Mamee has tied up with UTme! by UNIQLO in Malaysia for a special collection across t-shirts and tote bags. The t-shirt collection features its Mamee Monster characters - Blue Monster, Pink Monster, Red Monster - as well as Mister Potato and Mamee noodles, and comes with stickers that are exclusively available at the newly opened UNIQLO DA Square at Damansara Avenue. The collaboration is in celebration of the fashion brand's 10th year anniversary and the opening of UNIQLO DA Square.

Group executive director Pierre Pang said Mamee has progressed over the past five decades to become Malaysia's childhood snack. It also captured the hearts and imagination of consumers by spreading joy and love, he added. "It is a wonderful opportunity to honour our history and the people who contribute to maintaining the value of Mamee, therefore, in a way we want to celebrate the occasion with our fans by coming together in this collaboration," Pang explained.

Mamee previously collaborated with UNIQLO for an ad hoc campaign a few years back, Pang told A+M in an interview last year, and the tie-up made the brand realise that today's consumers want to engage with a brand that goes beyond the physical product they consume. This resulted in them being "very pro-collaboration and focused on excitement-based campaigns", such as the spicy boba noodles partnership with Tealive, its 2020 t-shirt collaboration with local lifestyle brand Oxwhite, and the ghost pepper noodles under Mamee Shinsegae, a joint venture company between Mamee and South Korea's Shinsegae Food.

Mamee's previous ghost pepper noodles were a hit with consumers and this time round, it has launched three new flavours of ghost pepper instant noodles - curry lontong, mie goreng Indonesia and spicy beef mushroom - to meet the needs of consumers who want to try different varieties of the fire noodle. The packaging design features Red Monster, who represents all things spicy.

To promote the new flavours, the brand tied up with Malaysian songwriter and rapper Altimet, who Pang described to be "the perfect choice to partner with", given he resonates with Malaysian youths who are always game for something new, edgy and exciting. With the new flavours, Mamee believes that consumers can live up to the motto of "Adjust your pedas, asalkan puas" (Adjust your spiciness, as long as you are satisfied).

"More than just another noodle, we believe that the combination will enhance the taste and textures that will offer a truly unique and multi-sensory experience for the palette,” he added. A+M has reached out to Mamee for additional information on the collaborations.