Sashidaran Gunathevan
Mi MAGGI celebrated 51 years of history with Malaysians through its annual MAGGI® SAH Malaysia!, organised in conjunction with Malaysia’s 65th Independence Day and 59th Malaysia Day recently.
The campaign reached its culmination via a Grand Finale and on-ground fiesta celebration as MAGGI®‘s biggest event of the year, held today at the architectural and historical landmark of the Malaysia Tourism Centre (MaTiC).
Introduced in Malaysia in 1971, Mi MAGGI® has since been a Malaysian favourite, from a hearty bowl of MAGGI® Soup noodles at home to a plate of MAGGI® Mi Goreng at the restaurant.
Speaking at the media event today, the CEO of Nestle, Juan Aranols, said that the MAGGI® SAH Malaysia! campaign themed Kembara DuniaKu Bersama MAGGI® celebrates the richness and heritage of MAGGI® creations from home to food outlets, paying tribute to the culinary creativity of warungs, Mamak stalls and food trucks nationwide, all of which form the colourful fabric of Malaysian lifestyle.
“MAGGI® SAH Malaysia!, into its third year, aims to bring out the best of Malaysian food culture – of eating together and connecting at the local eateries with their favourite MAGGI® dish.
Many food operators were hard hit during the COVID-19 pandemic. Now, with more Malaysians eating out and socialising again as normalcy resumed, this campaign aims to celebrate their unique and viral Mi MAGGI® creations!” said Juan.
Through the Kembara DuniaKu MAGGI®, SAH Malaysia! travelogue hosted by MAGGI® Ambassador Sheila Rusly, MAGGI® CukupRasa Ambassador Datin Paduka Eina Azman and MAGGI® Pedas Giler Ambassador MK K-Clique, MAGGI® tracked down 12 local warungs and eateries nationwide to capture their viral MAGGI® recipes.
These food operators were presented with a MAGGI® SAH Malaysia! plaque today in recognition of their Malaysian-endorsed signature MAGGI® dish.
These viral recipes inspired other food operators to submit their creative MAGGI® recipes through the ResipiKu KreaktifKu online challenge. The eight finalists today will vie for total cash prizes of RM10,000.
The MAGGI® SAH Malaysia! campaign also celebrates consumers’ creativity through the ResipiKu DuniaKu challenge, culminating in today’s “live” cook-off session where 12 consumer finalists vie for three Grand Prizes of RM5,000 cash prizes each.
At the event today, honorary plaques were also accorded to the Persatuan Pengusaha Restoran Muslim Malaysia (PRESMA) and Persatuan Pengusaha Restoran India, Malaysia (PRIMAS) in recognition of their contributions and efforts in regulating and revitalising the food operators’ businesses in Malaysia in the new normal, and for their long-standing support for MAGGI® by their members comprising over 4,500 and 1,500 vendors in PRESMA and PRIMAS, respectively.
Business Executive Officer of MAGGI® Geetha Balakrishna acknowledged that Malaysian food operators have journeyed for decades with MAGGI®, similarly with our diverse consumers across all walks of life. The latter continues to enjoy MAGGI® good food moments while creating warm, memorable connections. MAGGI® SAH Malaysia! is a celebration of the long-standing relationship with Malaysians.
“In line with the spirit of “You and MAGGI®, Cook The Difference”, we aim to inspire and encourage Malaysians to make a difference through cooking – be it for themselves, for their loved ones at home or sustaining their food businesses through creating ‘eureka’ moments with crowd-pulling MAGGI® dishes,” quipped Geetha.
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