Mamee-Double Decker Distribution (M) Sdn Bhd has introduced a refreshed lineup of its DAEBAK Korean sauces, featuring revamped packaging designed to appeal to Malaysian tastes.
Unveiled at the DAEBAK Engagement Workshop held at TCH Foodworks, the updated Sweet Chilli, Soy Garlic, and Tteokbokki, reflects Mamee’s commitment to localising Korean cuisine while upholding Halal standards and strict food safety protocols.
Mamee-Double Decker’s Director of Food Service, Jennifer Chee, said the relaunch aims to spark consumer excitement and highlight the versatility of DAEBAK Korean sauces in everyday Malaysian meals. “We’re also deepening our engagement with customers and chefs to better meet the rising Halal demand among Muslim consumers.”
To promote the Korean sauces for Malaysians, Mamee organises ‘Nikmati Rasa Authentik Korea’ campaign, engaging Mamee chefs Faizul Hazly and Korean chef Byungyoon Kim to conduct live cooking demonstrations, showcasing dishes such as Budae Jjigae, Kogi Chicken, and the fiery Ghost Pepper Ramyun, all designed to highlight the versatility of Korean flavours in local cuisine.
Chee noted that while Korean cuisine remains a niche segment, its popularity is rising rapidly in Malaysia, fuelled by the cultural wave of K-dramas and K-pop.
In addition, these Korean sauces can also be easily infused into Malaysian cuisines.
Developed in collaboration with Korea’s Shinsegae Food, the sauces are crafted for versatility across multiple channels, including RTE meals, central kitchens and HORECA establishments.
In line with the relaunch, Mamee is ramping up brand presence and outreach through hotel tours, food truck activations, café collaborations and participation in key trade events such as Food Hotel Malaysia 2025.
