If you’re always on the lookout for something unique and delicious, especially with a bit of local flair and cheeky humour, then you’re in for a treat. A brand-new culinary collab has just dropped, and it’s bound to excite both foodies and fans of one of the most recognisable online personalities. Uncle Roger — yes, that Uncle Roger known for roasting fried rice and promoting all things “UMAMI” — has teamed up with Mamee to bring Malaysians a dish that’s equal parts funny and flavourful. Introducing the Umami Fried Rice, available starting 3 June 2025 exclusively at Mamee Jonker House in Melaka.
Why is this such a big deal? Let’s break it down.
A Collaboration Worth Talking About
For those unfamiliar, Uncle Roger (real name Nigel Ng) is a Malaysian comedian who became a global internet sensation through his hilarious food critique videos. He’s particularly known for his love of MSG, disdain for improperly cooked rice, and his catchphrase “Fuiyoh.” Now, imagine this character teaming up with Mamee, one of Malaysia’s most beloved snack brands, to create something that actually lives up to his high culinary standards.
The result? A bold, MSG-forward fried rice dish dubbed the Umami Fried Rice, made in celebration of the distinct savoury punch Uncle Roger always raves about. Unlike your typical plate of nasi goreng, this version is specially crafted to hit those deep, satisfying flavour notes, giving it a richness that lingers and, as Uncle Roger would say, “call you back.”
Only in Melaka — A Foodie’s Paradise
This exclusive launch is happening at Mamee Jonker House, located right in the heart of Jonker Street, Melaka — a spot that’s already a tourist favourite. For those planning a road trip, this is the perfect reason to visit one of Malaysia’s most culturally rich cities. Not only can visitors enjoy a bowl of this limited-time fried rice, but they can also explore Mamee’s themed attraction, learn how snacks are made, and shop for unique merchandise and souvenirs.
There’s something exciting about a food promotion that’s not just about eating, but about experience. The vibe at Jonker Street is always buzzing — heritage buildings, street food, music, and local craft shops line the road. So heading down to Mamee Jonker House feels less like a routine meal and more like a weekend outing filled with nostalgia, fun, and good eats.
The Umami Factor — What Makes It Special
The term “umami” refers to the fifth taste (alongside sweet, sour, salty, and bitter), known for its deep, savoury flavour. Think mushrooms, soy sauce, dried seafood — and yes, MSG. Uncle Roger has long advocated for the use of MSG in cooking when done properly, and this new fried rice is no exception.
Crafted to reflect the balance and richness often missing in standard fried rice recipes, the Umami Fried Rice isn’t just a gimmick. It’s backed by Uncle Roger’s taste philosophy, and by Mamee’s culinary execution. They’ve taken care to blend local and international flavour profiles into a dish that feels comforting but still has enough punch to impress.
The result? A dish that’s not only delicious but educational — for those who’ve always wondered what “umami” really tastes like, here’s your chance to try it out in a fun, familiar format.
Why You Shouldn’t Miss This
Let’s be real — how often does a viral comedian and a Malaysian snack legend come together to create a dish available to the public? This isn’t just about food, it’s about pop culture, pride in local talent, and an appreciation of authentic flavours.
And this isn’t a mass-market rollout — the Umami Fried Rice is currently only available at the Mamee Jonker House. That means it’s exclusive and limited, adding a little excitement and urgency for those wanting to be among the first to try it.
Planning a visit also makes for a fun family trip or an impromptu foodie adventure. With school holidays around the corner and plenty of long weekends ahead, a short getaway to Melaka could easily revolve around this unique culinary experience.
Mamee Jonker House itself is a lively place, offering attractions for all ages — from interactive exhibits showing how Mamee products are made, to snack-making workshops where kids can create their own instant noodles. So even if not everyone in the group is into fried rice, there’s still something for everyone to enjoy.
Local Brands Doing Big Things
There’s also something genuinely refreshing about seeing Malaysian brands and personalities pushing boundaries. This collaboration brings global pop culture energy right back to home turf. Uncle Roger, though internationally known, has always remained grounded in his Malaysian roots. And Mamee, a brand that grew up with generations of Malaysians, continues to find ways to stay relevant while honouring their heritage.
This campaign speaks to how far local creativity can go — by merging humour, nostalgia, and bold taste into a single promotional campaign, they’ve created something memorable and worth talking about.
So if you’re someone who loves good food, appreciates humour, and wants to support creative Malaysian ventures, this is a great reason to make that trip to Melaka.
Whether you’re going with friends, family, or solo for a little foodie pilgrimage, it’s a great excuse to reconnect with one of Malaysia’s most iconic cities while treating yourself to a dish that promises big flavour and even bigger fun.
Don’t forget to take some photos while you’re there — this is one of those experiences that’s bound to trend.
And who knows — if the response is good, perhaps Uncle Roger and Mamee might consider launching more flavour-packed items in the future. Until then, enjoy the umami wave while it lasts.
Promotional/Event Details:
Date: 3 June 2025 Onward
Time: Daily operating hours of Mamee Jonker House
Venue: Mamee Jonker House, Jonker Street, Melaka
Google Maps: https://maps.app.goo.gl/CMJXubtx4hCUnxyn6
Source Details: https://www.facebook.com/61562961900450/posts
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