NICOLE LIM LOVED SUSHI AND DREAMED OF HER OWN SUSHI CHAIN

Teluk Intan (Perak) girl, Nicole Lim Xui Jhi, loved eating sushi but the traditional Japanese sushi fare was expensive to eat in most establishments. Her boyfriend, Jordan Tan Sin Guan ( sushi chef), now husband and partner in Empire Sushi Group Sdn Bhd, shared her dreams of owning a sushi restaurant chain.Both are Chinese educated. In 2011 Empire Sushi was born.

The success of this Malaysian sushi chain (more than 100 outlets) over more than a decade has won Nicole Lim awards in the last few years inter alia- Sin Chew Business Excellence award 2019, SME Brand Excellence Award 2020 and EY Emerging Entrepreneur Award 2022. Her success together with Jordan is outstanding in the midst of sushi fare being easily available in so many retail channels.

Nicole's strategy is branding Empire Sushi with style and affordability and tailoring her offerings to local preferences. Convenience is the other factor. Empire Sushi's Grab-and-Go concept with a wide variety of choices and sold by pieces has gone down well with consumers. 90 types are available. All halal of course. The bestsellers are smoked duck, saba teriyaki, takoyaki sushi, spicy roll, unagi and cheese roll.

ACKNOWLEDGEMENTS

1. EY Entrepreneur of the year 2022. https://www.ey.com/en_my/entrepreneur-of-the-year/ey-entrepreneur-of-the-year-malaysia/eoy-2022-malaysia-top-nominees/nicole-lim
2. The Star Online. 8 January 2020. https://www.thestar.com.my/business/business-news/2020/01/08/pioneering-grab--go-sushi
3. Empire Sushi. https://empiresushi.com.my/about-us
4. ISSUU. https://issuu.com/harini.mservices/docs/mrca_vol8_no1__empire_sushi_/s/10315744