Getting the inside scoop on Malaysia’s ice cream entrepreneurs

Although Edmund initially proposed the idea of an ice-cream start-up, Shiew Li took the lead from the beginning in formulating the unique taste of their product. She travelled to Italy and enrolled at Carpigiani’s Gelato University, established in Bologna in 2003 by the gelato machine maker, where she gained valuable hands-on experience in the craft of gelato-making from global masters.

The couple’s success hinged on understanding Malaysia’s market of 35 million people. Edmund’s research showed an opportunity for a high-quality, local, artisanal product, challenging the perception that imported products were always superior.

Their subtle but essential changes to an iconic Italian product, combined with their playful use of local flavours – such as durian (a local fruit with a distinct odour), teh tarik (a local tea) and even tau foo fah (a tofu dessert) or tepang pelita (pandan and coconut dessert) – became some of their major points of difference. Their brand name, Inside Scoop, is a nod to the ice cream utensil but also suggests an “insight into our special ice cream”, says Edmund.

First seeds of a business

Eight years into their corporate careers, Edmund suggested they quit, go out on their own, and create a new path. Shiew Li led the way, while Edmund initially juggled his job and the business, shuttling between Singapore and Kuala Lumpur.

“He wanted to build me an ice-cream empire since I enjoyed ice cream so much, then decided I should work for it,” Shiew Li says. “I thought: why not? Let’s try it. It’s now or never.”

Inside Scoop opened its first shop in December 2013 in Bangsar, a suburb of Kuala Lumpur.

Edmund says he still loves the entrepreneurial journey. “Of course, it depends on whether it’s a bad day or a good day,” he says. “But, in general, owning your own business is not a linear career.

“Working in a corporate environment, you know a bit more about what the journey looks like. In your own business, you go down avenues that are a bit more unpredictable, which is half the fun sometimes, but also scary, too.”

Success is sweet, but requires sweat

Inside Scoop recently expanded its focus beyond establishing new shops to manufacturing packaged ice creams (sticks, bars and cones) available in supermarkets and convenience stores across Malaysia.

Edmund’s advice to aspiring entrepreneurs at the University is to realise that starting your own business is a huge undertaking. “Please be very mindful that you are signing up for more, not signing up for less, when you have your own business. It’s definitely much more responsibility and much more stress. It’s also much harder to switch off compared to a nine-to-five job,” he says.

Keeping ties with their alma mater is important to them, he adds. The pair are involved with the University of Melbourne Malaysia Alumni Association in Kuala Lumpur and last year they took some alumni members on an immersive tour of their main commercial kitchen. “I think everyone enjoyed themselves,” Edmund says.

Shiew Li has fond memories of Melbourne. “My first taste of gelato was in Melbourne. I would eat gelato almost every day on Lygon Street on my way back from uni,” she says. “I really loved it so much.”

The Malaysia Alumni Association offers events throughout the year for University of Melbourne alumni, such as the recent Inside Scoop behind-the-scenes tour. Follow the Malaysia Alumni Association on Facebook to hear about upcoming events and updates from our Alumni Association.