Minotaur PH and MAGGI turn iconic video game dishes into reality at Cosplay Matsuri
Gamers have long enjoyed Final Fantaxy XV’s Crispy Meat skewers or The Legend of Zelda: Breath of the Wild’s beloved Kari-Riko Noodles in-game, but how do these iconic dishes taste in real life? A few thousand hungry cosplayers and gamers tasted the magic as MAGGI Gaming IRL took center stage at Cosplay Matsuri 2025, bringing video game recipes from screen to plate.Held at the SMX Convention Center in Pasay City from December 28 to 30, the three-day event drew almost 30,000 gamers, cosplayers, and even casual players into a nonstop celebration of fandom, creativity, and community. Anchored by Maggi’s #maggiGamingIRL platform, the activation showcased how food, gaming, and creator culture intersects—supported by appearances from well-known cosplayers including Nat Cordoba, Nikki Nikki, and Ken De Guzman.Attendees flocked the Maggi Gaming IRL booth to enjoy the Crispy Meat Skewers (inspired by Final Fantasy XV) and the Kari-Riko Noodles (from Legend of Zelda: Breath of the Wild), returned with friends, and engaged with the space at their own pace—often staying longer than planned. Food sampling and creator interactions blended naturally into the broader Cosplay Matsuri experience.From a brand perspective, the event marked a deliberate shift from screen-based engagement to physical participation. “We found a strong creative concept from Minotaur PH and wanted to be a leader in bridging the gap between our brands and the community in a real way,” says Ace Ballesteros, Brand Communications Executive at Nestle Philippines. Maggi showed up not as a sponsor on the sidelines, but as an active part of the community, participating in the memes, the trivia, and the people who love the culture.Chef Erik Magtanong, Nestle Culinary Development Chef, conducted live cooking demos showcasing dishes like the Kari-Riko Noodles inspired by The Legend of Zelda and the Final Fantasy-inspired Crispy Meat Skewers. “The attendees really brought the energy and came in full force as we showed how easy it is to cook your favorite gaming dishes. I personally loved the energy that the fandom brought to the Maggi Gaming IRL booth” added Chef Erik.“Maggi is traditionally known as a heritage mom brand, but through our activation at Cosplay Matsuri, our brand is now genuinely part of a usually closed-off community and therefore welcoming the next generation of Maggi consumers,” according to Gionna Martin, Maggi Brand Manager.“The Minotaur PH team really enjoyed working with the Maggi brand team to bring this to life. When a brand invests itself genuinely in a community, people reciprocate. This is why we value Maggi’s pioneering spirit in turning in-game food into real goodness that people tried at Cosplay Matsuri”, says Jamie Paraso, CEO of Minotaur PH. The Cosplay Matsuri activation demonstrates the organization’s approach to entertainment marketing and community building: placing brands inside culture rather than around it. By aligning Maggi Gaming IRL with an event where the audience already lives and gathers, the work emphasized the relevance of Maggi with a completely new demographic – the gamers.As Cosplay Matsuri continues to grow as a hub for gaming and pop culture communities in the Philippines, it remains a key space for brands looking to connect with younger, highly engaged audiences. Through its partnership with Maggi, Minotaur Advertising delivered an experience that felt less like a brand activation and more like a memorable gaming pitstop where you could pause, refuel, “save game” and load up on your favorite dishes.
