Mi Sedaap, in collaboration with Tunku Abdul Rahman University of Management and Technology (TAR UMT), celebrated the successful completion of “1 Mi Sedaap, 100 Ways to Enjoy”, a creative culinary initiative that brought together 100 unique instant noodle recipes, showcasing the versatility of Mi Sedaap Goreng Asli and the creativity of Malaysians.
Held at The Arena, TAR UMT Kuala Lumpur, the initiative culminated in an official Malaysia Book of Records recognition for Most Varieties of Instant Noodle Recipes, marking a significant milestone for Mi Sedaap and TAR UMT’s industry-academia collaboration.
The showcase brought together 100 creative interpretations of Mi Sedaap, ranging from familiar local flavours to contemporary and unconventional combinations. Together, the creations demonstrated how an everyday favourite can be reimagined through imagination, experimentation and diverse culinary influences.
More than a favourite — A taste that inspires creativity
For more than two decades, Mi Sedaap Goreng has been a familiar favourite among Malaysians across generations. At the heart of its appeal is Mi Sedaap Goreng Asli, known for its springy noodles made from Canadian and Australian wheat, bold and authentic taste, and signature Kriuk Kriuk® Crispy Fried Onions.
While delicious on its own, the combination of springy noodles, rich savoury flavour and crispy fried onions gives Mi Sedaap Goreng Asli a distinctive character that also makes it a versatile base for Malaysians to explore different flavours and create their own ways of enjoying it.
With a 56% market share and 80% brand penetration, Mi Sedaap continues to be enjoyed by consumers across generations, from Gen Z and Millennials to families throughout Malaysia.
100 Creations, One creative vision
At the heart of “1 Mi Sedaap, 100 Ways to Enjoy” is a celebration of possibility — showing how one familiar favourite can inspire 100 different ways to create and enjoy.
Moving beyond the traditional way of enjoying instant noodles, the initiative showcased how one Mi Sedaap Goreng Asli could be transformed into 100 different recipe creations. From local-inspired flavours to unexpected combinations, each creation reflected the creativity of Malaysians and their ability to make a familiar favourite their own.
The 100 creations also brought together culinary imagination, storytelling and diverse perspectives, demonstrating how a product that is already part of everyday life can become a platform for experimentation and creative expression.
The achievement was officially recognised by the Malaysia Book of Records for Most Varieties of Instant Noodle Recipes, celebrating the creativity, effort and collaboration behind the 100 unique creations.
Mr Jwan Heah, Chief Operating Officer of Malaysia Book of Records, said, “Malaysia Book of Records is proud to recognise this creative achievement, which brings together 100 unique instant noodle recipes in one meaningful showcase. Beyond the record itself, the initiative reflects the creativity, effort and collaboration that can come together to create a memorable Malaysian milestone.”
Empowering the next generation through real-world experience
The collaboration with TAR UMT provided students from the Bachelor of Communications (Hons) in Advertising programme with an opportunity to step beyond the classroom and contribute to a real-world brand campaign.
Throughout the initiative, students played an active role in developing and bringing the campaign to life, applying their creativity, storytelling, communication and content-development skills while gaining hands-on experience in teamwork and problem-solving.
Ms Dearna Kee June Chen, Dean of the Faculty of Communication and Creative Industry (FCCI), TAR UMT, said, “What makes this collaboration meaningful is that our students are given the opportunity to move beyond classroom learning and apply their knowledge in a real industry environment. Through ‘1 Mi Sedaap, 100 Ways to Enjoy’, they have experienced first-hand the importance of creativity, teamwork, communication and collaboration — valuable skills that will support them as they progress into the advertising and creative industry.”
The collaboration reflects the value of industry-academia partnerships in creating practical learning opportunities for students, while allowing young talents to contribute fresh perspectives and ideas to a national-scale initiative.
Celebrating Malaysian creativity through food
The diversity of the 100 recipes also reflects the creativity of Malaysians in bringing different local flavours and inspirations together with Mi Sedaap.
From familiar tastes to more imaginative combinations, the creations showed how Malaysians can take something they know and love and reinterpret it in exciting and unexpected ways.
Chef Dato’ Fazley, Celebrity Chef, said, “What impressed me most is the diversity of the 100 recipes. Malaysians are very creative with food, and we can see different local flavours and inspirations being brought together with Mi Sedaap to create something familiar, yet exciting and different.”
Celebrating creativity and collaboration
The Malaysia Book of Records milestone represents the collective efforts of Mi Sedaap, TAR UMT, lecturers, students, creative partners and participants who contributed to bringing “1 Mi Sedaap, 100 Ways to Enjoy” to life.
Mr Ng Hock Guan, Country Manager of Gentle Supreme Malaysia, said, “For Mi Sedaap, this achievement is about more than bringing together 100 recipes. It is a celebration of creativity and the many ways Malaysians can make Mi Sedaap their own. At the heart of this initiative is Mi Sedaap Goreng Asli, with its springy noodles, bold and authentic taste, and signature Kriuk Kriuk® Crispy Fried Onions. We are proud to see how Malaysians have taken a familiar favourite and transformed it into so many different and creative ways of enjoying it.
“We are grateful to TAR UMT, its lecturers and students, as well as all our partners and participants, for bringing this initiative to life and making this milestone possible.”
The event was attended by distinguished guests including Mr Ng Hock Guan, Country Manager, Gentle Supreme Malaysia; Ms Liew Tien Yee, Head of Marketing, Gentle Supreme Malaysia; Mr Jwan Heah, Chief Operating Officer of Malaysia Book of Records; Ms Dearna Kee June Chen, Dean of TAR UMT’s Faculty of Communication and Creative Industry; Chef Dato’ Fazley, Celebrity Chef; and Chef Aaron, Professional Chef, alongside TAR UMT lecturers and students.
With its successful Malaysia Book of Records recognition, “1 Mi Sedaap, 100 Ways to Enjoy” marks a celebration of creativity, youth participation and industry-academia collaboration — proving that one familiar favourite, with its distinctive taste and character, can inspire 100 different ways to create, explore and enjoy.
Also read: Study: M’sians Ate 1.64 Million Servings of Instant Noodles Last Year, 13th Highest in the World!
