By DayakDaily Team
KUCHING, Aug 4: In a joyous closing tribute to the traditions and hearty community spirit of Sarawak’s Gawai season, MAGGI® shone the spotlight on enticing local flavours and cooks who represent the true essence of its theme, ‘Honouring the Cooks Behind the Festivities’ campaign.
The lively grand finale of the ‘Jom Masak & Menang Bersama’ campaign, which took place on August 3, 2025, at VivaCity Megamall Kuching, brought together enthusiastic home cooks, families, foodies, and others for a feast of the senses.
Each year, MAGGI® celebrates Sarawak’s culinary heritage during Gawai as an immersive experience centred around the deep love for food and the meaningful moments shared as a community.
A beloved companion in Sarawakian households and deeply embedded in the local culture and heritage, MAGGI® not only connects people and strengthens bonds through food, but also empowers communities by supporting local causes and non-governmental organisations (NGOs).
Following an exciting two-month journey across Sarawak, seven finalists went head-to-head to demonstrate their culinary skills in a cooking competition under the tagline ‘Warisan Citarasa Sarawak’.
Each contestant was challenged to create a dish using a mystery box featuring local ingredients such as ‘Ikan Salei Lumek’ and ‘Sayur Kecei’, paying tribute to the flavours and traditions that define Sarawak’s rich food legacy.
Based on these dishes, the panel of judges then selected the top three contestants, who advanced to the second round for a sensorial taste test challenge, where they had to identify five unknown ingredients. The finalist who named all five ingredients correctly was crowned the grand prize winner.
Emerging as champion, Norihan Bt Jamil, a housewife from Kuching, won the Isuzu D-Max, while the first runner-up received branded cooking appliances worth RM 3,000. The remaining five finalists also received RM1,500 worth of branded cooking appliances each.
Additionally, as part of the ‘Jom Masak & Menang Bersama MAGGI®’ contest, every purchase of MAGGI® products between May 1 and June 30, 2025, saw MAGGI® donating RM0.10, with the total of RM15,000 channelled towards PurpleLily Social Association Kuching, a Sarawak-based NGO that uplifts women and families.
Dato Sri Fatimah Abdullah, Minister of Women, Early Childhood, and Community Wellbeing Development of Sarawak, said, “Every year, MAGGI® has made our Gawai Dayak celebrations extra special, with sincere support and care that allow us to celebrate our culture and traditions with great joy.
“Going beyond this, MAGGI®’s support for the less privileged and its efforts to empower women through initiatives like ‘Wanita Cukup Berani’ have remained a constant part of the betterment of communities in Sarawak.
“We are immensely fortunate for this and look forward to a longstanding partnership.”
Ivy Tan Link Cheh, Business Executive Officer of MAGGI®, Malaysia and Singapore, said, “We are deeply grateful for the support from Sarawakians and honoured to be part of their lives and celebration each year.
“Through worthy partnerships and heartfelt contributions during Gawai, MAGGI® can lend a helping hand to underserved communities so they can move forward in life.
“Our strong heritage and presence in Sarawak continue to enrich our annual campaign, enabling us to strengthen respect for local traditions and cuisine through the stories of everyday cooks and their powerful role in preserving culture and connecting generations, while also unifying people.”
Taking it up a notch this year, MAGGI® paid tribute to a true Malaysian favourite – MAGGI® Kari-Lah, a flavour that hits every sense.
MAGGI® Kari is a beloved cultural icon known for its consistent, bold, and deeply satisfying 12-spice broth. Its signature aroma and soul-warming taste have long united Malaysians across generations, states, and occasions.
Bringing to life the spirit of taste and togetherness, the MAGGI® Kari-Lah Roadshow marked a milestone with its first-ever nationwide event in East Malaysia. This travelling celebration brought Sarawakians together to rediscover the warmth and joy this iconic dish represents.
Visitors of all ages had the opportunity to participate in a multisensory experience featuring the MAGGI® Kari-Lah journey, with five interactive zones inspired by taste, aroma, texture, sound, and sight.
In addition, there were cooking showcases of ‘Umai Udang MAGGI® Kari’ and ‘MAGGI® Kari Terung Asam’ by MAGGI®’s resident chefs, Chef Sharifah Hamidah Syed Mohsin and Chef Muhammad Hakimi Badrul Hisham, featuring local ingredients seasoned with popular MAGGI® products, as well as vibrant performances, interactive games, and fun-filled activities for the public to fully immerse themselves in the warm spirit of Gawai.
For contest winner details, recipes, and more, visit https://www.maggi.my/ms/aktiviti-maggi/maggi-gawai-kaamatan/. — DayakDaily
