Iconic MAGGI flavour takes centre stage at 'Kari-lah karnival'

MAGGI is bringing together fans of its iconic Kari (curry) noodles for the first and largest nationwide gathering, the MAGGI "Kari-lah karnival", held at The Exchange TRX, Raintree Plaza, from 28 to 31 August 2025.

The four-day carnival featured a line-up of chefs, celebrities, and creators, offering visitors an immersive, multi-sensory experience that celebrated the flavour, energy, and nostalgia of MAGGI Kari.

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MAGGI's spotlight and focus on its classic Malaysian-made Kari flavour was an intentional decision. A spokesperson shared with A+M, that as a flavour that has connected Malaysians for over 50 years, the carnival is a celebration of the all-time Malaysian favourite that holds a special place across generations and households.

Through the carnival, MAGGI is inviting Malaysians to taste, see, hear, smell, and feel why the flavour is "tiada ganti" ("irreplaceable") while refreshing how the brand stays relevant and meaningful for today’s consumers. "The karnival gives us the opportunity to refresh how Malaysians experience the brand: not only as a bowl of noodles, but as a flavour that inspires creativity, togetherness, and fun," they said.

The event’s main attraction, the Makan Makan Food Village, will showcase the versatility of MAGGI Kari, from nostalgic comfort bowls to innovative reinventions. Popular names such as chefs Fikree, Amir Gani, and Jia Le Woh are set to collaborate with restaurants including Murni Discovery, NZ Curry House, Mamak Spices Corner, Pokok by Brickhouse, and Serai to deliver unique takes on the classic noodle dish.

Fans can also personalise their own Kari bowls at the MAGGI Kita Bistro, while exploring immersive booths and stations designed to engage the senses and spark conversations around what the iconic flavour means to them. These interactive zones have been named: "Kisah 12 rempah" (spice guessing game), "Rebut ramuan" (giant chopstick ingredient challenge), "Simfoni hirupan" (the iconic slurp guessing game), "Kari kecoh" (reflex game catching toppings), and the "Diari kari" storytelling wall.

Beyond food, the main stage hosted live cooking demos, interactive crowd games, and performances from local artists such as Bil Musa, Yonnyboii, Asyraf Nasir, and Aisha Retno, alongside content creators including Squigglymack and Hungry Sam.

MAGGI's target market for the campaign, spans across families, youths, students, and working adults. "Essentially, anyone who has a connection to the brand, whether at home, in mamaks, or in the office pantry," the spokesperson said.

"Kari-lah karnival" is part of a broader nationwide campaign celebrating MAGGI Kari. Leading up to the TRX event, the brand rolled out roadshows in Sarawak, Sabah, and Penang, featuring interactive installations, oversized noodle packs, and exclusive giveaways. Additional stops are planned for the East Coast and Johor Bahru in the coming weeks.

The timing of the Karnival also subtly aligns with Merdeka month. “While the Karnival doesn’t explicitly carry Merdeka branding, it embodies the same values of unity, pride, and togetherness that Merdeka represents. MAGGI Kari is a flavour that brings Malaysians together, and launching the largest-ever gathering of fans during this month makes the moment even more meaningful,” the spokesperson said. 

Previously, MAGGI turned up the volume spice for its Pedas Giler line, with a high-octane brand film that channels punk rock energy, anime-inspired visuals, and youth rebellion into a bold new campaign, "Berani berapi", which loosely translates to “fiery courage,” with a clever play on the Malay word api, meaning fire.

Launched at the end of June 2025, the campaign repositions MAGGI Pedas Giler as the go-to instant noodles for Malaysia’s boldest, most fearless spice lovers. Those who live life with fiery confidence. Anchored by a full-length original punk-rock anthem titled Jiwa Berani (Courageous spirit), the campaign film is a celebration of individuality, audacity, and of course, heat.

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