Showing posts with label challenge. Show all posts

Jacob’s Original Cream Crackers Rallies Malaysians To Get High Pole Lion Dance Recognised As A UNESCO Heritage This Chinese New Year 2020 !



In celebration of original Malaysian traditions, this Lunar New Year, The Original Cream Crackers (Jacob’s), a biscuit brand under Mondelēz International (Malaysia) is shining the spotlight on the High Pole Lion Dance, a Muar-born tradition. 


In a bid to get this original Malaysian tradition recognised by UNESCO (United Nations Educational, Scientific and Cultural Organization) as an Intangible Cultural Heritage, Jacob’s is rallying Malaysians to sign a petition (http://bit.ly/36zyDDI).


Pioneered by the Kun Seng Keng (KSK) Lion and Dragon Dance Association, the High Pole Lion Dance was founded in Muar, Johor more than 20 years ago. Since then, this unique performance which symbolizes good luck and fortune has spread across the globe. To date, troupes from Malaysia have won over 100 World Lion Dance Championships while setting international benchmarks. 


“In 2017, KSK initiated a bid to get it listed as a UNESCO heritage. Despite the effort and support they received, this variation of the Lion Dance has yet to attain the recognition it deserves. Jacob’s is moved by the story and we have decided to join forces with KSK to revive the attempt to enlist High Pole Lion Dance as a UNESCO heritage. Having this local invention recognised by UNESCO ensures that we can preserve this unique tradition and pass it on to future generations. With that, we are now inviting each and every Malaysian to join us in making our High Pole Lion Dance known to the world,” said Eugenia Goh, Brand Manager, Biscuits (Fuel), at Mondelēz International (Malaysia). 


In addition to providing consumers with the right snack, for the right moment, made the right way, Mondelēz International through its biscuit brands has been showing its support for various initiatives. Last August, Jacob’s embarked on ‘The Originals’ campaign which saw the kick-off for its Original Malaysians initiative that highlighted inspiring Malaysian personalities who are legends in their own fields. Today, its celebration of Original Malaysian Traditions is significant in getting the High Pole Lion Dance internationally recognised.

To date, three original Malaysian traditions namely Mak Yong theatre, Silat and Dondang Sayang have been recognised by UNESCO as an ‘Intangible Cultural Heritage’. The recognition received are deemed meaningful as it safeguards Malaysia’s heritage while promoting its national identity.


Tang Puay Sen, KSK Troupe Leader & Coach said “The Muar-born High Pole Lion Dance was founded in 1988. We started off as a small lion dance troupe and in 1992, we awed audiences around the globe when we incorporated high poles into the dance, poles that increased in height over time. It is also humbling to know that the standards for international competitions these days were pioneered by our Malaysian troupes. To make our UNESCO dream a reality, we need Malaysians to join hands in hopes of obtaining as many signatures as possible for this petition. Having the support of the mass will certainly strengthen and support our application to UNESCO. It is time this awe-inspiring Malaysian tradition gets the international recognition it deserves.”


With the precise incorporation of music, choreography, and ancient wisdom among others, this exceptionally elegant and highly skilled craft often comprises of a multi-cultural dance troupe, a true reflection of what makes us proud to be Malaysians. 

Among the first few Malaysians who have signed this petition are employees of Mondelēz International (Malaysia) and its partners. 


In conjunction with this initiative, Jacob’s has produced two limited edition festive tins featuring the ‘High Pole Lion Dance’ and, the '24-Festive Drums’. Each tin retails at RM14.40.

Mouse mommy also support and signed this petition! Lets’ make our UNESCO dream happen and become reality – High Pole Lion Dance! ( http://bit.ly/36zyDDI )  



For more about Mouse Mommy Treats, do follow us*

Website  | Facebook | Instagram | YouTube

Ayam Brand™ Community Care Campaign 2019 | Balanced Nutrition Nationwide To Fight Childhood Obesity



The Malaysian Healthy Plate or Suku-Suku Separuh is not the norm for most of us, which has led to an obesity epidemic among adults, and children.  According to the Economist Intelligence Unit’s Tackling Obesity in ASEAN Report[1], Malaysia’s prevalence of obesity is at 13.3%, which is the highest in South East Asia.  Malaysia was among the top three countries in Asia[2] with high percentage 11.5% of obese children, aged between six months and 12 years.     


Ayam Brand™, a homegrown household name famed for its wide range of quality, no preservatives and no added MSG, healthy and convenient canned food, is taking on the big issue of obesity among Malaysian children by incorporating the 3S concept of the Malaysian Healthy Plate into its annual Corporate Social Responsibility (CSR) programme. This year, the brand is expanding the CSR program to children from primary schools as well.  

Was your last meal a Malaysian Healthy plate –according to quarter, quarter, half?  Ministry of Health Malaysia promotes Suku-Suku Separuh, the division of plate portion to a quarter for protein, a quarter for complex carbohydrates and half for fruits and vegetables.  It is an easy way to portion out the types of food our body needs.  

The theme for this year’s campaign is ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’.  It will empower children from 10 states with information to identify healthier food choices and equip them with skills to prepare their own Malaysian Healthy Plate meal. The program is open to children from eight years up.  

According to Ayam Brand™ Chairman, Yang Mulia Tunku Dato’ Mu’tamir Bin Tunku Tan Sri Mohamed, the CSR campaign which is now in its twelfth year has contributed 1.76 million healthy meals for charity, providing nutritious food to more than 20,000 people from 482 charity homes and NGOs.

This year campaign aided and educated 42 charity homes, educated 25 schools nationwide, over three months, estimated 1,800 recipients with 324,000 Ayam Brand meals.  

As a leader in the Malaysian food industry for more than 100 years, Ayam Brand™ is extremely concerned on the obesity epidemic in the country and set out to assist, starting with children as they are the once who are most teachable and reachable. We developed the Get Healthy Malaysia, Start Now program with the hope that we could help reduce child obesity by equipping children with the knowledge and skills to choose, make and prepare more nutritious foods,Tunku Dato’ Mu’tamir said.


We have been carrying out our annual CSR campaign for 12 years, and it was time for us to expand it to benefit more children by bringing them the Quarter, Quarter, Half (Suku-Suku Separuh) message through activations that would make it easy to understand, with tips that they could use at home, and share with their friends and family,Tunku Dato’ Mu’tamir added.

Ayam Brand held its finale campaign at KPJ Ampang Puteri Specialist, one of the premier hospital in Malaysia as well as South East Asia. 

At the finale event, KPJ Ampang Puteri Specialist Dietician, Mrs. Nur Hayati Azmi shared with the participants on living and eating healthily.   

KPJ Ampang Puteri Specialist is glad to work with Ayam Brand in its annual CSR campaign.  Adhering to the adage that prevention is better than cure, we are commited to reaching out to the community and sharing vital health knowledge.  We appreciate the partnership as we see the campaign by Ayam Brand is reaching out to the nation and the brand has done it successfully for many years.” Dato Dr Abdul Wahab Abdul Ghani, Medical Director, KPJ Ampang Puteri Specialist Hospital.

For a balanced meal, one quarter of the plate should be protein that can be found in fish, beans, meat, poultry, eggs, in palm-sized portion; one quarter of carbohydrate from rice, noodle, bread, cereals, wholegrain products, in fist-sized portion, and half the plate with vegetables and fruits, in palm-sized.   

In Kuala Lumpur and Selangor, 40 children from 257 participated in the informative, challenging and fun ‘Ayam Brand™ Community Care Campaign 2019, Get Healthy Malaysia, Start Now’ (Sihatkan Malaysia, Mulakan Sekarang).

The event kicked off with an interactive introduction to the #sukusukuseparuh concept, followed by ten teams each comprising of four children preparing a meal based on the 3S principles, within 30 minutes with minimal assistance from adults, using recipes that have been vetted by nutritionist.

While waiting for their Malaysian Healthy Plate meals to be evaluated the children were challenged with games that required Higher Order Thinking Skills to reinforce what they had learned on good nutrition.

Today I learnt that I need to eat more vegetables, fruits and proteins, and reduce the rice and bread that I like so much. The food I made today was very tasty, and it was healthy too. I will try to eat balanced meals every day to be healthier, and will do more exercise,” said one of the participants.

Ayam Brand™ took taking the campaign online and amplifying it via social media through activations such as the Show Us Your Healthy Plate contest, as well as sharing the live updates of the event.

The six charity homes received two months’ supply of Ayam Brand™ products equivalent to 46,260 healthy meals for the total of 257 residents at these homes.


The winning team for the Ayam Brand Suku-Suku Separuh Healthy Festival 2019 for Kuala Lumpur and Selangor was Yatasan Chow Kit. The team received a trophy and certificates from Ayam Brand for their Malaysian Healthy Plate of tuna stuffed hard-boiled egg, fried rice and apple salad. 

Ayam Brand™ has been supporting NGOs for many years, and homes always look forward to being selected as their product contribution has seen many a home through tough times when donations were scarce. Our thanks to Ayam Brand™ for consistently caring for the community,” said Mr. David from Persatuan Rumah Kids.

Want to help more communities?  Visit the Ayam Brand™ e-charity at https://www.ayambrand.com.my/e-charity.html and purchase Ayam Brand products to be contributed to a charity of your choice.  The Ayam Brand™ e-charity offers 15% off retail prices, and free delivery to make it easier for more charity organisations to Get Healthy Malaysia, Start Now.

Interested to get more information on Ayam Brand Malaysia, 

*For more about Mouse Mommy Treats, do follow us*