MAGGI: 50 years of ‘Air Tangan’ in Malaysian homes

MAGGI, an integral part of Malaysian households for over five decades, has marked a special place in the hearts and kitchens of Malaysians since its inception in 1969. From classic favorites like Chilli Sauce to the beloved MAGGI 2-Minute Noodles, MAGGI has seamlessly blended into countless homes, becoming synonymous with good-food moments.

With a presence in 9 out of 10 households, MAGGI has become the go-to brand for expressing love and a personal touch through cooking – known as ‘Air tangan’.

In a recent celebratory event, MAGGI highlighted the essence of ‘cita rasa’ Malaysia through Malaysians’ ‘air tangan’. Four passionate food enthusiasts showcased their culinary creativity using a range of MAGGI products, including transforming MAGGI Asam Laksa Noodles into an authentic Sabahan dish with local ingredients.

MAGGI is truly made by Malaysians

‘Air tangan’ is not just a culinary language of love but also a testament to the dedication of Malaysians who work tirelessly behind each MAGGI product. With two manufacturing facilities in Selangor and Sarawak, MAGGI is truly made by Malaysians, committed to bringing the local taste to Malaysian homes.

Juan Aranols, CEO of Nestlé (Malaysia) Berhad, expressed his pride in the generations of Malaysians who have built MAGGI. He acknowledged the contribution of Nestlé Chili Club farmers, chefs, factory workers, sales representatives, and the commercial team in delivering products that meet Malaysians’ high expectations with trust and love.

In a spirit of celebration, MAGGI recognized several dedicated colleagues who have played pivotal roles. Noraini binti Ismail, a chili farmer for 23 years, constantly upgraded her farming techniques to ensure top-quality chilies for MAGGI Chilli Sauce.

Mohd Khusaini Bin Awang, the Factory Quality Assurance Manager for 27 years, ensured the quality and taste consistency of MAGGI 2-Minute Kari Noodles.

MAGGI across all walks of Malaysian life

Ivy Tan, Business Executive Officer of MAGGI, Nestlé (Malaysia) Berhad, emphasized the warm and memorable moments created by MAGGI across all walks of Malaysian life. The distinctive taste crafted by Malaysians’ ‘air tangan’ has made MAGGI a truly Malaysian brand, loved by Malaysians.

As part of the celebration, MAGGI invites all Malaysians to share their own ‘Air Tangan’ stories with the hashtag #MAGGIAirTanganKita and tag @maggi.malaysia.

Whether it’s a cherished recipe or a significant life moment involving any of the MAGGI products, Malaysians are encouraged to share their stories.

MAGGI’s 50-year journey in Malaysia is not just about food but the love, dedication, and ‘air tangan’ of Malaysians that have made it an enduring household name.

MAGGI’s five-decade legacy in Malaysia is a testament to the brand’s deep connection with Malaysians. From iconic chili sauce to 2-Minute Noodles, it has been a trusted companion in kitchens across the country, weaving cherished food memories.

The ‘air tangan’ of Malaysians is the secret ingredient that makes MAGGI special, and the brand continues to celebrate the diverse culinary traditions of the nation.