Chinese New Year celebrations, MAGGI® has launched a new series of modernised Chinese New Year recipes to inspire Malaysians this festive season. Dishes such as Prosperity Prawns Delight, Eternal Joy Yee Sang (made with MAGGI® Syiok Cili Ala Kampung Goreng), and Fortune Herbal Village Chicken put a fresh twist on classic recipes, offering families a convenient way to enjoy festive meals while honouring Malaysia’s rich culinary heritage. These recipes showcase the versatility of MAGGI® products, making it easier for families to prepare heartwarming reunion meals that are both meaningful and delicious.
In the spirit of abundance, MAGGI® is also launching a nationwide e-Ang Pao contest, “Peraduan Keriangan Perayaan dari Hati ke Hidangan”, from 14 December 2024 until 16 February 2025. The contest will offer Malaysians a chance to start the year on a prosperous note by winning up to total of RM300,000 worth of red packets with every purchase of MAGGI products worth RM10.
For more information on MAGGI®’s “The Heart & Soul of Chinese New Year” campaign, please visit https://www.maggi.my/.