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A 10-episode vertical drama produced by KULT premiered on 20 February 2026
KULT, a digital-first marketing solutions company, has partnered with Mamee Double Decker (M) Sdn Bhd to produce Meeriah 2gether, a 10-episode micro drama built for short-form platforms and inspired by a uniquely Malaysian cultural moment: Chinese New Year (17 February 2026) arriving just as Ramadan begins (19 February 2026), two major celebrations unfolding side by side, leading into Raya.
Produced end-to-end by KULT for Mamee Noodles, Meeriah 2gether brings together culture-first strategy, entertainment-led storytelling and creative production craft to create a series that feels authentic to the way. Malaysians live today. The micro drama captures the humour, heart and everyday realities of navigating overlapping festivities where one constant remains: food brings people together.
As brands look beyond conventional festive advertising, KULT and Mamee Noodles set out to create a story designed to be watched like entertainment; character-driven, bingeable, and built to spark conversations while rooting the brand naturally within the moments audiences recognise.
“This year’s festive timing is a rare reminder of what makes Malaysia special, different traditions happening side by side, with the same spirit of togetherness,” said How Yuan Yi, the Chief Marketing Officer of Mamee.
“Meeriah 2gether is our way of celebrating that, and reaffirming what Mamee Noodles has always stood for: food that brings people closer, no matter the season, no matter the culture. We put our trust in KULT to bring this idea to life; from story to screen because we wanted something that felt lived-in, local, and truly reflective of how Malaysians celebrate.”
“What made this collaboration meaningful wasn’t just producing a micro drama; it was capturing a cultural truth and adding a dramatic twist to it,” said René E. Menezes, KULT Leader. “When CNY and Ramadan overlap, Malaysians don’t choose one identity over another; we make space for both. Mamee Noodles is the constant in that shared experience, and Meeriah 2gether is built from that insight. The best work comes from partners who trust each other, which Mamee gave us the room to create with heart, and we delivered a series designed to connect through the festive period and travel naturally across short-form culture.”
A title made for Malaysia: Meeriah 2gether
Meeriah 2gether is built on the concept of mixed cultures which is what makes Malaysia, “Malaysia.” It celebrates the way different traditions can unfold side by side, while the spirit stays the same: warmth, generosity, and the joy of coming together. Through this series, KULT and Mamee Noodles spotlight the everyday moments where connection sparks naturally, often starting with something simple: sharing food.
Built for culture, crafted for conversation
Micro dramas have quickly become a compelling format for brands to show up through entertainment where the narrative comes first, and the brand fits organically into moments people actually relate to. For Mamee Noodles, KULT developed Meeriah 2gether to feel unmistakably Malaysian: grounded in festive behaviours, family dynamics, with unavoidable, relatable family drama during festivities, and the small gestures that definethe season. Each episode is designed to invite reactions, comments and shares turning festive storytelling into a series audiences can follow.
Where to watch
Meeriah 2gether released across the following social media channels with teasers and episodes rolling out through the festive period:
• Mamee’s official social channels:
o Instagram: @mameenoodlesmy
o Facebook: MAMEE Noodles
o YouTube: MAMEE Noodles Malaysia
• MY FM
o Facebook: MY (Malaysia)
o TikTok: @myhaowen
• Era FM
o Facebook: ERA (Malaysia)
o TikTok: @era.je
• Astro Gempak
o TikTok: @astrogempak
