11street has partnered with JOCOM, an m-commerce platform specialising in online groceries and shopping, to offer fresh produce and other frozen goods in the lead up to Chinese New Year. As part of its marketing strategy, it is creating a 10-episode cooking show titled Cooking Up Prosperity, which will be streamed online.

The show will be sponsored by Clio, Desa Home, Electrolux, F&N, Khind, Kinohimitsu, Maggi, Onenot-enough, Philips, Sharp, SJK Electrical, Starbucks, Sublime and Trine Nexus. Cooking Up Prosperity also features Malaysian chef Cheah Kee Khiang and is hosted by TV personality Wong Chui Ling.

It showcases simple-to-follow Chinese New Year recipes using fresh ingredients available on JOCOM’s online store at 11street.  Additionally, JOCOM plans to expand its online grocery business nationwide, including the east coast, by the third quarter of 2018.

“More Malaysian consumers would start to explore shopping for groceries and other household items online. This holds true and as 2017 comes to an end, we expect this category to only flourish from hereon,” Bruce Lim, VP of merchandising at 11street, said.

“When we first partnered with 11street last year, we wanted to expand our outreach to a wider community. More importantly, we hoped to empower Malaysians with the convenience of shopping for groceries and other household items online. As a way forward, we produced the cooking show to showcase that Chinese New Year preparation can be made simpler if they know where to get the ingredients and how to best prepare them, without the need to leave their homes,” Joshua Sew, CEO, JOCOM, said.