Malaysian Jay Mee Chuah is playing a significant role in preserving Peranakan cuisine, with the help of her 94-year-old grandmother.
Jay Mee Chuah is a fellow Malaysian like me, whom we became fast friends as we worked around the same industry. Back in Kuala Lumpur, Jay Mee was running her company EverQuest since 2009, and she helped major fashion brands like Ted Baker, Zara, Bebe to improve brand image and presence in media publications.
When COVID-19 pandemic evolved and progressed globally in 2020, global markets came crashing and businesses had to shutter due to the impending gloom. Jay Mee faced the same predicament. Since she couldn’t run the PR and marketing company, she turned to making and selling Peranakan cuisine online, with recipes she learned to cook from her 94-year-old grandmother Lim Chew Lan.
Four years later, Jay Mee decided to open a brick-and-mortar restaurant, Herba and Rempah, bringing the authentic Peranakan flavours to the local community. The origins of Baba Nyonya can be traced back in the 15th – 16th centuries which enabled the immigration of Chinese from various provinces to reside in Malay Archipelago and trade interventions since then. The long-term settlement has allowed many Chinese men to marry the local women and formed an indigenous bloodline with a label called ‘Peranakans’.
‘Peranakan’ means descendent in Malay. ‘Baba’ refers to the male while ‘Nyonya’ is female. This is a unique culture where the Chinese culture is assimilated into Malay customs hence having several similarities in terms of dress, food and language.
The attraction of Peranakan food has a lively mix of cultures and influences. Nyonya or Peranakan cuisine is a fine hybrid of Chinese and Malay flavours using an abundance of herbs and spices, ingredients and techniques from both cultures.
We asked Jay Mee on why she decided to take that leap of faith and the challenges of running a restaurant in Malaysia.
I’ve known you for the longest time as a corporate boss and now you’re an entrepreneur with a newly opened restaurant in PJ. What made you take that leap of faith?
Hello Reta! It’s been a long time and I’m glad to be able to keep in touch with you!
I come from a background in PR, marketing, and events, having worked in the fashion, beauty, and public relations industries. Now, I’ve made the shift into the food and beverage business, bringing a fresh perspective to this exciting new chapter.
Public relations, marketing communications and event management was a career that I thrived in, but little did I know that my path would take a dramatic shift during one of the toughest periods in recent history—the COVID-19 pandemic.
When the Movement Control Order (MCO) [hit Malaysia], the world came to a standstill. In those moments of uncertainty, many of us found solace in our kitchens, and for me, it became more than just a coping mechanism—it was an opportunity. With restrictions in place and limited avenues to generate income, I turned to what I knew best during that time: food.
It all began with rendang—a traditional favourite that sparked curiosity and orders from friends and family. Soon after, I expanded my menu to include roti jala paired with curry chicken, a simple yet comforting meal that quickly became popular. The momentum continued, and I soon found myself adding more items to my repertoire, slowly building a loyal customer base.
What started as a modest way to stay afloat during MCO turned into a thriving venture. The support I received from the community encouraged me to take the next big step: opening my own café. Transitioning from the world of PR and marketing to the food industry was an unexpected, but it was a deeply fulfilling shift, fuelled by the love of good food and the joy of bringing people together over a delicious meal.
As I continue to grow this business, I look back at that challenging period with gratitude. What seemed like a temporary solution has turned into a passion-filled journey, proving that even in the darkest of times, opportunities can blossom.
2. When/where did your love for food first began?
As a Penangite, I have always held a deep appreciation for quality food.
Growing up immersed in my grandma’s rich culinary traditions, I developed a discerning palate and became highly critical of both the taste and presentation of the food I experienced. Good food has been a passion of mine since I was young, but it’s my Nyonya heritage that holds a special place in my heart.
3. Why is it so important to celebrate your culture and heritage?
Nyonya cuisine is more than just food—it’s a testament to a cultural fusion that blends the best of Malay and Chinese influences. The result is a flavour that is truly unique, a delicate balance of sweet, sour, spicy, and savoury. Yet, despite its distinctiveness, I have seen the slow fading of this culinary heritage, and it is this realisation that drives my desire to preserve it.
Through my café and the food I serve, I aim to introduce more people to the beauty of Nyonya cuisine, allowing them to experience the rich flavours and cultural significance of each dish. My hope is that by sharing these flavours with others, we can keep this precious culinary legacy alive for future generations to enjoy.
I have a deep passion for learning and exploring traditional Nyonya dishes. I’m fortunate to have my 94-year-old grandmother, who carries recipes passed down through generations, as a source of inspiration and knowledge.
4. As a first-timer restaurateur, what were some of the challenges you’ve faced? Was raising investment difficult?
After four years of running a successful online food delivery business, transitioning to a brick-and-mortar café felt like the natural next step. In many ways, it’s similar to what I had been doing—preparing and delivering quality food—but the major difference now is dealing with customers face to face, which has been a new and exciting challenge for me. When setting up the café, I made sure to keep the renovation costs and initial capital as low as possible. Sustainability was key, and I wanted to ensure the business could weather the early stages of this new venture. Despite the many hurdles of moving into a physical space, I’ve been fortunate to have strong support from my family, who have been there with me every step of the way.
5. Would you recommend going into business with family and friends? If yes/no, why?
There are pros and cons of going into business with family and friends. As a sole proprietor, you will have the freedom to make decisions quickly and efficiently. I haven’t ventured into business with friends, and while partnerships can offer certain advantages, I find the simplicity of being the sole decision-maker makes the process more streamlined. This level of autonomy has helped me stay true to my vision for the café, focusing on what I believe will bring the best experience to my customers. I’m truly grateful for my family’s support in this business as well. Looking back, the move from online to a café was a significant shift, but it’s one I’ve embraced with optimism and gratitude.
6. What are some of the most popular dishes your customers love?
At my café, several dishes have quickly become customer favourites. Among the most popular are the rich and flavorful beef and chicken rendang, the comforting roti jala with curry chicken, and the fragrant salted fish bone vegetable curry. Our sambal petai with hae bee is another standout, loved for its bold, umami flavors, while the classic bubur cha cha offers a sweet finish to any meal.
7. As diners start to economise, and high rental and labour costs take a toll in the restaurant industry, what are some of your strategies to keep your customers coming back for more?
For me, delivering good food is essential for my customers. I believe that consistency in flavour and quality is what keeps people coming back. The satisfaction of seeing happy customers fuels my passion to create dishes that not only taste great but also bring a sense of comfort and nostalgia.
8. Any advice for aspiring restaurateurs out there?
My advice to aspiring restaurateurs is: Be unique in what you offer. In an industry that is constantly evolving, standing out is essential. Passion is key—if you love what you do, that passion will shine through in your food. Lastly, always give your best effort. Every dish served is a reflection of the love and dedication you put into your food, and customers will appreciate that.
Herba and Rempah is located at 13-1, Ground Floor, Block i, Jalan PJU 1/37, Dataran Prima, 47301 Petaling Jaya, Selangor, Malaysia.
