For over two decades, Joo East has been the silent architect behind Malaysia’s vibrant pasar malam and street food scene. Founded in Kuantan by a former pasar pagi trader, the bootstrapped family business fundamentally changed the local landscape - convincing local councils to mandate standardized square canopies and transitioning night markets from messy, makeshift stalls into structured retail hubs.

Now, second-generation leaders Kalsey Tan, Managing Director and Bobby Tan,  Marketing & PR Director join us to share the unvarnished reality of dragging a 20-year-old traditional business into the digital age. They unpack their father’s grueling early hustle—which involved selling the family car to fulfil a massive corporate order for Milo—and how their recent pivot to TikTok effectively doubled their revenue to RM1.6 million.