Creative Ramadan Social Media

PichaEats highlights Malaysian refugees' struggle for food


By Shawn Lim | Reporter, Asia Pacific

May 9, 2019 | 2 min read

Malaysia-based food business PichaEats (formerly known as The Picha Project), has launched a campaign to show how the simple act of enjoying a meal could change lives for refugees during Ramadan.

The campaign, created by Goodstuph, Reel Loco Productions and Song Zu Singapore, aims to show how the struggle to put food on the table is a difficult reality for refugees seeking asylum in unfamiliar territory.

It was reported in December 2018 that over 160,000 refugees and asylum-seekers are registered with the Office of the United Nations High Commissioner for Refugees in Malaysia. However, as Malaysia is not a part of the United Nations 1951 Refugee Convention, refugees in Malaysia lack access to legal employment and formal education.

The campaign video highlights the harsh realities of life as a refugee, by spotlighting the true story of Syrian refugee and Picha Chef, Rania. It shows how her family escaped from war-torn Raqqa, while showing the preparation of her signature Fattet Magdoos, a traditional stuffed eggplant casserole dish served with fried Arabic bread, at the same time.

“PichaEats was started with one simple mission – to rebuild lives through food,” said Suzanne Ling, the co-founder of PichaEats.

“Our solutions focus on empowerment through access to sustainable employment opportunities through a simple food business that connects people. We believe that even the daily and necessary act of purchasing a meal may aid in alleviating this global humanitarian crisis.”

Reality is served by Goodstuph

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