The Unstoppable Rise of JB FnB Leaders: How Five Culinary Trailblazers Are Dominating Malaysia’s Food Scene in 2025
If you still think Johor Bahru’s food scene is just about old-school kopitiams and predictable night market snacks, you’re living in the past! The JB F&B industry has undergone a seismic shift, led by an elite group of culinary masterminds who have redefined the art of dining. These aren’t just restaurateurs—they’re visionaries, empire-builders, and trendsetters reshaping how Malaysians experience food.
From reimagining nostalgic flavors to crafting high-end luxury dining experiences, these five industry giants have set new benchmarks. Their influence extends far beyond JB, shaping trends across Malaysia and beyond. But how did they rise to the top? What groundbreaking strategies propelled them to F&B stardom? Let’s uncover the untold stories of these JB FnB Leaders who are changing the game in 2025.
1. Mr. See & Tracy Tyu – The Toast: The Breakfast Revolution That Took Malaysia by Storm
Could a humble slice of kaya toast spark a nationwide culinary movement? For Mr. See and Tracy Tyu, the answer is a resounding yes! Since its launch in 2007, The Toast has grown from a quaint breakfast spot to a full-fledged empire synonymous with high-quality local flavors and modern dining convenience.
Unlike chain brands that compromise quality for rapid expansion, The Toast focuses on perfecting every single item on its menu. Their kaya, made from a top-secret family recipe, takes over 10 hours to produce, while their signature charcoal-grilled bread is toasted to golden perfection every single time.
What truly sets them apart is their groundbreaking “Immersive Growth Camp,” a rigorous employee training program that turns staff into brand ambassadors. The Toast isn’t just serving breakfast—they’re creating a cult following of loyal customers who can’t get enough of their nostalgic yet innovative flavors. Now, as they set their sights on regional expansion, The Toast is poised to take their legendary breakfast beyond Malaysia’s borders.
2. Mr. Fan – Let’s Eat: Turning a Tea House into a Living Piece of History
A cup of milk tea and a plate of dim sum—simple, right? Not for Mr. Fan, the genius behind Let’s Eat. This isn’t just another Hong Kong-style tea house; it’s an immersive cultural experience. Every corner of their JB Old Street flagship outlet is designed to transport diners to the golden days of the past, complete with restored century-old furniture and vintage décor.
But Let’s Eat isn’t just about nostalgia—it’s about service that leaves a lasting impression. When a customer lost a RM10,000 diamond ring at the restaurant, the staff found it within hours and personally ensured its return. This unwavering dedication to excellence has turned Let’s Eat into more than a restaurant—it’s a brand built on trust, heritage, and authenticity.
3. Bruce Ban – BNX Delight Holding: Conquering Every Corner of JB’s Food Market
Why limit yourself to one niche when you can dominate them all? Bruce Ban, the mastermind behind BNX Delight Holding, has taken over Johor Bahru’s food scene with a multi-tiered empire spanning luxury buffets, trendy brunch spots, and even halal-certified fine dining establishments.
One of BNX’s greatest strengths is its ability to adapt. Their seasonal theme buffets have become a sensation, with their 2025 Chinese New Year event alone seeing a 30% surge in bookings. By constantly innovating and catering to evolving consumer preferences, BNX Delight Holding has positioned itself as JB’s ultimate dining powerhouse.
4. JB FnB Leaders Mr. Yo – Restaurant Pekin Sutera: Redefining Luxury Dining and Prestige Events
Dining at Restaurant Pekin Sutera isn’t just about eating—it’s about making a statement. Under the leadership of Mr. Yo, this establishment has become the go-to venue for Malaysia’s elite, serving exquisite dishes in an atmosphere of pure opulence.
The demand for exclusivity is real—during Chinese New Year 2025, their premium banquet halls were booked at a staggering 90% capacity. But what makes Pekin Sutera truly stand out is its ability to attract international clientele, particularly high-net-worth individuals from Singapore who are drawn to JB’s luxury dining scene. This isn’t just a restaurant; it’s an international dining destination.
5. JB FnB Leaders Mr. Sam – Yi Jia Restaurant: Transforming Weddings into Grand, Unforgettable Affairs
A wedding banquet isn’t just a meal—it’s a once-in-a-lifetime event, and no one understands that better than Mr. Sam, the driving force behind Yi Jia Restaurant.
Yi Jia’s groundbreaking “off-peak reservation strategy” allows couples to enjoy five-star wedding experiences at competitive prices, making luxury more accessible. But their biggest innovation in 2025? A cross-border wedding package in partnership with elite Singaporean wedding planners. Now, couples can celebrate their big day seamlessly across two countries, a concept that has taken the wedding industry by storm.
