This Chinese New Year season, TikTok, the leading destination for short-form video, brings its Malaysian community together through #TasteOfCNY2024, a culinary celebration that reinterprets the flavors of Chinese New Year through the unique diversity of Malaysia’s rising culinary creators.

In line with its ability to connect people across various experiences, cultures, and communities, TikTok taps into the significance of the ‘reunion dinner’ in every Chinese New Year celebration through inspiring and easy-to-follow creator chef videos and a fun culinary in-app activation that embody how friends and families reconnect during the festive season.

Culinary Creators Collaborations

Watch culinary creators Richard (@richard_is_cooking), Che Sayang Kitchen and (@chesayang_kitchen), Mathanedward (@mathanedward) as they share their unique takes on traditional Chinese New Year dishes through their TikTok accounts.

Richard (@richard_is_cooking)

Richard started his culinary career when he was 22 years old, and has experienced being a baker, a salesman, and a chef. He has been a chef for over ten years and is currently working as a hotel manager. His culinary style revolves around Malaysian cuisine, where he curates all types of Malaysian dishes, as well as Malaysian desserts, snacks, and pastries to his over 650K followers.

Che Sayang Kitchen (@chesayang_kitchen)

Che Sayang Kitchen is a data engineer by profession. His love for cooking started with his post-work solo cooking sessions, where he often sought his mother’s guidance for recipes. He began to document his cooking process with his mother and decided to share his joy by uploading his videos on TikTok. In less than a year, he gained 1.2 million followers and more than 200 million views under the #resepichesayang hashtag. He is known for sharing a recipe in under two minutes.

Mathanedward (@mathanedward)

Mathan started viewing TikTok videos when he lost his job in Singapore during the pandemic. He returned to Malaysia feeling lost, taking a job first in his mother’s business and then later, as a food delivery person. A friend encouraged him to make use of his culinary skills by creating TikTok content, despite his doubts of anyone being interested in his videos. His passion and dedication paid off; in 2023, he was recognised as an Inspirational TikTok Creator and his hashtag #mathanedward has over 195.2 million views.

In-App Celebrations

From now until 15 February 2024, users can join in the festivities in-app by unlocking various ingredients to complete their very own virtual ‘yee sang’, a well-loved, uniquely Malaysian dish crafted especially for the festive season. Upon completion, users can win special prizes including realme phones, speakers, and exclusive TikTok merchandise. KL Foodie is TikTok’s official partner for creator content in this campaign. For more information on the #TasteOfCNY2024 campaign, or to build your very own plate of ‘yee sang’, visit the in-app page today: https://vt.tiktok.com/ZSNwtVDdy/