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MAGGI® Sah Malaysia Carnival Honours Malaysians’ Love Affair with Food Through a Celebration of Truly Malaysian Flavours

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First immersive MAGGI® experience celebrates a taste of Malaysia with MAGGI®’s iconic Kari flavour and new SYIOK range

Kuala Lumpur, September 19 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.

This year’s MAGGI® Sah Malaysia theme, “Ini MAGGI® Kita”This year’s MAGGI® Sah Malaysia theme, “Ini MAGGI® Kita”, honours the deep-rooted connection Malaysians share with MAGGI® Kari – an iconic flavour that was first introduced 53 years ago.

Malaysia’s favourite MAGGI® Kari is made with a unique blend of 12 signature spicesMalaysia’s favourite MAGGI® Kari is made with a unique blend of 12 signature spices, slow cooked to perfection to attain the ‘pecah minyak’ stage for the best flavour.

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."

Sah Malaysia Carnival Layout at 1Utama Shopping Centre, SelangorSah Malaysia Carnival Layout at 1Utama Shopping Centre, Selangor

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. 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!

Visitors decorating their personalised bowl at MAGGI® StudioVisitors decorating their personalised bowl at MAGGI® Studio

Savour the Best of MAGGI®’s Culinary Creations 

At the MAGGI® Kitchen, live cooking demonstrations by MAGGI® in-house chef, Chef Sharifah, will showcase three delicious recipes using MAGGI® products, and demonstrating 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.

MAGGI® in-house chef, Chef Sharifah, showcasing how to prepare Ayam Goreng Rempah with MAGGI®MAGGI® in-house chef, Chef Sharifah, showcasing how to prepare Ayam Goreng Rempah with MAGGI® products at the MAGGI® Kitchen

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, 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.


About MAGGI®
MAGGI® is the No. 1 food brand in Malaysia. Its core mission is to create good-food moments that bring families closer together. Through its wide range of products and food solutions, MAGGI® helps Malaysians to prepare tasty and balanced homemade meals for themselves or their families every day. The brand is also committed to the ever-evolving needs of meal providers, providing innovative solutions from noodles to culinary products, which continue to delight and inspire Malaysians to cook the fresh food they love and believe in. To learn more, please visit www.maggi.my or our Facebook page at http://www.facebook.com/MAGGIMalaysia.

About Nestlé Malaysia
Nestlé is the world’s largest food and beverage manufacturer. Headquartered in Switzerland, Nestlé is present in more than 180 countries around the world, and our 270,000 employees are committed to Nestlé’s purpose of unlocking the power of food to enhance quality of life for everyone, today and for generations to come. Our performance is driven by our Nutrition, Health and Wellness strategy. Nourishing Malaysians since 1912, Nestlé has earned the trust of our consumers through our quality brands and products. We are committed to improving the lives of the communities in which we operate, whilst maintaining our Halal excellence and integrity. To learn more about Nestlé, do visit https://www.nestle.com.my/ask-nestle/we-are-nestle.


For more information, please contact: 

Joanna Ooi
MAGGI® PR
Tel: (+603) 6209 5200
E-mail: [email protected]

Affirah Naquiyah
MAGGI® PR
Tel: (+603) 6209 5200
E-mail: [email protected]