MAGGI® has long been a cherished household name in Malaysia, embodying the comforting taste of home, nostalgia, and simplicity. But beyond its role as a kitchen ally, MAGGI® has grown deeply into the lives of Malaysians.
Through various community initiatives, MAGGI® provides practical skills alongside vital knowledge, and access to opportunities that build confidence, growth and resilience.
For over two decades, MAGGI®’s annual Gawai Kaamatan campaign has empowered women and celebrated cultural heritage in East Malaysia, cultivating unity and social connections.
Last year, the partnership with Helping Hands Penan helped women from this community earn a sustainable income through the sales of handcrafted bags and accessories while preserving and promoting the traditional art of weaving.
Beyond donations, MAGGI® also purchased the crafts in bulk, with proceeds channelled towards sustainable community-driven initiatives.
This year, MAGGI® is collaborating with PurpleLily, a Kuching-based non-governmental organisation (NGO) dedicated to inspiring and empowering women and girls to thrive and shine through life skills training and financial education.
By providing tools, building skills and creating opportunities, the NGO is committed to supporting women and girls to reach their full potential.
“At PurpleLily, we believe that every woman should find her voice and be brave enough to express her ideas and opinions, make informed and calculated decisions.
“When women are equipped with the right knowledge and skills, they are not just making better choices for themselves, but also for their families and future generations,” said Treasurer and Operations Director of the PurpleLily, Suraya Bujang.
“With MAGGI’s support, we are expanding our programmes beyond Kuching, reaching out to communities in Samarahan and Serian, two fast-growing areas with significant migration from rural villages where urbanisation presents a number of challenges for women of the underserved communities.”
Guided by its steadfast belief in women as changemakers, MAGGI® continues to be a driving force for social impact and community development through inclusive initiatives like Program Mentor Wanita Cukup Berani (WCB).
The platform empowers women to gain confidence, unlock their full potential, and inspire meaningful change within their families and communities.
Since its launch in 2020, WCB has positively impacted over 3,500 women across Malaysia.
Nur Hanie, a Sarawak native and winner of WCB Season 3, described that participating in the programme was more than just skill-building, likening it to a lifeline of emotional support.
“Before joining WCB, cooking was simply something I did for fun and to feed my family. I never saw it as anything more. But through the programme, I began to tap into a true passion and talent I hadn’t recognised before,” she said.
“Most importantly and for the first time, I didn’t feel alone as MAGGI brought together women from diverse backgrounds and across different states. While financial support matters, emotional support is just as important for women and MAGGI® offers both.
“Having someone to believe and support you can be the push that keeps you going. Today, through WCB, I have gained a strong, new sisterhood,” she added.
Appreciative of MAGGI®’s influence in Sarawak, Hanie added: “I believe MAGGI®’s support for NGOs works the same way. Not only the brand helps build genuine, two-way relationships with women, but it also walks alongside NGOs in their efforts to create lasting change.”
The 2025 Wanita Cukup Berani (WCB) campaign is returning with fresh momentum to empower even more women through skill-building, mentorship, and community engagement.
On the same token, MAGGI® is also collaborating with Kuching-based Chef Laura Sim Bara, a professionally trained chef and mentor, who shares her culinary passion and cultural pride of the Iban heritage with her students and the community at large, continuing the storytelling of a rich tradition through food.
Echoing this, Ivy Tan Link Cheh, Business Executive Officer of MAGGI®, Malaysia and Singapore, remarked: “As a woman myself, MAGGI®’s commitment to championing women’s empowerment resonates deeply with me. Helping women realise their dreams with positive outcomes in their lives motivates us to build a supportive environment that inspires women to learn, grow and find the courage to step outside their comfort zones.”
“Through our partnerships with Helping Hands Penan, PurpleLily and Chef Laura Sim Bara, we are honoured to support women in building confidence, developing new skills, and unlocking their full potential – not only in the kitchen or at home, but in their personal journeys of growth, and in lifting others as they rise,” Ivy pointed out, reaffirming MAGGI®’s pledge to foster confidence and growth in women while encouraging cultural preservation in Sarawak and Sabah.
The 2025 Wanita Cukup Berani recruitment begins in September 2025. Seize the opportunity to stay ahead!
