Jati Chom Chom - Takes Local Rice From the Shelf to the Snack

Salam & hi!

Yesterday, Malaysia's well-known household brand, Jati, created a history by making its first move into the country's competitive snack market with Jati Chom Chom, a ready-to-eat white rice puff snack made with local rice.

I was truly humbled to witness myself, the launching of this very product.

Serba Wangi Sdn Bhd, the Malaysian rice producer and distributor behind the Jati brand, is pushing to transform local rice into a modern snacking experience for children, teenagers, young working adults and families. 

The move comes as consumers are increasingly looking for convenient and distinctive options beyond traditional corn, potato and wheat-based formats.

The Event and Activities

Came as a KOL , I had so much fun with my family, engaging in all the activities prepared for the event.

Upon registration, the guests were given a mission card, and after completing all the tasks given, guests can redeem Chom Bag, which is a recyclable bag with custom design.

Human Claw activity.

Snap photo here, was also one of the task

Another task to be completed

Official Launch

The product officially launched at Old Malaya, Kuala Lumpur yesterday, was officiated by Tuanku Raja Puan Muda of Kedah, DYTM Che Puan Muda Zaheeda Binti Mohamad Ariff. The venue embodies the local culture, food, community and heritage. Its strong Malaysian identity and nostalgic atmosphere made it a natural fit for the occasion, reflecting the brand's direction of bringing local rice into a contemporary everyday format. 

DYTM Che Puan Muda Zaheeda said innovations such as Chom Chom not only create new products, but also drive demand for local rice, supporting farmers' incomes and strengthening the entire rice ecosystem.

"This is the true impact that we should celebrate, how innovation connects the entire rice value chain, from paddy fields to market.

The rice snack is currently available at selected Lotus's, Giant and AEON outlets nationwide, with distribution being progressively expanded into general trade channels to strengthen accessibility across urban and suburban communities.

Jati Chom Chom reimagines local rice into a new generation of snacking, fun, affordable and accessible for younger consumers, backed by the trusted Jati name and its continuous commitment to product innovation, quality and consistency. 

Meanwhile, Secretary-General of the Ministry of Agriculture and Food Security, Datuk Seri Isham Ishak, who was present at the event said the future of Malaysia's agricultural sector is no longer centred solely on production, but lies in innovation, branding, value creation and market expansion.

"I am very proud to share that Chom Chom has been introduced as 'Malaysia's First White Rice Snack'. This is a remarkable achievement!"

VIPs: Duli Yang Teramat Mulia Che Puan Muda Zaheeda Binti Mohamad Ariff, Tuanku Raja Puan Muda Kedah, Dato’ Mohammad Azlan Abdullah, CEO of Padiberas Nasional Bhd (BERNAS) , Datuk Seri Isham bin Ishak, Secretary General of Ministry of Agriculture and Food Security

And the event ended with beautiful drone show, in the sky of Kuala Lumpur.