Savouring Tradition and Celebrating Food, Culture and Community: MAGGI's Heartfelt Tribute to the Heritage of Sabahans through the Annual Kaamatan Campaign
Velyzeah Barukon from Ranau winning the Isuzu D-Max in 2024.
KUALA LUMPUR (May 30): For generations, MAGGI® has been more than just a staple in
Malaysian kitchens, it has been a trusted companion, flavouring not only food, but also the moments that bring families and communities together.
Its presence is deeply woven into the fabric of Malaysian life, and nowhere is this more evident than during the Kaamatan season in East Malaysia.
As the people of Sabah come together to celebrate Kaamatan with family, MAGGI® proudly continues its long-standing tradition of being part of these cherished festivities.
Since 2003, MAGGI® has held a meaningful role in these celebrations, a symbol of home, heritage, and the joy of togetherness through food.
As families gather to celebrate the harvest and pay tribute to their cultural heritage, MAGGI® remains a cherished part of the festivities, uniting generations through the power of food.
This year, MAGGI® embraces the theme, 'Honouring the Cooks Behind the Festivities', a tribute to the unsung heroes consisting of mothers, elders, home cooks, and grassroots chefs who pass down treasured recipes, cultural values, and family traditions through the meals they lovingly prepare. The souls of every celebration that quietly connects the past with the present, one dish at a time.
To preserve and share this culinary heritage, every year MAGGI® introduces festive recipes that pay tribute to the authentic flavours of Sabah.
These recipes spotlight local ingredients and traditions while also showcasing the authentic flavours of Bornean cuisine in ways that are accessible to home cooks everywhere.
From MAGGI® Sambal Tumis Tuhau to Linopot Tawadak Badungan and MAGGI® Asam Laksa Jeruk Bambangan, these dishes reflect carefully crafted recipes with modern-day twist of convenience and these recipes are made available on maggi.my.
Visit maggi.my for more recipe inspiration.
Essential to these recipes are kitchen staples like MAGGI® CukupRasa™ and MAGGI® Sambal Tumis, loved by many for their ability to help home cooks achieve depth and authenticity in their meals. And for those who crave speedy meals, MAGGI® Kari and MAGGI® Asam Laksa are especially loved by East Malaysians for their rich and authentic flavours.
Building on the commitment of preserving heritage, MAGGI® takes a meaningful step to collaborate with passionate East Malaysian chefs who embody the spirit of culinary heritage. In Sabah, MAGGI® partners with Chef Melvin Gatu, known for reimagining Kadazan-Dusun dishes with a modern twist.
For Chef Melvin, the celebration of Kaamatan is rooted in heritage, family, and gratitude—all of which are expressed through food. His journey began in Ranau, where he returned after formal culinary training to reconnect with his roots.
Through digital platforms, he shares traditional Sabahan dishes, making them accessible and appealing to younger generations by promoting local ingredients and techniques.
'Growing up, I celebrated Kaamatan by cooking at home with my family,' shares Chef Melvin.
'I learned from my mother how to prepare ingredients like Tuhau and Losun with care and intention. Now, I bring that same care into my work, sharing dishes like Ikan Basung Goreng with Sambal Tumis Bunga Kantan and Nasi Goreng Losun Ikan Masin as a way to honour Sabah's diverse, rich culinary identity.'
Through this partnership with MAGGI®, Chef Melvin hopes to inspire new generations to embrace their heritage.
'I truly appreciate MAGGI® for elevating local chefs and flavours. Collaborating with them allows me to modernise traditional dishes while staying true to our roots.
Products like MAGGI® Sambal Tumis or MAGGI® CukupRasa™ make it easier for more people to experience the taste of Kaamatan in their own homes. With authentic flavours and taste now available in a convenient format, I'm proud to stand with MAGGI® in preserving our heritage.'
This shared mission of empowerment extends beyond the kitchen as MAGGI®'s beloved 'Jom Masak & Menang Bersama' campaign returns from May 1 to June 30, rewarding loyal consumers and giving back to the communities.
With every RM8 spent on MAGGI® products, participants can submit receipts for a chance to win prizes including cash and even a car.
The impact of the campaign goes further with RM0.10 from every entry being donated to local NGOs. This year, the contribution supports PACOS. Trust in Sabah, an organisation dedicated to indigenous community development.
The heart of this initiative shines through personal stories, as seen in Velyzeah Barukon, a 2024 winner from Ranau, Sabah. As a mother of school-going children, winning a car as the grand prize has transformed her family's daily life.
'When I found out I had won, I was absolutely overjoyed! We used to rely on others just to get to town or send the kids to school. Now, everything is so much more convenient,' she shares.
'MAGGI® products are both budget-friendly and delicious, if you're already a fan, why not take a chance? I'll definitely be entering again!'
MAGGI®'s commitment doesn't end with seasonal celebrations as the brand continues to support East Malaysian communities year-round through long-term partnerships with organisations like Helping Hands Penan, Hope Place, and the Malaysian Red Crescent Society, focusing on women empowerment, skills development, education, and essential aid.
Celebration is incomplete without community, and MAGGI® ensures the joy of Kaamatan reaches even the most remote corners of Sabah.
Through on-ground events including cooking carnivals, roadshows, cooking demonstrations, and competitions, MAGGI® hopes to create festive moments where communities can share culinary talents, enjoy games, and celebrate their heritage with pride and unity.
These experiences allow MAGGI® to listen, learn, and serve East Malaysian families with sincerity and purpose for their festive Kaamatan celebrations.
MAGGI® invites all Malaysians to reflect on the power of food to unite us, preserve our heritage, and inspire change.
From cherished recipes and empowering campaigns to partnerships rooted in care, MAGGI® remains a steadfast ally in the kitchen and beyond.
As families come together to celebrate Kaamatan, let's honour the cooks who bring the feast to life, cherish our traditions, and cook with a heart full of with MAGGI® by our side. food Kaamatan Maggi recipe
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