On a proud morning in Kuala Lumpur, we had the honour to be part of the SugarBun x Sedaplycious signing ceremony at Hyatt Centric City Centre Kuala Lumpur—a milestone that signals the beloved East Malaysian brand’s next chapter in West Malaysia and beyond. For us, as a Sabah-born event team, it was more than a corporate moment; it was a celebration of Borneo flavours stepping confidently onto a national stage.
SugarBun, a homegrown quick-service restaurant brand with deep roots in Borneo, formalised a regional partnership appointing Sedaplycious Sdn Bhd as its master franchise partner for Peninsular Malaysia. The collaboration accelerates SugarBun’s push to build a truly nationwide footprint while laying the groundwork for international growth. Dignitaries present included YB Datuk Ewon Benedick, Minister of Entrepreneur and Cooperatives Development, and Datuk Nor Azam M. Taib, CEO of PERNAS—a strong signal of policy support for franchise-led SME growth.
Business coverage notes that SugarBun and Sedaplycious plan a rapid roll-out in the Klang Valley, backed by an accessible “SugarBun Express” format designed for lower CAPEX and faster ROI—an approach expected to spur jobs, supply-chain participation, and youth entrepreneurship. The first West Malaysia outlet is targeted for Q1 2026, with a multi-year roadmap to dozens of locations.
Public reports highlight a multi-site expansion plan in Klang Valley over the next three years, underpinned by the Express model’s lower entry thresholds. With ministerial and PERNAS support for franchise growth under the 13th Malaysia Plan, expect the brand’s presence—and Borneo flavours—to scale quickly across the peninsula.
In a nod to heritage, the ceremony also spotlighted Sabah’s tuhau—a local delicacy—underscoring how culinary identity can travel with a brand without losing its soul.
As a Sabah-based event management team, our focus was to make the ceremony smooth, media-friendly, and on-brand from arrival to photo finish: From Protocol & run-of-show, brand presentation to guest & media flow.
Whether in Kota Kinabalu, Kuching, or Kuala Lumpur, signing ceremonies demand a particular blend of precision and polish:
- Stakeholder choreography: Aligning ministry protocols, brand principals, and media timing so every key line lands once—and perfectly.
- Narrative clarity: Ensuring visuals and talking points reinforce the partnership’s strategic message (expansion, jobs, supply chain, franchise opportunity).
- Media-ready staging: Clean sightlines, branded backdrops, and a designated photography moment that travels well across news and socials.
- Local pride, national reach: Bringing Borneo identity forward—subtly and tastefully—so the brand’s authenticity leads the story.
For Sabahans, this is a proud moment: a familiar name from home stepping confidently into new markets while keeping its flavours—and values—intact. For us, it’s also a reminder of why event management in Sabah matters on the national stage: we help turn milestones into momentum.
