About iCookAsia
Food Has Always Been Our Story
iCookAsia is a Malaysian food media platform exploring the recipes, flavours, people and stories that connect us across Malaysia and Southeast Asia.
From everyday home cooking to hawker favourites, food traditions, new discoveries and the trends shaping how we eat today, we believe food is one of the best ways to understand the people and cultures around us.
Curating the ASEAN Plate, one story at a time.
Where It All Began
Our story started in Malaysia in 2008, long before short-form food videos became part of everyday life.
iCookAsia began as TryMasak, when our founder started recording his mother’s recipes to help his wife learn how to cook them.
What began as something personal soon reached a much wider audience.
More Malaysians discovered the videos and started using them as practical guides in their own kitchens. Over time, that simple idea grew into a food community built around recipes, cooking inspiration and a shared love of food.
TryMasak eventually became iCookAsia, but the idea at the heart of it has remained the same.
Use food to connect people.
From Recipes to Food Stories
Recipes will always be an important part of iCookAsia, but food is about much more than instructions and ingredients.
Every dish has a story.
It can tell us about a family, a neighbourhood, a community or a tradition that has been passed from one generation to another.
Today, iCookAsia looks beyond the recipe to explore the wider food culture of Malaysia and Southeast Asia.
We cover the food we cook at home, the dishes we grow up with, the places we eat, the people behind our food, and the new ideas and trends changing the way we experience it.
What You’ll Find on iCookAsia
Malaysia
The everyday food culture that makes Malaysia special, from hawker stalls and kopitiams to home kitchens, local ingredients and regional favourites.
Around ASEAN
Food, traditions and discoveries from across Southeast Asia, helping us understand what our neighbours eat and the stories behind their dishes.
Recipes
Practical recipes and cooking inspiration for the home kitchen, including favourites from our archive and new ideas worth trying.
Food Culture
The people, places, traditions and stories behind what we eat.
Trending
The food conversations happening now, from emerging dishes and ingredients to viral ideas, new products and changing eating habits.
More Than a Website
Over the years, iCookAsia has grown beyond its website into a food community across multiple platforms.
You can find our content on Facebook, Instagram, TikTok, Threads and YouTube, where we share recipes, videos, food discoveries, trends and stories in formats suited to each community.
Wherever you discover us, the purpose remains the same.
To make food interesting, useful and worth sharing.
A New Chapter for iCookAsia
Food media has changed dramatically since we first started in 2008, and iCookAsia continues to evolve with it.
Today, we are building a new chapter around Malaysia and the wider Southeast Asian food story.
That means rediscovering useful content from our archives, creating new stories, exploring emerging food trends, experimenting with new formats and finding better ways to connect our community with the food around them.
We want iCookAsia to be a place where you can discover something interesting, understand the story behind it and perhaps find something worth cooking too.
Curating the ASEAN Plate
Southeast Asia is home to an extraordinary variety of food cultures.
Different countries, communities and generations may cook differently, but food has an incredible ability to connect us.
iCookAsia wants to help tell those stories.
From Malaysia to the wider ASEAN region, we will continue discovering the recipes, flavours, people, traditions and ideas shaping the way we eat.
Welcome to iCookAsia.
Curating the ASEAN Plate.
Work With iCookAsia
iCookAsia also works with food brands and organisations that want to connect meaningfully with our community through content and media partnerships.
From sponsored food content and articles to social features, live activities and integrated campaigns, partnerships are developed around the brand, audience and campaign objective.
PARTNER WITH ICOOKASIA →