Campaign Spotlight

Campaign Spotlight: Introducing the new Mamee Monster X Daebak Ghost Pepper

KUALA LUMPUR, MALAYSIA – Malaysia’s very own internationally-recognized food and beverage company Mamee has partnered with Daebak Ghost Pepper to launch a new range of instant noodles that allows Malaysians to adjust their level of spiciness to their own liking. Not only a favourite amongst Mamee Monster fans, but to all snacker’s and spicy thrill seekers who want to up their “spice game” the new Mamee Monster X Daebak Ghost Pepper Instant Noodle will be available in three different flavours to meet the taste of more consumers who want to try different varieties of the “fire noodle”.

For the new limited-edition product, Mamee Monster and Daebak Ghost Pepper has joined forces with Malaysia’s singer – songwriter and rapper Altimet. “Altimet, Malaysia’s magnetic rapper was the perfect choice to partner with. He resonates with Malaysian youths who are always game for something new, edgy, and exciting,” said Group Executive Director, Mr. Pierre Pang.


Daebak Ghost Pepper notoriously known for its spiciness; became a household sensation causing masses to be soaked in sweat and some even in tears as they attempt to finish the incredibly super spicy instant noodles. With the introduction of Mamee Monster X Daebak Ghost Pepper Instant Noodle consumers can adjust their level of spiciness making it enjoyable for everyone living up to the motto of “Adjust your pedas, asalkan puas”(Adjust your spiciness, as long as you are satisfied).

“Young Malaysians today love to ikut rentak sendiri (beat to their own drum), always brave in doing things their style and way. These three new flavours Curry Lontong, Mie Goreng Indonesia and Spicy Beef Mushroom allows them to experience new things by their own rules. By having a strong “berani cuba” (dare to try) mindset they are always willing to try anything once and that is why we believe that the Mamee Monster X Daebak Ghost Pepper Instant Noodle will become a popular snack,” Pang further commented.

The packaging design features Red Monster, who represents all things spicy. “The love for spice among Malaysians, in all things gastronomic, is well known. The launch of the ghost pepper instant noodles took Malaysia and the world by surprise at how spicy and fiery the noodles were. No one could handle the spiciness and everyone’s taste buds are not the same. So, we decided this time, you get to choose the level of spiciness you want to experience. For those who are gluttons for punishment, you are warned!” Pang said, teasing that the packing comes with a warning label.

“More than just another noodle, we believe that the combination will enhance the taste & textures that will offer a truly unique and multi-sensory experience for the palette,” he added.

Since its foundation in 1971, Mamee has since established itself as a household name for food and beverage that has over 50 products including favourites such as MAMEE Monster snack, Mister Potato Chips, and MAMEE Chef, sold to over 100 countries around the globe.

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