For generations, the traditional dish of Bubur Lambuk has been a comforting symbol of unity and giving during Ramadan. As a staple household brand in Malaysia, MAGGI® has played a key role in helping families prepare meals that foster meaningful connections, while deeply appreciating the cultural significance of this beloved tradition. This year marks the 20th anniversary of MAGGI®’s Bubur Lambuk initiative, reaffirming its ongoing commitment to supporting grassroots efforts and B40 communities.
As part of this large-scale effort, MAGGI® is engaging with communities at over 280 locations across Malaysia to bring warmth and nourishment through a meaningful bowl of Bubur Lambuk by partnering with passionate cooks, NGOs such as Women’s NGO Hawa Pertiwi, and government agencies including the State Education Departments (JPN) and District Police Headquarters (IPD), as well as retailers.
Through these collaborations, MAGGI® aims to prepare and distribute more than 300,000 bowls made with MAGGI® CukupRasa™, ensuring the spirit of giving reaches grassroot communities across the country. Leading this initiative, MAGGI® continues to champion the values of generosity, kindness, and social responsibility, bringing the warmth of Ramadan to as many Malaysians as possible.
“Giving back to local communities in this way has become a truly meaningful Ramadan tradition for us. It reflects the values we cherish most—togetherness, strengthening family bonds, and sharing good food. As a trusted kitchen companion, MAGGI® has been part of so many meals shared among families and communities, and we feel honoured to have the opportunity to do this year after year. It’s a privilege to bring warmth and joy to Malaysians during this holy month,” said Ms. Ivy Tan Link Cheh, Business Executive Officer of MAGGI® Malaysia.
Another highlight of this year’s campaign is MAGGI®’s appreciation of the many community cooks who dedicate themselves to preparing Bubur Lambuk for their communities every Ramadan. Among them are Encik Che Ahmad Bin Abd Hamid from Kedah, one of the many unsung heroes MAGGI® supports as part of its broader mission to uplift and empower cooks nationwide. To support their efforts and empower them to continue keeping this tradition alive, MAGGI® is helping them, along with many others, to spread the warmth of Bubur Lambuk to even more people this year.
“For more than 20 years, cooking Kanji (Bubur Lambuk Kedah) has been my way of giving back to the community. Every Ramadan, people from near and far come together to help, share, and enjoy this special dish, and it fills my heart with joy because I can give even more to those around me this year. As long as I’m healthy and my hands are able, I will continue this beloved tradition, knowing it brings comfort and togetherness to so many,” said Encik Che Ahmad Bin Abd Hamid.
During the festive season, MAGGI® is launching exclusive Raya promotions and a nationwide contest. Shoppers who spend RM10 on MAGGI® products will stand a chance to win one of 10 Raya Open House experiences, each worth RM5,000, along with weekly and daily Duit Raya prizes. These Open House experiences are designed to bring Malaysians closer together, creating meaningful moments with family and friends while enjoying the warmth and joy of home-cooked meals, which are at the heart of every Raya celebration.
Additionally, there will be roadshows and cooking demonstrations featuring festive recipe ideas and products to help families prepare delicious meals that bring warmth, joy and the spirit of togetherness during this Ramadan and Raya. For more details, visit https://www.maggi.my/ms/aktiviti-maggi/ramadan-raya/.