By MOHD IZHAM BIN HASHIM
KOTA KINABALU: It was a truly unforgettable moment for Awang Hisham Bin Sitar as he was handed the keys to a brand-new Isuzu D-Max, having emerged victorious as this year’s MAGGI ‘Jom Masak & Menang’ grand prize winner.
The jubilant 42-year-old former food stall owner from Likas punched the air in triumph after outshining six other finalists in a thrilling final showdown held at ITCC Mall, an event graced by the Chairman of the Rural Development Corporation (KPD), Datuk Jannie Lasimbang.
Known affectionately as Awang Sitar, he was met with cheers and applause from his family and an enthusiastic crowd celebrating his hard-earned victory. Now a full-time house husband, Awang Hisham dedicates his life to nurturing and caring for his three children.
Meanwhile, Jannie, who is also Executive Director of the community-based empowerment organisation PACOS Trust, lauded MAGGI’s ongoing efforts to uplift local communities and looks forward to building stronger and deeper partnerships for the betterment of Sabah.
“Kaamatan is a time to come together and celebrate with good food and company. MAGGI® has supported these celebrations for over 20 years. We look forward to strengthening partnerships that benefit Sabah’s communities,” she said.
During the event, a total of RM15,000 was presented to PACOS Trust Sabah, an organisation supporting women and indigenous communities through its continuous empowerment efforts across the state. The sum was raised from MAGGI’s ‘Jom Masak & Menang’ competition which saw MAGGI donating RM0.10 for every purchase of MAGGI Products from May 1 to June 30 2025.
The competition culminated in a fierce battle of culinary skill and determination, where Awang Hisham went head-to-head with fellow finalists under the theme ‘Warisan Citarasa Sabah’—a heartfelt tribute to Sabah’s heritage and rich flavours.
Each contestant was challenged to craft a unique dish using a mystery box filled with authentic local ingredients, including the iconic Jeruk Bambangan, celebrating the vibrant flavours and traditions that define Sabah’s food legacy.
From these creations, a panel of expert judges selected the top three contestants, who advanced to a sensorial taste test challenge. In this final round, finalists had to identify five unknown ingredients by taste alone. The contestant who named all five correctly was crowned the grand prize winner.
In addition to Awang Hisham’s top prize, the first runner-up received branded cooking appliances worth RM3,000, while the remaining five finalists each took home RM1,500 worth of branded cooking appliances.
The competition is the highlight of MAGGI’s Kaamatan-themed campaign, ‘Honouring Cooks Behind the Festivities,’ marking a fitting finale to a two-month journey that shines the spotlight on local flavour and cooks across Sabah.
MAGGI’s Business Executive Officer for Malaysia and Singapore, Ivy Tan Link Cheh, expressed gratitude for the strong support from Sabahans and the honour to be part of their celebrations each year.
“During Kaamatan, MAGGI® supports underserved communities to help them progress. Our presence in Sabah allows us to promote respect for local traditions and cuisine through the stories of everyday cooks who preserve culture and connect generations,” she said.
Adding to the festivities were cooking showcases featuring Kerabu MAGGI® Latok and MAGGI® Kari Jeruk Bambangan by MAGGI®’s resident chefs, Chef Sharifah Hamidah Syed Mohsin and Chef Muhammad Hakimi Badrul Hisham. The event also included vibrant performances, interactive games, and fun-filled activities that allowed the public to fully immerse themselves in the warm spirit of Kaamatan.
MAGGI’s flagship culinary competition, held annually during the Kaamatan Festival, celebrates Sabah’s rich culinary heritage, strengthens community bonds through food, and empowers local communities by supporting various causes and non-governmental organizations (NGOs).
Taking it up a notch this year, MAGGI® paid tribute to a true Malaysian favourite — MAGGI® Kari-Lah, a flavour that hits every sense. MAGGI® Kari is a beloved cultural icon known for its consistent, bold, and deeply satisfying 12-spice broth. Its signature aroma and soul-warming taste have long united Malaysians across generations, states, and occasions.
Bringing to life the spirit of taste and togetherness, the MAGGI® Kari-Lah Roadshow marked a milestone with its first-ever nationwide event in East Malaysia. This travelling celebration brought Sabahans together to rediscover the warmth and joy this iconic dish represents. Visitors of all ages enjoyed a multisensory experience featuring the MAGGI® Kari-Lah journey, with five interactive zones inspired by taste, aroma, texture, sound, and sight.
