[This article is written in collaboration with GIOIA.]
Malaysia is practically bursting at the seams with gelato brands these days. Everywhere you look, there’s a new gelateria that combines aesthetically pleasing interiors with promises of “artisanal” or “premium” offerings.
A relatively new brand on the scene is GIOIA, which opened its doors in July 2023 and has been steadily expanding.
Last year, our team had the chance to visit the brand’s latest gelato parlour in Chinatown, KL. We went in with some scepticism, wondering how it would stand out from being just another gelato spot.
After all, how much room is left in the already saturated dessert market?
But we were pleasantly surprised as we were greeted by a space that felt like part chic cafe and part cosy hangout spot.
It didn’t seem to be your typical grab-and-go gelato setup, nor was it the kind of place where you awkwardly balance a cone on a tiny stool. GIOIA had something else going on, and once I found out the brand’s story, it was clear why.
The visionary brains behind the joy
GIOIA (which means “joy” in Italian) isn’t just some random brand trying its luck. It’s the lovechild of three founders who actually know their stuff, supported by a passionate team and partners.
Leading the charge is Master Chef Eric Wong, with 43 years of F&B experience under his belt. The man’s practically a master baker and gelato Gandalf, having trained chefs around the globe, including in Italy itself.
Then there’s Pivian Liew, a seasoned entrepreneur who played a pivotal role in creating and nurturing the brand, now leading the group’s business development efforts.
And finally, there’s Carmen Liew, a law graduate who traded legal jargon for gelato dreams, ensuring the day-to-day operations run seamlessly.
GIOIA operates under the umbrella of Levain Group, an F&B powerhouse with 30 years of experience, founded by Eric and Pivian themselves. So, yes, it looks like they’ve got both the expertise and the resources to make this venture a success.
Levain Group is an F&B consultancy and equipment supplier based in Malaysia. They specialise in providing turnkey solutions for F&B businesses, offering services such as menu R&D, advanced machinery supply, and premium frozen breads and pastries.
So, why another gelato brand?
Despite Malaysia’s gelato market being saturated, GIOIA saw an opportunity to redefine what premium gelato could be.
Unlike many competitors, GIOIA freshly churns its gelato right in front of customers, using 100% natural ingredients without any compromises, the founders shared with Vulcan Post.
“We position ourselves as premium from the initial stage because we believe consumers deserve a good choice to pamper themselves,” they explained. “It’s not about the price; it’s about the quality and the entire GIOIA experience.”
Eric’s expertise plays a significant role here. Having worked with Italian chefs for over two decades, he’s developed recipes that marry local ingredients with Italian craftsmanship.
Still, one of their biggest hurdles was convincing people that their gelato was worth the premium prices, said GIOIA.
“Before coming into GIOIA, people had a big question mark on what’s so premium about it,” the founders admitted. “But the moment they taste it, they know that’s good quality there and we overcome all those challenges.”
Which is why to win over sceptics, GIOIA offers free, unlimited tastings. “We are so confident in our product,” they said. “Once they try it, they understand the quality and the effort that goes into it.”
The art of standing out
Much of GIOIA’s growth can be attributed to its investment in top-notch machinery and thoughtful design, they shared.
“Machinery is where we invest most of our capital,” shared the team, emphasising that it’s a worthwhile expense to ensure their gelato meets the highest standards of quality. Their gelato-making equipment features advanced Italian technology.
These machines have helped them churn out over 80 flavours to date, and GIOIA constantly innovates to surprise and delight customers.
Their flavours range from imported Italian pistachio (Pistacchio) to locally sourced 100% Grade A Musang King durian (II Re Della Frutta Durian).
Seasonal offerings like hibiscus gelato (Ibisco) for Hari Kebangsaan sit alongside Italian classics and local favourites like Tropicale, a tropical blend of fresh banana, mango, and passion fruit.
But standing out for GIOIA means more than just offering a quality product. That’s why they also design each of their outlets to offer a distinct experience.
“Every GIOIA outlet is designed with a lot of effort to create the perfect ambience,” they added.
The first outlet in Jade Hills Resort Club, Kajang, overlooks a serene lake, providing a calming environment perfect for enjoying gelato.
Located in the bustling streets of Chinatown, the second outlet offers a cosy, urban chic vibe. The upcoming Bukit Bintang outlet promises yet another different atmosphere.
“Every GIOIA is going to have its own identity,” they explained. “We’re very picky about locations. If we can’t create a story and theme we’re passionate about, we don’t proceed.”
Not just a scoop, but a mission
GIOIA’s short-term goal is to solidify their presence in Malaysia, but they won’t be expanding rapidly through franchising.
Instead, the team is focused on growing the brand organically while staying true to its premium boutique identity by welcoming joint venture partners who share the same passion and enthusiasm for building a solid and fun gelato empire.
With their eyes set on international expansion as their long-term goal, it seems this journey of joy has only just begun.
But beyond the equipment and aesthetics, it’s the human touch that sets GIOIA apart, the team believes. “A place where people keep coming back because of the food and the service,” they pointed out.
From our experience and looking at the brand’s online reviews, they’ve certainly lived up to expectations.
- You can learn more about GIOIA here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: GIOIA
