How far are you willing to go to satisfy your children’s desires, however outlandish they may seem?
For one Siti Nuraini binti Nuawi, it would be starting a F&B empire, bringing affordable halal Japanese cuisine to sate her kids’ cravings.
“The inspiration came from my kids’ love for Japanese cuisine and a desire to create a space where people could enjoy freshly prepared, quality sushi at affordable prices,” said the Nippon Sushi founder to Vulcan Post.
Since the founding of Nippon Sushi six years ago, Siti has gone on to found MyViets and Shabuyaki by Nippon Sushi, all stemming from humble dreams to improve accessibility to foreign cuisine for local Muslims.
Now 50, the quinquagenarian still has big dreams, and she has no plans of slowing down.
Calculated first steps
“Back then, most Japanese restaurants were [just] ‘Muslim-Friendly’ or ‘Pork-Free’. Hence, I saw an opportunity to bring cosy and casual dining experiences to Malaysia, and I believed halal-certified restaurants will get me to capture market share from the 60% Malay population,” said Siti.
And thus, with a background in marketing, branding, and consumer engagement, and years of experience as a franchisee, Nippon Sushi was founded, born out of a dream to bring affordable halal Japanese food to Malaysians, and her family.
“I had a deep passion for food and a knack for identifying market gaps, especially in halal offerings.”
“I was motivated to provide an elevated dining experience while making Japanese food accessible to a wider audience,” she added.
The initial startup capital came from Siti’s own savings as well as through a joint venture with business partners, with equipment leasing from Hitachi Capital Malaysia, she shared.
“In the early years, we reinvested 100% profits back into the business to fund expansion,” said Siti.
And expand they did, under the guidance of Siti’s keen eye for market trends.
Keeping the pace
After Nippon Sushi proved to be a hit, Siti turned her sights to Vietnamese cuisine after noting that Malaysians were among the top ten international tourists to Vietnam.
Soon enough, a central kitchen was set up in Semenyih in July 2020, before the first MyViets outlet was opened in Bandar Baru Bangi in November that same year.
“We serve authentic and flavourful Vietnamese cuisine prepared with fresh, fragrant, and aromatic ingredients.
“Our menu showcases the vibrant flavours of traditional Vietnamese cuisine, reimagined in fun and healthy ways for modern Malaysians. Whether you’re looking to explore new flavours or simply enjoy a night out, MyViets restaurant is the perfect dining destination for the bold and daring,” said Siti.
Siti added that during the COVID pandemic, the government offered a special relief fund facility (SRF) to SMEs, which they benefited from for short-term cash flow.
Nowadays, however, they are sizable enough to be able to seek financing from commercial banks.
As such, as profits swelled, Siti wanted to address the growing demand for interactive dining experiences and all-you-can-eat buffets.
And so, Shabuyaki was born. A franchise under Nippon Sushi that offers a halal Shabu-shabu and Yakiniku buffet experience to customers.
“When I start a new business, I begin by identifying a new trend in the market. I carefully assess customer preferences and competition before diving into a new venture. I also look at the scalability and profitability of the concept, as well as how it aligns with our brand ethos.”
“We entered the market riding on our strong value proposition, which is on halal offering,” said Siti.
Currently, the Nippon Sushi Group owns 40 branches across Peninsular Malaysia, with 20 Nippon Sushi outlets, 14 MyViets outlets, and six Shabuyaki outlets, with another seven Shabuyaki outlets to open this year, with all of them being corporate owned.
“Consistency is key to maintaining brand identity and customer loyalty. We implement strict operational standards, regular training for all staff, and ensure that our suppliers provide the same high-quality ingredients at each location.”
“Approximately 90% of the food served at our restaurants comes from our central kitchen. This centralised approach allows us to maintain consistent quality, minimise variations, and ensure timely delivery to all our branches,” added the entrepreneur.
No stops ahead
Despite all the successes under her belt, Siti has no plans of slowing down, adding that the group has achieved strong year-on-year growth.
“We are on the road to achieving our first RM100 million revenue as a group,” she said.
The Nippon Sushi Group plans to expand their presence in Malaysia by opening new outlets in more locations, including Sabah and Sarawak.
With that, they want to break into new markets.
“Scepticism is very high among non-Muslims as their understanding is that halal requirement is only for Muslims and we are trying to change this misconception. It’s a long journey but we will make it happen,” said the founder.
In the long term, Siti said that there are aspirations to take the business to international markets, specifically in high-population Islamic countries.
For aspiring foodpreneurs, she had this to share: “The F&B industry can be challenging, but it’s important to stay focused on delivering value to your customers.”
“Don’t be afraid to innovate and learn from both successes and failures. Building a strong team and being involved in every aspect of the business, from operations to customer service, is crucial for long-term success.”
- Learn more about Nippon Sushi here, and MyViets here.
- Read other articles we’ve written about F&B businesses here.
Featured Image Credit: Siti Nuraini Instagram / Nippon Sushi
