The story of Empire Sushi is one of the most interesting modern Malaysian F&B success stories.
For many Malaysians, sushi once meant a restaurant meal costing RM40 to RM80. It was usually something people ate occasionally at sit-down chains such as Sushi King or Sushi Zanmai.
But the story behind Empire Sushi began with a very different idea.
Instead of positioning sushi as a premium dining experience, the brand sold individual sushi pieces starting from about RM1.30, turning sushi into something Malaysians could buy while walking through a shopping mall.
That simple concept eventually scaled into a large nationwide business.
Today, Empire Sushi operates more than 100 outlets across Malaysia, generates over RM235 million in annual revenue, and has become one of the country’s most recognisable grab-and-go sushi brands.
At the centre of the story of Empire Sushi is entrepreneur Nicole Lim, who helped transform a simple kiosk concept into a nationwide food chain.
To understand the story of Empire Sushi, it helps to begin with its founders.
Empire Sushi was founded by Nicole Lim and Jordan Tan, two Malaysian entrepreneurs who saw an opportunity in the way sushi was traditionally sold.
At the time, most sushi restaurants followed similar formats:
• Full dine-in restaurants
• Conveyor belt sushi concepts
• Premium Japanese dining experiences
Brands like Sushi King and Sushi Zanmai dominated the market.
However, these restaurants shared one key positioning:
Sushi was treated as a meal rather than a snack.
Nicole Lim believed there was room for a different approach.
Instead of competing directly with restaurant chains, the founders focused on three priorities:
• Affordability
• Convenience
• Speed
Nicole Lim eventually became Chief Executive Officer (CEO) of the company, while Jordan Tan took the role of Chief Operating Officer (COO).
Together they built the brand that would become Empire Sushi.
The business started with a small kiosk concept.
The first outlet opened in Berjaya Times Square in Kuala Lumpur.
Instead of a restaurant, the founders chose a grab-and-go sushi kiosk.
Customers did not sit down for a full meal. Instead, they simply:
• Walked up to the counter
• Selected individual sushi pieces
• Paid quickly
• Continued their shopping
This operational design made a major difference.
A kiosk model meant the business required significantly lower costs compared with a full restaurant.
There was no need for:
• Large restaurant spaces
• Waiters and service staff
• Expensive interior design
• Long dining turnover times
Because of this, the company could focus on high-volume sales instead of high menu prices.
That decision would shape the future growth of the brand.
One of the defining elements of the story of Empire Sushi is its pricing strategy.
Instead of selling expensive sushi sets, the company sold individual sushi pieces at low prices.
Typical prices include:
| Sushi Category | Price Range |
|---|---|
| Basic sushi (egg, crab stick, mayo) | RM1.30 – RM1.60 |
| Popular items (salmon, ebi, inari) | RM2.10 – RM2.80 |
| Premium toppings (unagi, lobster, idako) | RM3.00 – RM3.40 |
| Sushi rolls | RM2.80 – RM3.70 |
| Hand rolls / onigiri | Around RM5.50 |
Some common examples include:
• Salmon nigiri — about RM2.40
• Unagi sushi — about RM3.10
• Tempura ebi roll — about RM3.10
The lowest entry price of RM1.30 per sushi made the product extremely accessible.
Instead of spending RM50 on a sushi meal, customers could buy:
• 5 pieces for roughly RM7–RM10
• 8 pieces for roughly RM12–RM15
This transformed sushi from a special occasion meal into an affordable everyday snack.
Another important element behind the brand’s growth is the kiosk format.
Rather than replicating traditional restaurants, the company focused on speed and convenience.
Key features of the model include:
Mall kiosk locations
Most outlets are located inside busy shopping malls, ensuring steady foot traffic.
Fast transactions
Customers typically spend less than two minutes selecting and paying for sushi.
Flexible selection
Customers can mix multiple flavours rather than ordering fixed sets.
Lower operational costs
Kiosks require less space, fewer staff and lower setup investment.
This structure allows the company to rely on high sales volume rather than high margins.
Once the concept proved successful, the company expanded rapidly.
What started as a single kiosk eventually grew into a nationwide chain.
Key milestones include:
• Starting with a small founding team
• Expanding to more than 80 outlets nationwide
• Eventually surpassing 100 outlets across Malaysia
Today, Empire Sushi outlets can be found in many major shopping malls throughout the country.
The growing number of outlets significantly increased brand visibility among Malaysian consumers.
One of the most impressive aspects of the story of Empire Sushi is its financial growth.
Empire Sushi’s parent company, Empire Premium Food, has reported strong revenue numbers.
For example:
• Approximately RM137 million revenue in 2023
• Around RM235 million revenue by 2025
These figures highlight the strength of the company’s high-volume business model.
Even though many products start at just RM1.30, the company generates hundreds of millions of ringgit in annual sales.
This reflects a classic retail formula:
Low prices multiplied by large sales volume can produce very large revenue.
Another reason behind the brand’s success is localisation.
Instead of strictly following traditional Japanese recipes, the brand adapted sushi to suit Malaysian preferences.
Examples include:
• Sauces and flavour combinations that appeal to local consumers
• Ingredients familiar to Malaysian taste profiles
• Sushi designed to be eaten quickly as snacks
This localisation helped make sushi more approachable for everyday customers.
Empire Sushi operates in the same market as several established brands.
These include:
• Sushi King
• Sushi Zanmai
• Sakae Sushi
However, the business model differs significantly.
| Brand | Concept |
|---|---|
| Sushi King | Conveyor belt restaurant |
| Sushi Zanmai | Casual dining restaurant |
| Sakae Sushi | Sit-down restaurant |
| Empire Sushi | Grab-and-go kiosk |
Because kiosks require less space and staff, the company can expand faster than traditional restaurant concepts.
Several factors explain the popularity of Empire Sushi.
Affordable pricing
Entry prices around RM1.30 make sushi accessible to a wide audience.
Convenience
Customers can buy sushi quickly while shopping.
Variety
The brand offers dozens of flavours.
Accessibility
Outlets in major malls make the product easy to find.
These factors helped turn sushi into a mainstream snack option in Malaysia.
The success of the company has also attracted attention from investors.
The parent company, Empire Premium Food, has explored plans to list on Bursa Malaysia.
An IPO could provide funding for:
• New outlet expansion
• Technology improvements
• Digital ordering systems
• Regional market growth
If realised, this would mark another stage in the company’s development.
The growth of Empire Sushi offers several lessons for entrepreneurs.
Redefine the category
The company did not compete directly with restaurants but created a new sushi category.
Lower the price barrier
Affordable products expand the potential customer base.
Focus on scalability
Kiosks are easier and cheaper to expand than full restaurants.
Localise products
Adapting to Malaysian tastes helped the brand grow faster.
The story of Empire Sushi shows how a simple idea can grow into a national brand.
By turning sushi into an affordable grab-and-go snack, Nicole Lim and her team built a business generating hundreds of millions of ringgit annually.
What began as a kiosk in a Kuala Lumpur shopping mall has grown into a nationwide sushi chain with more than 100 outlets and RM235 million in revenue.
And it all began with a simple insight:
Sometimes the biggest businesses are built not by selling expensive products — but by making something affordable for everyone.
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