Transition to boost Malay-language content ecosystem
KUALA LUMPUR: Star Media Group Berhad (SMG) unveiled the rebranding of its culinary platform Kuali as part of a renewed push to strengthen its Malay-language content ecosystem.
SMG group chief executive officer Chan Seng Fatt said this year is particularly meaningful for the group as it celebrates its 55th anniversary.
“For this reason, for the first time, Star Media Group is bringing together its three main Malay-language platforms, mStar, Suria and Kuali, in a more structured and strategic setting, which we are calling “Next Level” for this event,” he said in his speech at the Next Level Open House held at Saloma Kuala Lumpur, here yesterday.
The integration, Chan added, reflects the group’s vision of building a more comprehensive content ecosystem, connecting audiences through information, voice and culture, with larger plans ahead.
Also present at the event were SMG Independent Non-Executive director Tan Sri Johan Jaaffar, chief operating officer Lydia Wang and chief content officer Datin Paduka Esther Ng.
To mark Kuali’s transformation, celebrity chef Datuk Redzuawan Ismail, better known as Chef Wan, together with SMG’s top management, “prepared” a signature dish, “Spaghetti Udang Banjir Tomato Ala Kimball”, during the event.
Kuali, a culinary platform established in 1998, is currently undergoing a rebranding exercise, transitioning from English to Bahasa Malaysia from July 1, 2025.
The platform adopts the concept “Lebih Daripada Resipi” (More Than Just Recipes), positioning food as a medium for cultural and community connection.
The event also featured collaborations with two strategic partners – KPJ Healthcare, which sponsored the mStar Baek segment, and Kimball, which supported the rebranding of the Kuali culinary portal.
The mStar Baek corporate social responsibility (CSR) initiative with KPJ Healthcare has been running for three consecutive years, with content broadcast across all mStar digital platforms.
Now in its fourth season, the programme has produced eight episodes featuring four celebrities and individuals with disabilities facing various challenges, including hearing impairment.
KPJ Healthcare president and managing director Chin Keat Chyuan said the collaboration reflects the group’s continued commitment to CSR through its partnership with SMG.
“This marks our third year working with Star Media Group through the mStar Baek programme, reflecting a shared commitment to meaningful contributions to society.
“At KPJ, we believe healthcare extends beyond hospital services. Through this collaboration, we are able to widen access to communities in need and support their well-being more holistically, in line with our Care for Life commitment,” he said.
The Arnott’s group senior regional marketing lead Vanessa Lim said they are pleased to participate in the event and shared the same vision with SMG group to support fellow Malaysians.
“We are a local brand and we are relevant to one another,” she said, adding that a strong partnership through a relevant platform such as a digital one, would be impactful.
Over the past two years, Kimball has worked closely with The Star, Suria and mStar, playing an active role in connecting Malaysians via food-driven initiatives.
Through campaigns and community activities such as Rewang at People’s Housing Projects, Resipi Jadi Rezeki at bazaar locations, and Misi Bantuan Banjir Kimball (Kimball’s flood relief mission), and its media partners continue to strengthen community bonds through food.
