MAGGI Malaysia has announced its Chinese New Year 2026 campaign, themed “The Flavours of New Year Start From The Heart,” continuing its festive focus on home cooking and reunion meals. The campaign spotlights home cooks, including first-time hosts preparing Chinese New Year spreads.
Campaign focus and key activationThe campaign centres on the MAGGI Wheel of Flavours, a digital recipe-planning tool designed to guide festive meal preparation. It organises suggested dishes around four themes - Prosperity, Health, Abundance, and Happiness, with guided recipes intended to support both experienced and first-time home cooks.  |
Toss 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! |
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| MAGGI® 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. |
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| Bring 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. |
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| Welcome 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! |
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| Complete 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. |
Featured festive dishes
MAGGI’s campaign materials feature multiple Chinese New Year dish concepts, including:
- Yee Sang
- Pumpkin with broccoli and scallops
- Steamed grouper
- Sweet and sour prawns
- Herbal-style chicken
The dishes are presented as home-cooking options built around MAGGI’s existing sauces, seasonings, and stock products.
Promotion period and prizes
Alongside the digital activation, MAGGI is running the “Riang Raya Bersama MAGGI®” Chinese New Year Edition promotion from 1 January to 19 April 2026. Purchases of participating products allow consumers to take part, with prizes including two Proton X50 vehicles, 999.9 fine gold pieces, and e-wallet rewards.
Availability, participating products, and campaign activations may vary by retail channel and rollout schedule.
Reference: Nestlé Malaysia
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