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.

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