SugarBun signs partnership with Sedaplycious to expand into West Malaysia, overseas markets

Hi Everyone,

East Malaysia’s iconic quick-service restaurant brand SugarBun Corporation Berhad (SugarBun) has signed a regional partnership with Sedaplycious Sdn Bhd (Sedaplycious) to expand deeper into West Malaysia. The agreement marks a major milestone for the home-grown brand as it builds a national presence and sets its sights on international growth.

Borneo Oil Berhad (BornOil) managing director Datuk Joseph Ambrose Lee said the partnership is set to strengthen SugarBun’s footprint beyond its stronghold in Sabah and Sarawak, creating a truly national presence while laying the foundation for global opportunities. Bursa-listed BornOil is the holding company for SugarBun.

“SugarBun will bring our signature Broasted Chicken, Savoury Rice and other East Malaysian favourites to new communities across the peninsula, while creating jobs, empowering local suppliers and opening franchise opportunities for entrepreneurs,” he said.

“This partnership represents a defining moment in SugarBun’s journey. West Malaysia is a natural growth market with three times the population of East Malaysia. With Sedaplycious as our partner, we can expand the brand’s reach, strengthen our supply chain and build a stronger platform for international growth.”

The Regional Area Development Agreement was formalised today by SugarBun subsidiary, SB Supplies & Logistics Sdn Bhd, to appoint Sedaplycious as its appointed master franchise partner.

From left to right : Borneo Oil Berhad (BornOil) Pengarah Urusan 

 Datuk Joseph Ambrose Lee, Minister of Entrepreneur Development and Cooperatives Datuk Ewon Benedick, Pernas CEO Datuk Nor Azam bin M. Taib dan pengasas Sedaplycious Sean Leong

It was witnessed by Minister of Entrepreneur Development and Cooperatives Datuk Ewon Benedick and Pernas CEO Datuk Nor Azam bin M. Taib.

Ewon said the partnership demonstrated how home-grown brands could scale across regions while staying true to their heritage.

“SugarBun is a proud East Malaysian success story and today’s ceremony reflects the strength of our local enterprises in reaching wider markets. Expansion into West Malaysia will not only create new jobs but also showcase the diversity of East Malaysian culture through our rich culinary heritage,” he said.

Meanwhile, Sedaplycious founder Sean Leong said the collaboration was as much about passion as it was about business.

“I have always loved SugarBun’s juicy Broasted Chicken and Savoury Rice. At Sedaplycious, we are committed to expanding the SugarBun brand because I know West Malaysians will love it too. This agreement is not only a business venture but also a mission to create jobs, empower local suppliers and bring Borneo’s unique flavours to more communities.”

Founded in Sarawak over 40 years ago, SugarBun has grown from humble beginnings into one of East Malaysia’s most recognisable restaurant brands. It currently has more than 104 outlets predominantly in Sabah, Sarawak and Brunei.

The introduction of the SugarBun Express model has also lowered the barrier for entrepreneurs to enter the franchise.

“Our compact SugarBun Express model makes it easier for aspiring business owners to join the franchise and allows us to bring quality dining experiences even to smaller towns and outskirt areas where food options are limited,” said Joseph.

The ceremony also featured the launch of Sabacco’s newest creation, the Tuhau Wild Ginger Chilli Sauce. Rooted in the Kadazan-Dusun heritage of Sabah, the sauce is celebrated for its bold, tangy flavour that reflects the biodiversity of Borneo.

About SugarBun

Founded in Sarawak in 1979, SugarBun is a proudly home-grown, Halal-certified quick service restaurant brand with more than 90 outlets across Malaysia, Brunei and international markets. Known for its Sarawak pepper–infused Broasted Chicken, Savoury Rice, Fish Burger and house-made pickles, SugarBun continues to delight customers with its Bornean heritage and commitment to quality.