Most cafes do not survive ten years, and those that do typically rely on relentless expansion to stay afloat. Naj & Belle reached this rare milestone by doing the exact opposite. Founded in 2015 by Annabelle Liau and Datuk Najib Hamid of The Serai Group, the premium dessert and dining cafe launched in Subang with a foundation built on a deep family passion for hospitality. Famous for introducing Malaysia's first Watermelon Cake, the brand quickly expanded to a second outlet in Bangsar and began aggressively pushing toward a third, fourth, and eventually fifth location.



That is when Bryan Chen, armed with a culinary background and years of watching the founders build the brand, made a critical intervention. Recognising the operational strain of rapid scaling, he made the difficult call to halt expansion, close underperforming locations, and completely overhaul their internal systems. By choosing to scale back and tighten their backend operations, the team prioritised business health over top-line growth. Today, Naj & Belle stands as a fully bootstrapped, seven-figure, family-run enterprise operating two highly sustainable outlets.



Second-generation operators and Directors Bryan and Leora Chen talk to us about what it actually costs to manage premium food margins and labour, why they deliberately walked away from a multi-outlet expansion strategy, and their strategic plans for the next decade, which include a growing events arm, halal certification, and the dream of opening in Penang.

Most cafes do not survive ten years, and those that do typically rely on relentless expansion to stay afloat. Naj &amp; Belle reached this rare milestone by doing the exact opposite. Founded in 2015 by Annabelle Liau and Datuk Najib Hamid of The Serai Group, the premium dessert and dining cafe launched in Subang with a foundation built on a deep family passion for hospitality. Famous for introducing Malaysia's first Watermelon Cake, the brand quickly expanded to a second outlet in Bangsar and began aggressively pushing toward a third, fourth, and eventually fifth location.That is when Bryan Chen, armed with a culinary background and years of watching the founders build the brand, made a critical intervention. Recognising the operational strain of rapid scaling, he made the difficult call to halt expansion, close underperforming locations, and completely overhaul their internal systems. By choosing to scale back and tighten their backend operations, the team prioritised business health over top-line growth. Today, Naj &amp; Belle stands as a fully bootstrapped, seven-figure, family-run enterprise operating two highly sustainable outlets.Second-generation operators and Directors Bryan and Leora Chen talk to us about what it actually costs to manage premium food margins and labour, why they deliberately walked away from a multi-outlet expansion strategy, and their strategic plans for the next decade, which include a growing events arm, halal certification, and the dream of opening in Penang.

The flagship entrepreneurship show on BFM, featuring personal business stories from early stage start-ups, all the way to billionaire octogenarians in Malaysia and abroad. Notable guests include Martin Cooper (father of the mobile phone), Julian Assange (founder of WikiLeaks), Ralph Henry Baer (father of video games), Tony Buzan (Mindmap Guru), Isaac Tigrett (Hard Rock Cafe founder), Robert Kiyosaki (Financial Guru), Nick Vujicic (motivational speaker) and more. Tap into this valuable resource of shared experiences for the SME industry, which also touches on news, issues and trends affecting the business community and beyond.

Open For Business

Discover fresh concepts, tackle obstacles, and unleash growth - Open For Business is the dynamic show where BFM engages with entrepreneurs, business leaders, and industry trailblazers, igniting inspiration, sparking success, and exploring new business models.