This article shares the experiences of a couple of foreigners who started a small food business in Malaysia. They recount their motivations, challenges, and unique approach to the industry, offering insights into the Malaysian market and the realities of being a small business owner.
The Journey Begins: From Shanghai to Malaysian F&B
The couple, originally from Shanghai, decided to start a food and beverage (F&B) business in Malaysia in March 2024, after being uprooted at the age of 40. They launched their online business in January and have been working at it for about half a year. Despite being a small business, bordering on micro-enterprise, they are passionate about their work and want to share their journey. Their goal is to inspire other middle-aged individuals to pursue a happy life abroad.
Inspiration and Origins
The business stemmed from Mrs. Wang's passion for cooking and inventing new dishes. The couple decided to turn this hobby into a reality, especially since moving to Malaysia provided the perfect opportunity to practice and experiment. They were also inspired by their interactions with many Chinese caterers in Malaysia who had dedicated decades to perfecting their craft, focusing on quality ingredients and traditional cooking methods.
Balancing Tradition and Scalability
The couple aimed to balance their passion for good food with the need for scalability and convenience. They wanted to create products that retained the "mother's food" quality – good taste, good ingredients – while also being easy to prepare at home. Their goal was to avoid the pitfalls of some mass-produced food items that rely on chemicals and artificial flavors. The brand's current slogan is good taste, good ingredients, and good convenience.
The Reality of Craftsmanship and Delivery
The couple emphasizes the importance of traditional craftsmanship and quality ingredients. They avoid shortcuts, focusing on time-consuming methods to bring out the best flavors.
Commitment to Quality
Instead of using quick methods and chemical seasonings, they spend time preparing and cooking their products. An example is how their helper knows that they use real, expensive spices due to the strong aroma when they are cooking downstairs.
The Value of Self-Delivery
Initially, many questioned their decision to personally deliver goods. However, the couple believed it was crucial to understanding their customers' needs and gather feedback. Although it was exhausting and filled with errors initially, they learned and perfected it.
Gaining Customer Insights
Through self-delivery, they've heard heartwarming stories from customers and learned about their specific needs. They've also received valuable feedback on packaging and product quality. For example, a customer told them his family member has stage 4 cancer and hasn't finished a complete meal for a long time, but for our food, he not only finished the dish but also the meal, which encouraged them greatly.
Navigating the Malaysian Food Market
The couple shared their thoughts and observations about the Malaysian food scene, particularly with the rise of Chinese catering companies.
Concerns About New Trends
They acknowledge the benefits of a more diverse market but also express concerns about potential issues:
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Excessive Oil and Spiciness: Many worry about overly oily and spicy dishes.
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Technological Food: Concerns about the use of technology in Chinese snacks and food production.
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Impact on Local Flavors: The potential impact on Malaysia's traditional "ancient taste."
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Marketing vs. Quality: Some Chinese restaurants focus more on aesthetics and marketing than on the actual quality and taste of the food.
Appreciating Malaysian Resilience
Despite these concerns, the couple appreciates the resilience of the Malaysian market. They believe that Malaysians are discerning and will ultimately choose quality over fleeting trends. The couple believes that voting with your feet is a positive thing.
Building Customer Relationships
The couple has forged close relationships with their Malaysian customers. They've been invited to parties and have even exchanged cooking skills. This connection is especially valuable for an e-commerce business, as it humanizes the brand and fosters loyalty.
SME F&B: Opportunities and Challenges
The couple acknowledges that the food industry in Malaysia is competitive. However, they believe there are still opportunities for those who offer new solutions and innovations. The intention is to cut into the bottom of a mature and huge market, but we provide some new solutions and innovations so that we have a chance.
The Halal Market
The couple has been asked why they don't pursue halal certification to tap into the Malay market. While they recognize the potential, they believe it's important to wait until the conditions are right.
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Strategic Considerations: Halal certification requires audits and ongoing compliance, which involves costs.
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Prioritizing Readiness: They want to ensure that they can maintain or even improve their product quality and operational systems before pursuing halal certification.
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Waiting for Demand: They would prioritize certification if there was a confirmed demand from a supermarket or restaurant group.
Final Thoughts: A Foreigner's Perspective
The couple concludes by sharing their experience as foreigners starting an F&B business in Malaysia. They hope their journey inspires others and demonstrate that success is possible with passion, dedication, and a focus on quality.
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