AEON launches SAMBADO Challenge to support SMEs

For every purchase of 10 packets of SAMBADO chicken rice, 1 packet will be donated to individuals and families in the B40 income group


AEON Co (M) Bhd has launched its SAMBADO Challenge, an initiative to help small and medium enterprises (SMEs), and those affected by the Covid-19 outbreak through its cloud kitchen concept.

AEON CEO Shafie Shamsuddin said for every purchase of 10 packets of SAMBADO chicken rice, one packet will be donated to individuals and families in the bottom 40% (B40) income group, as well as those who have lost their jobs and income.

He said the group is targeting daily sales of 20,000 packets of SAMBADO chicken rice nationwide through a network of more than 65 AEON branches, consisting of AEON GMS Supermarket (34), AEON BiG (22) and AEON MaxValu (9).

“This means 2,000 packets of SAMBADO chicken rice will be distributed to those selected under the B40 group. These donations will be distributed by our branch the following day.

“AEON will work with local community leaders to identify those who need this assistance,” he said in a statement yesterday.

The SAMBADO chicken rice, or Nasi Ayam Sambal Abang Sado, is a product of a collaboration between AEON and local celebrity Alif Satar. This initiative lets the public buy and donate at the same time.

AEON also intends to recruit more than 400 additional riders for its home delivery service, offering full-time rider jobs with motorcycles provided and flexi rider jobs to those who are interested to work part-time (using their own motorcycles).

With the recent launch of its AEON MAKAN app, AEON riders will offer delivery of either groceries or food to customers.

SAMBADO chicken rice can be purchased directly at AEON Delicatessen, through the AEON MAKAN delivery app or through its website at

Meanwhile, AEON nutrition division head Azidah Alimuddin said the cloud kitchen concept has allowed demand for food delivery services to soar amid the pandemic.

“This concept helps traders maintain their cashflow and, at the same time, save on business costs because there is no need for capital and high daily operating costs,” Azidah said.

Apart from SAMBADO chicken rice, AEON is also carrying out its corporate social responsibility duty by helping more than 250 local entrepreneurs place their products at AEON.

Last year, sales from the SMEs category amounted to more than RM19.8 million, an increase of 23% compared to RM15.2 million recorded in the previous year.

The increase was due to the group’s initiative of opening up more supermarkets for local entrepreneurs.


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