YOU^th x VATION

HUNGRYLAH! is a photographic e-Recipe book created by the team - introducing traditional Malaysian food cultures in a whole new way, for example mixing curry with Char Kway Teow noodles, adding egg yolks in coffee, Nasi Lemak in fine dining, soft drink with Chin-Chau, Milo-Dinosaur, etc. that not only attracts younger audiences but also encourages innovativeness in local dishes.

The team started this project because of the issue observed between Malaysian youth and Malaysian food culture, for instance, a lot of new food cultures such as Korean, Japanese food cuisine seem becoming a favourite and have more attention among Malaysian youth, while Malaysian food cuisine gradually being left-out by local youths.

Therefore the team's creative solution is to publicise Malaysian cuisine in new fusion style, as the brand tagline promotes "Taste of Fusion" to add fascinating side-kick of innovativeness in recipes guide to the editorial content, to ignite curiosity of local youth in learning about local dishes, as well as picking up simple steps in cooking.

With the pandemic and lockdown in Malaysia, the team sees it as an opportunity to have youth involve and participate in HUNGRYLAH! mobile app e-Recipe book as it engages youth in healthy indoor activities by making cooking a popular hobby, as well as educating the community to appreciate local food culture.