This M’sian quit architecture to pursue F&B, now runs a Thai-inspired coconut ice cream biz

At pop-up markets, I often come across an ice cream brand by the name of Surey! serving yummy flavours such as Mango Sticky Rice and Thai Red Ruby. 

Behind the business is Alyassa, who formerly trained in and practised architecture. 

Like many other entrepreneurs, the pandemic was the tipping point. At this time, Alyassa decided to venture into the F&B industry, opening a small Thai restaurant in Wangsa Melawati. The restaurant focused on southern Thai cuisine, particularly from the Hatyai region. 

Business went on, and a few years later, he launched Surey!—a Thai coconut ice cream brand that he’s been growing ever since. 

Tapping into his roots

Three years in, the former architect now runs Surey! full-time with two other partners, strongly believing in their  product and the brand. 

“Coconut ice cream is a beloved dessert in Thai culture and across Southeast Asia. It’s nostalgic, familiar, and timeless,” he pointed out.  “We see a consistent demand for high-quality, authentic coconut ice cream, and that gives us confidence to keep pushing forward.”

But why coconut? Why Thai flavours?

Well, the answer lies in the name “Surey.” which is shortened from “Sureephorn,” the name of Alyassa’s Thai mother. 

“I was born in Thailand and lived there until primary school before moving to Malaysia,” he revealed. “Thai food has always been close to my heart and remains my favourite.” 

He recalls one of his fondest childhood memories, which is the sound of a motorcycle ice cream cart arriving in the neighbourhood every evening, selling rich, creamy coconut ice cream. That was often the highlight of his day. 

“Since moving to Malaysia, I’ve never quite found a version that matches that taste—many were either watered down or tasted artificial,” Alyassa expressed. “That longing for authenticity sparked the idea behind Surey!.”

Authentic flavours only 

Zeroing in on this core mission, Surey! specialises in only coconut milk-based ice cream, rooted in Thai flavours. 

Creating these flavours involved plenty of trial and error in the early days. The co-founders took a basic ice cream-making course, seeking to better understand the fundamentals behind the craft. 

“Coconut milk is a temperature-sensitive ingredient, so getting it right was a challenge from the start,” Alyassa explained. 

They eventually got the formulation right, and began producing flavours including Pure Coconut, Mango Sticky Rice, Thai Red Ruby, Thai Tea, and Thai Green Tea. The flavours can be purchased by the pint (RM29.50), though they sell it in scoops during pop-up events. 

Surey! products are certified halal, ensuring that Muslim friends can safely consume the ice creams, too. 

“Today, we have a dedicated R&D team that continues to refine our flavours and ensure every batch meets our quality and taste expectations.”

From home-based to supplying to restaurants

In the beginning, Surey! began as a home-based business. They started small, ensuring there was a market for their ice creams. 

Operations have grown over the past three years, though, and now the production takes place at their factory in Taman Melawati. 

“We’re proud to be certified by both MESTI (Ministry of Health Malaysia) and Halal certification from JAKIM,” Alyassa reiterated. 

Surey!’s main business comes from supplying to restaurants and hotels, which makes up about 80% of the business’ revenue. The rest comes from pop-ups, catering, and retail—both online and offline. 

The products can be found in selected grocers such as Seibu and Groove Grocer, and online via platforms like Grab. 

In addition to KL, they have distribution partners in Johor Bahru and Penang, and are working to expand into more states soon. 

Sure(y) of the business’ future

There’s a lot of ice cream options available in the market now, though. Many Thai restaurants also offer coconut ice creams for those who crave it.

Alyassa believes that the factor setting Surey! apart is the richness of their coconut ice cream. 

“It’s ‘kaw’,” he points out. “Our flavours are rooted in authenticity, designed to taste just like the ones you’d find in Thailand. It’s a niche focus, but one we take pride in perfecting.”

It might sound like an easy process, but there are a lot of bumps along this journey. 

For one, there’s the fluctuating cost of fresh coconut milk, which can impact both consistency and quality. 

As a natural ingredient, coconut milk can vary in taste and texture, so the Surey! team must continuously fine-tune the recipe to ensure each batch meets their standards. 

Overcoming these challenges, Surey! has been able to attract the attention of high-profile restaurants and hotels. 

Alyassa said, “One of our most meaningful collaborations was supplying coconut ice cream to Cheevit Cheeva, a well-known Thai dessert brand. Moments like that keep us motivated.”

With this momentum, the team is growing their presence within the premium Thai restaurant segment, while expanding into the B2C space through more events and pop-ups.

In the long term though, they aim to open retail outlets in major shopping malls, making their ice cream more accessible to the public.

“We’re also working toward securing HACCP certification to support our goal of exporting to neighbouring countries,” Alyassa shared.  

Featured Image Credit: Surey!