Kota Kinabalu: A popular East Malaysian home-grown brand, SugarBun, marked a significant milestone with the opening of its 168th outlet, SugarBun Express at Kingfisher here on Sunday.
The opening reflects another chapter in SugarBun’s journey from its Bornean roots to a growing nationwide presence.
SugarBun Executive Director Datuk Joseph Ambrose Lee officially opened the outlet, which is owned by siblings Gideon Hon Yung Ding, 30, and his sister Lydia Hon Jia Wei, 28.
He said he is very familiar with the siblings’ parents, as their father, Terence Hon Lip Fah, has been a staff member of SugarBun since 1985.
“I am very pleased that Terence, our long-serving staff member for the past 41 years, has chosen our quick-service fast-food franchise brand as a food and beverage business to be managed and run by his two children, Gideon and Lydia, who represent the second generation in the F&B business.
“I am very impressed with their confidence in our popular franchise brand and their trust in our continued growth and sustainable business expansion,” he said in his speech when officiating the grand opening of SugarBun Express Kingfisher here on April 12.
Advising the siblings, Ambrose, who is also Managing Director of Borneo Oil Bhd – the holding company of SugarBun Holdings Sdn Bhd, the official franchisor of the SugarBun brand – said there are three key elements to success in the F&B business: understanding the food, cooking to order, and personal involvement in the business.
“It is important for them to fully understand the food they sell, prepare it upon order so that it remains hot and fresh, and be personally involved in managing the business,” he said.
He added that the opening in Kingfisher reflects both SugarBun’s origins and its forward-looking growth strategy.
Speaking to reporters, Ambrose said SugarBun’s expansion beyond East Malaysia and into Peninsular Malaysia continues to gain momentum, with plans to open another 40 outlets over the next three years.
He said new outlets are set to open soon in Aeropod, Kota Marudu, Beaufort and Tawau, as well as in Miri and Langkawi by the end of April.
Meanwhile, a family’s long-standing connection with the SugarBun brand has inspired siblings Gideon Hon Yung Ding and Lydia Hon Jia Wei to venture into the food and beverage (F&B) industry with the opening of the new outlet in Kingfisher here.
Gideon, 30, said the decision was deeply rooted in his upbringing, having been exposed to the brand through his father for nearly four decades.
“Since I was young, my father has been involved with SugarBun, and I grew up with it. Over the years, I gradually became more familiar with the brand, its food and service,” he said.
Despite having no prior experience in the F&B sector, Gideon expressed confidence in the business, citing his firsthand exposure to the brand’s growth over the years.
He said the outlet, which began operations in January this year, has since received an encouraging response from customers, particularly those living nearby.
Gideon said the choice of Kingfisher as a location was strategic, given its accessibility and surrounding amenities, including a hospital and grocery shops.
“It’s a well-developed area and convenient for residents. We also live nearby, so it made sense for us to set up the business here,” he said, adding that the venture is now his full-time commitment.
Lydia, 28, said her decision to join the business was also influenced by nostalgia and familiarity with the brand.
“Growing up, our father would bring us to SugarBun almost every week. It has always been a childhood favourite for us, even though we are not originally from Sabah.
“We were already familiar with the brand and its potential, so when the opportunity came, we were very interested,” she said.
Lydia now oversees administrative and paperwork matters in the business, while Gideon manages daily operations.
“Most of our customers live nearby, so they come here for meals, especially when they want something convenient without having to travel far,” she said.
The siblings remain optimistic about the outlet’s prospects, buoyed by steady support from the local community and the enduring appeal of a brand closely tied to customers’ memories.
Also present was SugarBun Holdings Sdn Bhd Director-cum-Deputy General Manager Cathy Ting.
