MAGGI taps gaming fandom, halal pride to cook up new connections

Two vastly different worlds, united by one shared kitchen philosophy. MAGGI is leaning into the intersections of fandom, food, and Filipino identity, with the appointment of gaming icon Alodia Gosiengfiao and Muslim food creator Shaha Meta as its newest ambassadors.

In a playful livestream that broke from her usual high-energy cosplay and gaming content, Gosiengfiao surprised fans by swapping out her headset for a spatula. The twist? She wasn't just cooking any meal - she was recreating iconic dishes from her favourite online RPGs.

Meanwhile, in a very different space, Meta stood proudly beside chef Tahir Ayunan Malikol at the SALAAM: Halal Tourism and Expo. They cooked up fragrant chicken curry and pastil, pulling in a crowd with the food's rich aromas.

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"No more drooling on the controller. Now you can recreate video game-inspired dishes like Magic Spell Parcels and Shrimptastic Magic Balls IRL!" Gosiengfiao said in a post.

She brought her online audience along as she recreated pixel-perfect meals, "MAGGI-fying" them with Magic Sarap and Oyster Sauce. The stream also featured cameos from her husband and child - an intentional signal that this new chapter of her life would continue to blend her online persona with her evolving offline reality.

Through #maGGigamingIRL, she also encouraged fans to recreate iconic in-game dishes in real life, tapping into the shared creativity of gaming and food communities. Participants are asked to post their real-life renditions of virtual meals publicly on social media, and five standout submissions will win UniPin vouchers, giving gamers a tasty reason to head to the kitchen before logging on.

For Meta, the event was personal. "It was such an emotional moment for me," she shared, as quoted by The Philippine Star. "Ang saya makita 'yung community na sobrang (It feels great to see the community that's really) supportive and proud of their Muslim identity. Being invited to SALAAM Expo was such an honor... Celebration siya not just of food, but of who we are as a people. Alhamdulillah for that experience."

Her platform centres around making halal Filipino and Middle Eastern dishes accessible to families across the Philippines. With MAGGI as a trusted staple in her kitchen, she's showing that halal is not a limitation but a reflection of heritage and intention.

"People think halal food is bland, or that it's something unfamiliar. But when they try it, they realise that it's the same comfort food they grew up with, just cooked with Muslim care and intention," Meta explained.

From adobo to kabsa, Meta's videos show that cultural expression through food doesn't hinge on exotic ingredients or elaborate techniques. It's rooted in authenticity - and amplified by the right creative partner.

MAGGI's partnership with both creators shows a deliberate marketing pivot toward more inclusive, culturally rooted storytelling. In the Philippines, MAGGI products fall under Nestlé, including staples like MAGGI Magic Sarap, seasoning powders, sauces, bouillons, and sinigang mixes - pantry essentials that have long defined local home cooking.

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