A Celebration of Community, Culture and Culinary Heritage
Communal feasting, traditional dances, and open houses, Pesta Kaamatan and Hari Gawai are more than just harvest celebrations. They are vibrant expressions of muhibah—the cherished spirit of unity, harmony and goodwill. Just like other beloved festivities across Malaysia, culinary delights take centre stage in people’s hearts. Yet, beyond the bountiful spreads, lies a heartfelt connection: Kaamatan and Gawai bring people together—on shared values, traditions, identity and belonging.
A campaign rooted in tradition and community
MAGGI® is easing into the final celebration with a grand finale of its Jom Masak & Menang Bersama Contest. Themed “Honouring the Cooks Behind Festivities”, this year’s Gawai Kaamatan campaign serves as a culmination that celebrates home cooks, mothers, elders, and grassroots chefs who preserve our rich cultural heritage through food. Every shared meal is a connection that keeps our traditions alive and bridges generations.
Since 2003, MAGGI® has become ingrained in local communities, sharing the joy of Gawai and Kaamatan not just as a brand, but as part of the ‘East Malaysian family’. Over the past two months, MAGGI® has deepened these connections through engaging activities, heartfelt stories, and community outreach, culminating in a grand finale filled with joy and excitement.
A lasting legacy of food and culture
At the heart of this campaign are two esteemed local chefs—Chef Melvin Gatu from Sabah and Chef Laura Sim Bara from Sarawak—two cultural custodians dedicated to preserving traditional recipes. In collaboration with these culinary ambassadors, MAGGI® has co-created festive dishes that blend authentic East Malaysian flavours with MAGGI®’s popular staples like MAGGI® CukupRasa™ and MAGGI® Sambal Tumis. Not only these flavours bring convenience to modern cooking, but also make wholesome meals accessible to anyone, anywhere. After all, food connects people with their roots and heritage, while creating a sense of belonging, and building meaningful relationships within our communities.
“Over the years, MAGGI® has become more than just a brand in Sabah. It’s a trusted kitchen companion not only during festive occasions but also in our customers’ everyday meals,” said Rina Chin, MAGGI® Sales Planning Manager, Sabah—a local who feels honoured to be able to engage with the community throughout Kaamatan celebrations.
“It’s about a deep bond we share with our consumers, a connection that goes beyond products and is truly priceless. Being part of many special occasions in Sabah, MAGGI® helps create a tradition of cherished moments that people genuinely look forward to each year,” she added.
Beyond recipes, MAGGI®’s long-standing ‘Jom Masak & Menang Bersama’ annual contest holds firm to a tradition spanning over 20 years. From May 1st to June 30th, 2025, for every RM8 spent on participating MAGGI® products, RM0.10 would be contributed to NGOs supporting community upliftment, especially women empowerment, in Sabah and Sarawak. This year, PACOS Trust, Sabah (Partners of Community Organisation) supporting indigenous community development, and PurpleLily (Sarawak) empowering women through financial literacy and skills training—are the two beneficiaries to receive the collective donation during the grand finale—a ‘ giving back to the community’ gesture of MAGGI®’s enduring commitment to social responsibility.
“Every year, our Gawai campaign resonates deeply with the people because it reflects the local culture, from traditional ethnic costumes to themes that celebrate who they are. It’s more than just a campaign; it’s a moment of how the people of Sarawak want themselves to be seen and how the annual festival is celebrated in a meaningful way,” remarked Amelia Chin Ai Ling, MAGGI® Field Sales Executive, Kuching.
MAGGI® Kari tiada ganti—a flavour that satisfies every sense
More than just a bowl of noodles, MAGGI® Kari offers a true Malaysian cultural experience. With its iconic aroma to the soul-warming taste, MAGGI® Kari is part of who we are. Beloved for its consistent, bold and deeply satisfying 12-spice broth, it is a sensory staple that transcends age, region and occasion. Moreover, it is a national favourite—a symbol of comfort and love shared across Malaysia.
As we build excitement for the Jom Menang dan Masak Bersama grand finale anchored by “MAGGI® Kari Lah, get ready for a vibrant 3-day celebration of taste and togetherness. This is the first ever nationwide Kari-Lah event that will immerse East Malaysians through a full-sensory journey where visitors can see, smell, hear, touch and taste the essence of MAGGI® Kari.
The roadshow will be activated across key states with interactive games, photo ops, cooking demo, and your own personalized bowl of MAGGI®, rallying nationwide excitement with the first tour landing in Kuching, Sarawak!
While the first two days will see MAGGI® Kari Lah taking centre stage, it’s the culmination of the Gawai-Kaamatan campaign on the third and last day that keeps everyone suspense! In Sarawak, the Jom Masak & Menang Bersama grand finale will be held at VivaCity Megamall, Kuching, from August 1st to 3rd; while in Sabah, it takes place from August 8th to 10th, at ITCC Mall, Kota Kinabalu.
Seven lucky finalists from the Jom Masak dan Menang Bersama Contest are set to come together for an exciting showdown with the chance to drive home a brand-new Isuzu D-Max. First and second runners-up will take home branded cookware worth RM3,000 and RM1,500 respectively.
“The grand finale will be a showcase of lively and energetic celebration that captures the true spirit of Gawai as it brings people together in the most festive way. I hope this year’s celebration will be just as joyful and memorable for everyone,” Amelia said.
For over two decades and so on, MAGGI® will remain close to the hearts of East Malaysians, celebrating the precious moments of Gawai-Kaamatan with locals, while continuing to preserve culinary heritage through food for many generations to come. More than just a household favourite, MAGGI® serves as a bridge between tradition and modernity, weaving generations together through the universal language of food.
Join the crowd for a taste of flavour and festivity in a full-blown event packed with joy and mouth-watering moments.
