Maggi has introduced its Malaysian Kari noodles to Australian shelves, with the launch with a one-night-only hawker-style event that sold out in under 24 hours.
In partnership with creative agency Connecting Plots, the launch campaign aimed to tap into the growing demand for Asian flavours and the instant noodle subculture emerging on platforms like TikTok and YouTube.
Held at Ho Jiak Town Hall and hosted by Malaysian chef Junda Khoo, the Sydney event featured $3 Maggi Kari dishes served three ways: Kari Mee, Maggi Sup, and Kerabu Maggi.
Additional sittings were added after the event quickly reached capacity following coverage from outlets including Broadsheet and Concrete Playground.
“Malaysians love bold, spicy flavours, and curry noodles are a delicious way to show that,” said Ho Jiak Town Hall Head Chef, Junda Khoo. “Pure comfort food, us Malaysians eat them for lunch, dinner, or anytime in between.”
Maggi Kari is a staple in over 66% of Malaysian households. To promote the product locally, Maggi enlisted food influencers such as @dimsimlim, @anniesbucketlist, @sydneyfoodboy and @2hungryguys, who helped recreate the dishes and share recipes inspired by the event.
Junda Khoo: ‘Malaysians love bold, spicy flavours, and curry noodles are a delicious way to show that. Pure comfort food, us Malaysians eat them for lunch, dinner, or anytime in between.’
“We wanted to showcase that Maggi is part of authentic Asian food culture,” said Matt Geersen, Creative Partner at Connecting Plots. “Maggi Kari is loved in Malaysia so we are bringing that same street cred here, through taste, experience and storytelling.”
Beyond the event, to help Aussies elevate their 2-minute noodle game, earned media and influencers took inspiration from Junda’s spicy curry noodles to recreate recipes from the sold-out event at home.
Maggi Kari is now available in five-packs at major supermarkets across Australia (RRP $5).