Juniper
In Malaysian homes, comfort food is more than a recipe — it’s a feeling. It’s the joy of recreating a childhood favourite, the warmth of cooking for someone we love, and the quiet satisfaction of preparing a meal just for oneself. As more Malaysians embrace home cooking in the wake of post-pandemic lifestyle shifts, the act of cooking is not just a necessity but a source of joy, creativity, and connection.
This was the heart of Find Joy in Cooking, brought to life through #EmborgComfortFood, a nationwide campaign by Emborg that invites Malaysians to share their ultimate comfort food stories. Over 300 Malaysians opened their kitchens and hearts, representing thousands of minutes of joy stirred, baked, and sautéed — and revealed a deeply personal and culturally rich relationship with food that went beyond ingredients and into the rituals of everyday life.
The campaign uncovered how Malaysians relate to comfort food:
- 91% cook for loved ones, showing how food is often an act of love—a way to care for family, partners, or children.
- 47% cook alone, highlighting comfort food as a form of self-care, indulgence, or emotional regulation.
- 4 in 5 of comfort food dishes are warm, from a bowl of creamy soup to hot toast.
- 1 in 2 prepared larger portions to share, turning meals into moments of togetherness.
- 42% tie dishes to personal memories, from childhood kitchens to travel experiences, or moments that gave them a sense of comfort and safety.
Beyond the numbers, Malaysians described comfort food with phrases like “tastes like a hug,” “warms my soul,” and “not fancy, but full of love”, underscoring that comfort food here is defined not by complexity, but by emotion. Most dishes were made with humble, everyday ingredients—from cheesy toast to creamy broccoli soup, yet they carried deep meaning.
“Through this campaign, we saw how food becomes a language of love,” said Felix Ewe, Country Manager at Emborg Malaysia. “It was never just about sharing recipes, it was about rediscovering the emotional power of food and celebrating the stories behind every dish. We are proud to support Malaysians in exploring what comfort food means to them, and to be a part of their everyday kitchen journeys.”
Malaysia’s Comfort, Made Local
Comfort food in Malaysia is as diverse as its people. Across entries, the constant was familiarity rather than any single ingredient—warm, savoury dishes built from everyday staples. While cheese is not traditionally part of local cuisine, many participants found creative ways to fold it into familiar recipes, pairing it with bold spices and textures that reflect local tastes.
Across submissions, a recurring pattern emerged: dishes often combined starches like rice, noodles, or bread with creamy textures and umami-rich elements, a trio many Malaysians associate with ultimate comfort. Tomatoes (23%) and mushrooms (20%) were among the most-used ingredients, not only for flavour but also for how well they complemented dairy. Alongside with these staples, entries showed a preference for local herbs and aromatics like pandan, lemongrass, curry leaves, and basil, underscoring comfort built on rooted, familiar flavours.
Some home cooks embraced playful reinvention, experimenting with unexpected combinations such as golden kaya toast or buttermilk kerang (clams), reminding us that comfort food can be nostalgic, inventive, and deeply Malaysian, all at once.
“Ask any Malaysian what comfort food means, and you’ll likely hear about rice, noodles, or something creamy and warm. It’s carb-rich, flavour-packed, and deeply personal. As a chef, I’ve learned that comfort food isn’t defined by technique, but by how familiar it feels. Even the simplest dishes, whether it is a cheesy twist on a family recipe or a warm bowl of noodles, can stir one’s heart. You don’t need complexity to create joy in the kitchen. Often, it’s the everyday meals that stand out the most,” shared Celebrity Chef Nik Michael Imran, who is also Emborg’s Professional regional Chef.
Beyond flavour and familiarity, the campaign points to a shift towards Malaysians embracing alone time, where their kitchens serve as a personal reset—a form of self-care. Making comfort food has become a mindful ritual to slow down, regulate emotions, cope with stress, and at times, indulge. For some, it is also a canvas of self-expression: revisiting a memory or challenging oneself with whatever is in their kitchen. “Caramel pudding is my go-to comfort. I make it simply because I want to enjoy it, and it always makes me feel good,” shared Nurayuni binti Rashid from Shah Alam.
For nearly 80 years, Emborg has been a trusted kitchen companion in Malaysian homes. With high-quality dairy products that bring both simplicity and richness to everyday meals, Emborg continues to inspire Malaysians to cook with confidence and joy.
Discover more comforting, easy-to-try recipes at Emborg’s Find Joy in Cooking: https://www.emborg.com/my/find-joy-in-cooking/.
