In many Malaysian Chinese homes, the sound of Chinese New Year begins not with firecrackers, but with the rhythm of chopping boards, simmering soups and the familiar aroma of reunion dishes filling the kitchen.
This year, MAGGI® turns the spotlight toward the often-unsung heroes behind those flavours — the home cooks who bring families together around the reunion table.
As more young Malaysians step into hosting roles for the first time — sons, daughters, newlyweds and young families who once only set the table — the responsibility of preparing festive dishes now rests in their hands. Recreating childhood flavours, balancing tradition with modern lifestyles, and meeting the expectations of different generations can feel daunting.
Recognising this evolving dynamic, MAGGI® aims to support the next generation of cooks with practical tools, guided recipes and trusted flavour solutions — ensuring festive cooking remains joyful rather than overwhelming.
“Taking charge of the reunion table for the first time is both an honour and a responsibility,” said Ms. Ivy Tan Link Cheh, Business Executive Officer of MAGGI®. “You want the dishes to taste familiar, yet reflect your own touch. Our role is to walk with you on that journey — with recipes, tools and trusted flavour bases — so you can prepare meaningful meals with ease and confidence.”
Introducing the MAGGI® Wheel of Flavours
At the heart of this festive initiative is the MAGGI® Wheel of Flavours, an interactive culinary experience designed to inspire home cooks planning their Chinese New Year spread.
For those unsure what to prepare, the Wheel of Flavours offers curated festive recipes organised around four meaningful blessings: Prosperity, Health, Abundance and Happiness — values deeply rooted in Chinese New Year traditions.
Each category features dishes crafted in collaboration with MAGGI® cooks, combining festive symbolism with practical cooking guidance.
Prosperity
Indulgent, full-bodied flavours symbolising fortune and success:
✅MAGGI® Auspicious Ginger Steamed Fish
✅MAGGI® Prosperity Reunion Pot
Health
Nourishing dishes inspired by vitality and well-being:
✅MAGGI® Prosperity Spring Chicken Coconut Soup
✅MAGGI® Triple-Treasure Steamed Luffa Gourd
Abundance
Hearty, generous spreads celebrating fullness and plenty:
✅MAGGI® Abundant Bliss Prawn Rolls
✅MAGGI® Abundant Golden Chestnut Chicken
Happiness
Comforting dishes created to spark stories and laughter:
✅MAGGI® Eternal Joy Yee Sang
✅MAGGI® Joyful Reunion Dumpling Soup
Across these recipes, key MAGGI® products such as MAGGI® Oyster Sauce, MAGGI® Chicken Stock Cube, MAGGI® Concentrated Chicken Stock and MAGGI® Syiok Cili Ala Kampung help elevate flavour while simplifying preparation for busy hosts.
Each recipe is paired with step-by-step guidance and integrates seamlessly with MyMenu IQ, helping cooks plan balanced festive menus with confidence.
The Wheel of Flavours serves not only as inspiration but as reassurance — whether for seasoned home cooks or first-time reunion hosts exploring festive cooking at their own pace.
A Festive Contest with RM500,000 in Rewards
Beyond culinary support, MAGGI® is also rewarding Malaysian households through the “Riang Raya Bersama MAGGI®” Chinese New Year Edition contest.
Running from 1 January to 19 April 2026, the campaign spans Chinese New Year into Ramadan and Raya, offering prizes worth over RM500,000.
With every RM10 purchase of any MAGGI® products, consumers stand a chance to win:
✅2 brand-new Proton X50 vehicles
✅16 exclusive 999.9 Fine Gold MAGGI®-inspired collectibles, worth RM8,000 each
✅2,507 e-wallet rewards worth RM88 each
For families already stocking up on pantry staples for festive gatherings, each grocery trip becomes an opportunity to usher in added prosperity.
Passing Down Flavour, Preserving Meaning
In Malaysian homes, Chinese New Year is not only about the dishes served but about the memories created in preparing them.
As aprons pass from one generation to the next, traditions evolve — yet the love behind every meal remains constant.
By focusing on the people who cook — and offering both practical support and heartfelt recognition — MAGGI® hopes to empower families to celebrate with confidence, joy and authenticity.
Because in every Malaysian home, the flavours of New Year are created by the hands and hearts in the kitchen.
And as MAGGI® reminds us, the flavours of New Year start from the heart.