Subi’s Chef Cilik competition brings families together in the kitchen

SHAH ALAM – For 42 families, the kitchen became more than just a place to prepare food as parents and children cooked, laughed and worked together in the inaugural "Pencarian Chef Cilik Subi" competition at Mydin USJ.

Organised by frozen seafood brand Subi in collaboration with Mydin and the Malaysian Indian Chefs Association (MICA), the parent-and-child cooking competition was held as part of Subi’s 10-day roadshow.

The event, which was officiated by Selangor State Unity Department director Burhanuddin Daud, brought families together through a series of cooking activities designed to encourage creativity, confidence and teamwork.

Pacific West Malaysia general manager Joseph Lim said the competition was never intended to be about finding the most skilled young chef or the best dish.

“At Subi, we believe food has the unique ability to bring families together.

“Pencarian Chef Cilik Subi is not about finding the best chef or the best dish, but about creating meaningful moments between parents and their children,” he said.

Lim said the response to the inaugural competition had exceeded expectations, with 42 families taking part.

“The enthusiasm shown by parents and children has exceeded our expectations and reinforces our belief that Malaysian families are looking for more opportunities to spend quality time together.

“We are proud that Subi can play a small part in creating those special memories. While today celebrates creativity and confidence in the kitchen, the greatest achievement for us is seeing parents and children cooking, laughing, learning and growing together,” he said.

He added that Subi hoped the experience would leave families with memories that went beyond the competition.

“We hope every family leaves today with stronger bonds and unforgettable memories that they will cherish for years to come,” he said.

Rather than focusing solely on the final dish, the competition encouraged participants to work together throughout the cooking process, giving young chefs the chance to make decisions, explore their creativity and gain confidence while receiving guidance from their parents.

Using Subi products to prepare their seafood creations, the young participants also learned the importance of communication and teamwork while spending quality time with their parents.

The competition was one of the highlights of Subi’s roadshow, which began on July 31 and also featured product sampling, exclusive promotions and live cooking demonstrations by Subi brand ambassador Chef Alwi.

Visitors to the roadshow were also introduced to Subi’s range of frozen seafood products through recipe demonstrations by the Subi team, showcasing simple ways families can incorporate seafood into their meals.

Following the response to its first edition, the Subi Malaysia team is exploring opportunities to bring Pencarian Chef Cilik Subi to other parts of the country, including Kelantan and Penang.

The expansion would allow more families to experience the concept while supporting Subi’s wider effort to encourage family bonding through cooking.

The brand also expressed appreciation to Mydin for its continued partnership in making quality seafood more accessible to Malaysian consumers, as well as MICA for bringing professional culinary expertise to the programme and inspiring young participants.

For Subi, the competition may have begun with seafood, but its bigger recipe was simple, bringing parents and children together, one meal and one memory at a time.