With 7 cafe outlets in Sabah, this serial entrepreneur has bold plans to expand to Tokyo

Grades in school are often not a reflection of one’s aptitude for success in the real world. 

Chong Eng Khin had always wanted to start his own business when he was growing up. He was passionate about entrepreneurship—not just in terms of running a business but also in understanding the factors leading to success. 

However, he struggled with his grades, oftentimes being the subject of comparisons and criticism. 

“While the comments were discouraging at the time, I learnt to use them as fuel to ignite my inner drive,” he said. “I understand those who criticised me were concerned, even if they didn’t always express it well. Over time, I realised that even harsh feedback can be valuable with the right mindset.”

As an appointed adjunct faculty member at INTI International University and Colleges, the entrepreneur often shares his mindset with his students. 

But what exactly has he himself achieved?

Bean there, done that 

In 2016, Khin took over a business that was up for sale known as The B.E.A.N. Factory in Sabah, simplifying its name to THE BEAN. 

THE BEAN focuses on providing a work environment beyond the confines of a traditional office. 

“With the rise of digital nomads and the increasing focus on work-life balance, I envisioned creating a space that catered to this lifestyle,” he explained. 

To do this, his cafe features soft music in the background, as well as a dedicated Focus Zone, introduced during their 2019 renovation, and a quiet ambience. 

The cafe also offers reliable internet, ample power outlets throughout the space, and designated sections for meetings and laptop work. 

In 2017, Khin had also founded a sister brand under the name THE BEAN EXPRESS. Khin believes that THE BEAN EXPRESS at Wisma Merdeka was one of the first takeaway concept cafés in Kota Kinabalu back then. 

To create unique blends tailored to customers’ preferences, the company uses beans from various countries. 

Just last year in 2023, The Bean further expanded into its very own roastery, THE BEAN ACADEMY AND COFFEE ROASTERS. 

“We waited for a solid foundation for our brand, team, and customer base before expanding into roasting,” Khin said. 

In addition to their beans, one of THE BEAN’s highlights is the signature Custard Butter Toast, a recipe lovingly created by the original founder’s mother, Ivy. “This toast has become a top seller across all our outlets in Sabah,” he said. 

Today, THE BEAN EXPRESS has expanded to seven outlets. 

What Khin has achieved is particularly incredible because he had no experience in the field. Even though he always wanted to run a business, he never thought of himself as a café owner.

“It just came, and I took the leap,” he said about the opportunity. “What kept me going and gave me the confidence to pursue this business was purely my life vision—to make things happen, do something meaningful for myself and others, and focus on making decisions that truly matter, even if they come with higher costs.” 

A robust market

Over the years, cafes have become quite commonplace in Sabah, though. There’s also popular chains like Starbucks and ZUS Coffee present. 

Khin doesn’t see his cafe as competing with those brands because they’re focused on different goals. 

“We’re proud to be made in Sabah, and our priority is understanding and catering to our customers, rather than following trends set by others,” he said. 

To that, Khin proudly shared that The Bean has been able to steadily grow its membership community. Starting from zero, they are now approaching 2,000 active members within just four years.

In terms of expansions, the team does have plans, but they are approaching growth carefully. 

That’s because Khin is focused on maintaining the brand quality rather than rushing to grow just for the sake of quantity or to collect fees from potential licensees. Rather, the goal is to ensure that every step taken is in line with the brand’s values and long-term vision.

That said, THE BEAN is actually in the process of setting up their first outlet in Tokyo, which is a huge milestone. 

“We are committed to making this a reality, but only when the timing is right, ensuring that our expansion reflects the essence of our brand and sets a strong foundation for future growth,” Khin said.

While Japan seems to be the next destination for the team, Khin also said he’d love to see their cafe in Peninsular Malaysia one day too.

Rise and grind

Beyond The Bean and The Bean Express, Khin’s company, SJKV (Successive JK Ventures Sdn Bhd) actually houses a variety of other brands, with many related to F&B hospitality.

There’s KK BAKERY, a bakery which was founded during the pandemic. The bread used for the Signature Custard Butter Toast is from the bakery. Then there’s KIN LODGES, a student accommodation services brand founded in 2018. 

Meanwhile, PAPEL STUDIO is a graphic design and decal printing business founded in 2023. Most of the cafe merchandise and packaging decals and stickers are from PAPEL STUDIO.

“With these platforms, we created job opportunities for our tenants (students) staying at KIN LODGES. It is a win-win for all,” Khin said. 

Leading by example

Sustaining a business for nine years has been a challenge, though. Khin credits the strong team structure and effective leadership as crucial components to the business’ longevity. 

“Good leadership naturally fosters good team members, and that’s been a cornerstone of our success,” he said. 

Through these businesses, Khin’s goal is to become a beacon of inspiration, not just in the realm of work but in all aspects of life, empowering others to live with purpose and passion.  

By building a business prioritising meaningful decisions over quick gains, he aims to continue to mentor and guide his team members as they grow. 

“I didn’t start this business for quick cash or to be a boss; I started it because I wanted to make things happen and do something meaningful for myself and others,” he pointed out. “While many people might say the same, this mindset truly matters in the decision-making process.”

For example, others might reject a collaboration due to costs, but they might accept it because of the value and purpose behind the project. 

While it’s true that you should always think of the customer, Khin believes it’s just as important to prioritise your team. Remember, without a good team, nothing will happen.

For those who may also be keen to start your own cafe, the seasoned entrepreneur has some advice. 

“First, ask yourself why you want to open a cafe—what’s your true motivation? Second, develop a deep understanding of your customers, the market, and your team. Finally, regularly reassess whether the reason you started aligns with the long-term sustainability of your business.”

“Working tirelessly, with your mind and heart always on standby, isn’t easy,” Khin said. “But witnessing the growth and success of our brand makes it all worthwhile and keeps me motivated.”

Featured Image Credit: THE BEAN