MAGGI turns a pantry staple into a playground at its annual carnival

MAGGI is bringing its nationwide roadshow to a close with “Karnival saya & MAGGI” (“Me and MAGGI carnival”), turning its familiar instant noodles into a festival experience through food, games, customisation and live entertainment.

Held from 17 to 20 September at Raintree Plaza, TRX, the four-day festival brought together food vendors, interactive experiences and performances as part of MAGGI’s month-long roadshow across Malaysia.

At the centre of the festival was a marquee filled with activation booths designed to let visitors interact with the brand beyond the bowl.

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One activation put visitors’ senses to the test, asking them to identify the scents and ingredients associated with some of MAGGI’s local favourites, including MAGGI Kari. Other activities included games, a photo booth and opportunities for visitors to customise their own MAGGI meals at the "Dapur MAGGI saya" ('My MAGGI kitchen') station. 

Visitors could also get an early taste of new MAGGI products, including its sup ayam berempah. 

Outside the marquee, the festival extended into a food bazaar featuring familiar names including Jua’s Kitchen, Big Boss HSP, Omulab and Murni Discovery.

The vendors put their own spin on MAGGI, incorporating the instant noodles into dishes created specifically for the festival. Big Boss HSP for instance, served crispy MAGGI cheese pockets and MAGGI tom yum fries, giving the product a role beyond its traditional preparation.

The festival also featured food stalls serving MAGGI-inspired creations, alongside free samples of selected dishes for visitors to try.

Rounding out the four-day event was a line-up of live performances from Malaysian acts including Dolla, Misha Omar, Datuk Ziana Zain, Ruffedge and Nabila Razali.

With its mix of food, entertainment and interactive experiences, “Karnival saya & MAGGI” marks the final stop of MAGGI’s nationwide roadshow, bringing consumers into the brand through the different ways they cook, customise and enjoy its products.

A+M has reached out for more.

The carnival has become an annual fixture for the brand. Last year's edition, the MAGGI Kari-Lah Karnival 2025, was also staged at Raintree Plaza. It saw a line-up of chefs, celebrities and creators as well. 

The carnival also happened just a day after Keratapi Sarong, an event where thousands of people wear traditional sarongs and ride public trains to celebrate Malaysia Day.

MAGGI had been a title sponsor for the event, which saw the brand taking over the KL Sentral station as well. Through its "Geng Maggi" ('Maggi gang') activation, sarong-clad participants gathered with brand goodies and appearances from Fimie Don, Kamal Adli and Bell Ngasri.  

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