This Johor restaurant specialises in stir-fry food served in American-styled takeout boxes

When you think of Chinese takeout, images of those iconic little boxes, packed to the brim with stir-fried goodness, may come to mind.

For CHOW CHOW, a new F&B brand in Malaysia, this nostalgia, combined with innovative flavours, is exactly what they’re tapping into.

CHOW CHOW actually brings together an interesting wordplay in Chinese, English, and Bahasa Malaysia. In Chinese, “炒” (pronounced as “chao”) translates to “stir-fry”, while in English, “chow” is slang for food or eating.

Add in the Bahasa Melayu touch, where doubling a word (like “goreng-goreng”) implies abundance, and CHOW CHOW comes to mean “stir-fried food” in a fun, multicultural twist.

The people behind the wok

The inception of CHOW CHOW began when KZ Chua, who had dabbled in the food and beverage industry after leaving his previous career in waste management, met Phay Tze Hui, a 28-year-old with over seven years of experience in a high-end Chinese restaurant chain.

They were joined by Rizam, a former high-end automotive professional who decided to switch gears and dive into F&B. Each brings their own skill set, from Phay’s culinary expertise to KZ’s branding savvy and Rizam’s management experience, making this team a well-rounded powerhouse.

The spark for CHOW CHOW struck when KZ tried Phay’s fried rice and saw the potential to bring it to a wider, Muslim-friendly market.

“I saw something special in the way they made their fried rice,” KZ shared. “So, I suggested we go beyond traditional fare and make it more inclusive and modern.”

Fast food with a fast takeout twist

From the outset, CHOW CHOW has aimed to be a takeout-orientated brand with a “fast food” concept that prioritises self-service and convenience.

Their products are served in portable paper boxes, a practical choice that resonates with the brand’s modern image and simplifies their operational setup.

“It’s the kind of packaging that reminds you of those American sitcoms with Chinese takeout boxes—customers actually love it,” the founders said.

Operating from an apartment complex in Iskandar Puteri, CHOW CHOW’s location was a happy accident.

Initially, they intended to open in a shop lot nearby but found the apartment building suited their needs even better, especially with the high concentration of students from nearby universities. “We were in the right place at the right time,” they reflected.

Bridging the Muslim-friendly gap in Chinese cuisine

One of the major hurdles CHOW CHOW faced was building trust with their Muslim customer base, especially since Chinese food often carries cultural misconceptions about certain ingredients and cooking techniques.

“We recognise a huge gap in the Malaysian market for casual, Muslim-friendly, Chinese cuisine. Big
restaurants with big table dining were the usual suspects for Muslim-friendly Chinese. The casual,
Muslim-friendly Chinese food gap is the exact gap that we intend to fill,” noted the founders.

To bridge this gap, they are in the process of applying for halal certification. However, their Ingredients are sourced from halal suppliers.

“For now, we are Muslim friendly. We want CHOW CHOW to be a space where everyone, including our Muslim friends, can enjoy delicious Chinese-style food without any concerns,” they told Vulcan Post.

Their menu proudly includes 10 core types of fried rice, alongside dumplings, fried chicken, and tofu dishes—all affordably priced between RM7.90 to RM13.90.

And if you’re sceptical about their authenticity, a quick look at their 2024 Chinese New Year “NO XO Fried Rice” campaign might sway you. This initiative aimed to educate the public on XO Sauce, which, contrary to popular belief, doesn’t contain the alcoholic cognac.

Instead, it’s a luxurious blend of seafood and spices, named for its premium appeal. “We had fun with it,” they admitted, “And our customers loved learning the truth behind the dish.”

Pop-ups, partnerships, and expansion dreams

CHOW CHOW has also embraced pop-ups and catering, a decision driven partly by popular demand and partly by the convenience of their packaging.

Their pop-ups often offer a more limited, streamlined menu, making it easier for new customers to get acquainted with their core products.

For them, these pop-ups are both a revenue stream and a way to increase brand visibility. “Catering and pop-ups have been a great way for us to reach areas we otherwise wouldn’t,” the trio explained.

CHOW CHOW’s next big vision? A national expansion across Malaysia, potentially through franchising, aiming to make fried rice synonymous with their brand.

The road ahead

CHOW CHOW’s founders have big plans, but they’re not rushing. They’re keen on expanding sustainably, keeping a steady pace while cultivating a loyal customer base.

They’re also keen to introduce more culturally inspired, Muslim-friendly Chinese dishes, bridging cultural divides through food.

Will CHOW CHOW really become the next big name in fast-casual dining? Only time will tell. But if you ask KZ, he’s already dreaming up creative offerings for future markets. “The possibilities are endless when you have a wok and some creativity,” he said with a grin.

For now, CHOW CHOW is serving up delicious, stir-fried dishes in those iconic takeout boxes, proving that sometimes, with the right blend of tradition and innovation, you can stir up more than just food—you can stir up a community.

Featured Image Credit: CHOW CHOW