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.

Element Kuala Lumpur Celebrates Culinary Excellence with “A Culinary Celebration” 3-Course Menu

Hello Everyone,

In conjunction with International Chefs Day, Element by Westin Kuala Lumpur proudly presents “A Culinary Celebration”, a special 3-course menu at its sky-high dining destination, TRACE Restaurant & Bar. This limited-time offering pays tribute to the hotel’s talented culinary team for their remarkable achievements at Culinaire Malaysia 2025, one of the region’s most prestigious culinary competitions.

Available from October 11 to November 9, 2025, every Saturday and Sunday from 12:30 PM to 3:00 PM, the menu invites diners to indulge in an exquisite dining experience set against breathtaking city views on Level 40 of Element Kuala Lumpur.

The three main course selections in this special menu are the award-winning creations that impressed the judges at Culinaire Malaysia 2025 — the Bulgogi Glazed Beef Loin with Spinach-Infused Mousse by Chef de Partie Eirfan Mifzhal (Silver Medal), the Pan-Seared Salmon with Layered Saffron Potato by Commis Anisa Samson (Bronze Medal), and the Smoked Glazed Duck à la Pistachio by Commis Danish Aqasha (Certificate of Diploma). Each dish was conceptualized by these young chefs and refined under the mentorship of Element Kuala Lumpur’s senior culinary team.

“A Culinary Celebration” experience begins with a Crustacean Bisque Soup, a velvety blend of lobster, prawn, crab, and fish broth, served with a freshly baked bread roll and butter.

For the main course, diners may choose from three exquisite options:

The Bulgogi Glazed Beef Loin with Spinach-Infused Mousse, is inspired by the classic Beef Wellington, reimagined with a creative twist. Instead of puff pastry, the chef replaces it with a delicate beef mousse wrapped in spinach mousse, creating a rich yet balanced texture. The dish is beautifully complemented by a layered pistachio potato trio, offering both visual artistry and refined flavor.

The Pan-Seared Salmon with Layered Saffron Potato features sustainably sourced salmon topped with to a golden layer of saffron potato. It is served with a homemade black Parmesan tart, naturally colored with squid ink and filled with lobster mousse, creating a striking and flavorful combination.

The Smoked Glazed Duck à la Pistachio highlights locally sourced Bidor duck from Perak, a town known for its quality poultry, presented in a refined modern style. The tender duck breast is paired with freshly glazed berries, adding a touch of natural sweetness that enhances the dish’s smoky and nutty notes.

The meal concludes on a sweet note with the Ferrero Brûlée Entremets, accompanied by fresh berries, vanilla crumble, and salted caramel gelato — a delightful finale to this elevated dining experience.

Element Kuala Lumpur General Manager Mandy Ooi expressed her pride and appreciation for the team’s accomplishments, saying, “Our young chefs have made us immensely proud with their talent and passion. This special menu is our way of letting them shine while also expressing our gratitude to the culinary management team for their invaluable guidance.”

Priced at RM148 nett per person, “A Culinary Celebration” is available exclusively for one month, offering diners a limited opportunity to savor the award-winning creations of Element Kuala Lumpur’s rising culinary talents. Reservation is required at least one day in advance to ensure a seamless dining experience.

For dining enquiries, please call 03 2771 3351. For reservations, please visit https://www.sevenrooms.com/experiences/tracerestaurantandbarkulel

Social media:

· Facebook: Element Kuala Lumpur (Menara Ilham)

· Instagram: @elementkualalumpur

· Hashtags: #ElementKualaLumpur #ElementKL #TRACEKL

the Curve Shines Bright with a “Luminous Deepavali” Celebration

Hello Everyone,

This October, the Curve invites shoppers and families to bask in the radiance of Deepavali with its festive campaign, “Luminous Deepavali: Blessings in Every Bloom, Light in Every Corner.” From 3 to 20 October, the mall’s Centre Court will be transformed into a dazzling space of colour, culture, and celebration, reflecting the true spirit of the Festival of Lights.

“Deepavali is a time of light, joy and renewal that celebrates the triumph of good and evil, as well as unity,” said Ms Elaine Liew, General Manager of the Curve. “At the Curve, we wanted to capture this essence by offering not only vibrant festive experiences, but also by meaningful opportunities for our community to come together, celebrate, and share blessings.”

Bringing the spirit of the season to life, the Curve’s Centre Court will dazzle with radiant orange arches adorned with Indian-inspired designs and lanterns, leading to a magnificent giant diya surrounded by a vibrant kolam, colourful florals, and elegant peacock displays - all glowing under a festive chandelier of paper fans and tassels. Complementing the decor is the lively Saravedi Bazaar, featuring local vendors offering everything from festive sweets to sarees, and accessories, underscoring the Curve’s commitment to supporting SMEs and the community during this season of light.

In the true spirit of Deepavali, the Curve is spreading light beyond its walls through a meaningful corporate social responsibility (CSR) initiative. In partnership with SKJT Ladang Edinburgh, the Curve will help refurbish the school's reading facilities, by creating a warm and inviting mini library and reading corner. This initiative includes repainting the walls and providing brand-new bookshelves, tables, and chairs to offer students a refreshed, comfortable space that inspires learning and imagination.

Adding to this, shoppers are encouraged to take part in the Curve’s “Kongsi Kindness” initiative happening from 3 to 20 October. A special donation booth will be set up at the Centre Court where visitors can drop off essential items such as biscuits, cooking oil, shower gels, and other daily necessities. All contributions collected during the campaign will be donated to a selected charity home after the celebration, sharing the joy and blessings of Deepavali with those in need.

“the Curve is proud to be more than just a shopping destination. We want to be a place where celebrations are meaningful and heartfelt,” added Ms Elaine Liew, General Manager of the Curve. “Through every activity, initiative, and gesture, we hope our shoppers are able to create lasting memories while they embrace the spirit of Deepavali with us.”

Visitors can look forward to a vibrant line-up of cultural performances - from classical Bharathanatyam, Kathakali, Odissi, and Vilakku dances to lively Bollywood and fusion showcases. Beyond the stage, shoppers can take part in interactive workshops such as rangoli making, saree draping, henna art, laddu making, flower tying, and masala tea preparation, offering hands-on ways to experience the richness of Indian heritage. Shoppers can join the fun at the Deepavali Word Search Wall, just find a word, snap a photo, and tag @thecurve_official on social media for a chance to win exciting shopping vouchers.

To make this festive shopping more exciting, the Curve is offering special Gift-with-Purchase (GWP) programmes:

● Spend RM100 and redeem an exclusive set of Luminous packets.

● Spend RM300 and redeem a special bag of Deepavali Signature Market Gift Pack and a set of Luminous packets.

Celebrate the Festival of Lights with loved ones at the Curve and let every bloom be a blessing, every light a symbol of hope.

For more details on the campaign and other upcoming events at the Curve, please visit the Curve , or stay connected with us on Facebook and Instagram.