MAGGI empowers first-time hosts this Chinese New Year

As Chinese New Year approaches, MAGGI® is turning the spotlight on a group often working quietly behind the scenes of festive reunions — home cooks, particularly young Malaysians stepping into hosting roles for the very first time. From sons and daughters to newlyweds and young families, many who once helped set the table are now leading the kitchen, carrying the responsibility of recreating cherished flavours while managing modern-day pressures.

Recognising that festive cooking can feel daunting, especially when expectations run high, MAGGI® is positioning itself as a supportive partner this season. Through practical cooking tools, guided recipes and trusted flavour solutions, the brand aims to make preparing reunion meals a joyful and confidence-building experience rather than an overwhelming one.

Passing the apron, preserving tradition

Across Malaysian Chinese households, the changing of hands in the kitchen reflects a broader generational shift. Younger hosts are keen to honour tradition, yet also eager to cook in ways that fit their lifestyles. Balancing familiar tastes, dietary preferences and time constraints can be challenging, particularly during Chinese New Year when meals carry deep symbolic meaning.

MAGGI® acknowledges this transition and encourages families to embrace it, noting that while methods may evolve, the love behind the meal remains constant. By offering flavour bases and step-by-step guidance, the brand hopes to help new-generation cooks recreate the tastes of home while adding their own personal touch.

“Taking charge of the reunion table for the first time is both an honour and a responsibility,” said Ms. Ivy Tan Link Cheh, Business Executive Officer of MAGGI®. “You want the dishes to taste familiar, yet reflect your own touch. Our role is to walk with you on that journey with recipes, tools and trusted flavour bases so you can prepare meaningful meals with ease and confidence.”

Inspiring festive menus with Wheel of Flavours

Central to MAGGI®’s Chinese New Year initiative is the MAGGI® Wheel of Flavours, an interactive experience designed to inspire festive menu planning. Tailored for both seasoned cooks and first-time hosts, the Wheel guides users through Chinese New Year dishes aligned with traditional blessings of prosperity, health, abundance and happiness.

Dishes include options such as MAGGI® Auspicious Ginger Steamed Fish and Prosperity Reunion Pot under the prosperity theme, alongside comforting selections like Prosperity Spring Chicken Coconut Soup for health, and celebratory favourites such as Eternal Joy Yee Sang and Joyful Reunion Dumpling Soup for happiness.

Each recipe is developed in collaboration with MAGGI® cooks and features core products such as MAGGI® Oyster Sauce, Chicken Stock Cube and Concentrated Chicken Stock to elevate flavours while keeping preparation manageable. The recipes are also paired with MyMenu IQ, enabling hosts to plan balanced menus suited to their gatherings.

Rewarding loyalty beyond the reunion table

Beyond the kitchen, MAGGI® is extending festive cheer through the “Riang Raya Bersama MAGGI®” Chinese New Year edition contest, offering prizes worth over RM500,000. Running from 1 January to 19 April 2026, the campaign spans Chinese New Year through to Ramadan and Raya, reflecting MAGGI®’s presence across Malaysia’s festive calendar.

With every RM10 spent on MAGGI® products, consumers stand a chance to win prizes including two Proton X50 vehicles, 999.9 fine gold MAGGI®-inspired pieces and thousands of e-wallet rewards.

By focusing on those who cook and recognising their efforts, MAGGI® reinforces its role in Malaysian homes — helping families celebrate with confidence, connection and heartfelt flavours that begin, as always, from the heart.