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MAGGI® Celebrates Unsung Heroes of the Kitchen This Chinese New Year, Honouring Cooks Who Keep Traditions Alive Through Food

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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. 

Celebrate the spirit of Chinese New Year with a flavourful spreadCelebrate the spirit of Chinese New Year with a flavourful spread made more convenient by MAGGI® products, featuring (clockwise from top right) Auspicious Steamed Grouper, Prosperity Sweet and Sour Prawns Delight, Golden Abundance Pumpkin with Broccoli and Scallops, Fortune Herbal Village Chicken, and Eternal Joy Yee Sang – perfect for a table full of joy, prosperity, and togetherness.

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.

Toss to prosperity and abundance with a twist this CNY – MAGGI® Eternal Joy Yee SangToss to prosperity and abundance with a twist this Chinese New Year – MAGGI® Eternal Joy Yee Sang is made more SYIOK! with MAGGI® SYIOK Cili Ala Kampung and MAGGI® CukupRasa, offering a spicy and savoury kick to your celebrations!

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/.

MAGGI® Golden Abundance Pumpkin with Broccoli and ScallopsMAGGI® Golden Abundance Pumpkin with Broccoli and Scallops is a balanced and wholesome festive delight, elevated with MAGGI® Chicken Stock Cube and MAGGI® Oyster Sauce for a delicious harmony of flavours.

MAGGI®’s Auspicious Steamed GrouperBring in abundance this Chinese New Year with MAGGI®’s Auspicious Steamed Grouper – a delicate, flavourful dish perfected with the rich umami and savoury depth of MAGGI® Oyster Sauce, MAGGI® Liquid Seasoning, and MAGGI® Concentrated Chicken Stock for a memorable centrepiece at the reunion table.

MAGGI® Prosperity Sweet and Sour Prawns DelightWelcome joy and laughter to your Chinese New Year gatherings with MAGGI® Prosperity Sweet and Sour Prawns Delight – a mouthwatering succulent creation made using a trio of MAGGI® Chili Sauce, Oyster Sauce, and Tomato Sauce for the perfect festive feast!

MAGGI® Fortune Herbal Village ChickenComplete your festive spread with MAGGI® Fortune Herbal Village Chicken – a comforting and fragrant dish made with the goodness of MAGGI® Concentrated Chicken Stock, perfect for warming up hearts and bellies during family gatherings.

MAGGI®’s nationwide e-Ang Pao contestStart the year on a prosperous note by winning up to a total of RM300,000 worth of red packets in MAGGI®’s nationwide e-Ang Pao contest, “Peraduan Keriangan Perayaan dari Hati ke Hidangan”.

MAGGI®’s #CelebrationOfCooks social media contestPay tribute to the cooks who make Chinese New Year special in MAGGI®’s #CelebrationOfCooks social media contest for a chance to win a full Cosmic Cookware Galaxy Trio set worth over RM400.


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: Nourishing Malaysians for Over a Century

Since 1912, Nestlé has been nourishing Malaysians and earning their trust through our quality brands and products. We take pride in our role as a responsible corporate citizen, striving to improve the communities in which we operate. Today, we operate six factories, employing over 5,000 Malaysians. All our products are Halal, making us the largest Halal manufacturer for Nestlé globally.

As the world's largest food and beverage manufacturer, with our headquarters based in Switzerland, Nestlé operates in over 180 countries. With a workforce of over 270,000 dedicated employees, we are driven by our purpose to unlock the power of food, enhancing the quality of life for everyone, both today and for future generations. Our commitment to nutrition, health, and wellness guides our performance, ensuring we deliver on our promise of GOOD FOOD, GOOD LIFE.

To discover more about our century-long journey of nourishing Malaysians, please visit our website at 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]