People are not standing without trust, the company does not have faith without reaching." It represents a kind of conduct and responsibility that can win a good reputation for the company.

Eddie has served in the tourism industry for more than 10 years, he has gradually accumulated a wealth of management experience, capabilities and resources. His inspiration for the creation of the Sunshine Kingdom business in 2014 stems from his favourite durian.

His grandfather once owned a durian garden. In his childhood, Eddie not only learned to eat durian, but also had a deeper understanding of durian. He believes that the “typical bad smell” durian is a seasonal fruit, so he hoped that local and foreign tourists can enjoy delicious and unique durian at any time, which gave him a glimpse of business opportunities.

If you want to succeed, you must learn to fall in love with your own business. If you start your career, you must have passion so the results will be more effective. Tourism is a pillar of the country’s economy and souvenirs are the best medium for promoting tourism.

In order to promote the concept of Durian culture in Malaysia, in 2013, Aesos and like-minded friend Eddie Wong (founder) created the first Durian Cafe store in the central art area of Kuala Lumpur. The store sells all kinds of ready-to-eat and packaged foods of durian and recommends visitors to enjoy the good taste of durian combined with various foods such as coffee, chocolate, and pancakes. Due to the successful concept of Durian Store, the second Durian Cafe branch opened in Kuala Lumpur.

https://www.youtube.com/watch?v=s5k04y8isuw

Deliver the Taste of Durian

2018 Promotional Video

The Company was formed in 2014 based on an idea envisaged by Aesos Lai who was in the T-Shirt design business. The idea of a “Durian Kafe” (a durian down-stream retail outlet), was mooted from a concept derived from one of his T-shirt designs which was popular as a souvenir amongst tourists. Aesos was encouraged by a close friend who told him that the “Durian Kafe” concept will appeal to people who like something unique, durian-related food items, and another friend told him that the next “BIG” thing is Durian which is getting popular amongst Chinese tourists from mainland China.

With this conviction, Aesos (who is strong in Branding and Marketing) invited Eddie Wong (who is a specialist in Retail and Operations and has more than ten years experience in managing retail outlets) to set-up Durian Kafe along with two other friends (Sashtri the designer, and Kaycee the Sales and PR person). In March 2014, Durian Kafe was set up in Central Market with products sourced from suppliers.

Subsequently in May 2014 Aesos suggested to Eddie that instead of buying from suppliers, they should create their own product brand to be sold in Durian Kafe – and this led to the set up of a new company called “Sunshine Kingdom” (Eddie coined the name as he sees Durian as the “upcoming” Sunshine Business, and a Kingdom can be built based on selling Durian Products). A year down the road, they realised that Chinese Tourists (who were their main buyers) could not read nor remember the “Sunshine Kingdom” brand name in English. In order to build a lasting impression on Chinese tourists, a catchy product brand name is necessary – and the “Xiao Yang” brand was created (which means ‘tourist delicacies business will bring great fortune everyday’) – the name was created by Eddie on his holiday trip to Taiwan.

The “Xiao Yang” brand started with Wafers, Cookies and Candy as there were not many competitors in this category, and the main sales areas were at the Airports, particularly KLIA and KLIA2.

As a start-up with limited funds, in the first two years’ of operations, Sunshine Kingdom experienced moderate growth in terms of sales and product range. Subsequently, with strong commitment to expand product range, business began to increase tremendously in 2017-2018, with sales growth of 70% over these two years. Today, Sunshine Kingdom is the Brand Leader in Durian down-stream products.

Company Vision

Promote the “Durian culture” in Malaysia, so that people around the world can recognize the durian in Malaysia and also enjoy the durian. Malaysia can also enjoy the name of “Nation of Durian”.

Company Vision

Sunshine Kingdom’s Vision is to create and promote a reputable Food Souvenir Business, with special focus on nice-packaging, great-tasting and good-quality edible gifts for tourists – a “MUST-BUY Brand” when they visit Malaysia.

Future Development

We have more than 70 kinds of durian products – downstream processing products at the moment, and then we will go to fresh fruit, frozen products, baked products, and strive to create a combination of upstream and downstream production chain. We will open our own brand of durian experience shop, so that people around the world always able to enjoy the taste of durian.

Corporate Culture

“People do not stand without trust, company do not have faith without reaching”. It represents a kind of conduct and responsibility, in order to win a good reputation for the company. “Integrity wins the world” is the core culture of our company, and Eddie has also established eight honourable and shameful regulations.

BRAND IDENTITY & RECOGNITION APPROACH

Sunshine Kingdom intends to promote Durian as a “Happy Fruit”. In general, people who like/love durian feel happy when eating the fruit. Hence, Durian is seen as a fruit that gives “Happiness” and “Full Satisfaction” to consumers in this region. Additionally, people tend to come together for a “durian session” and this shows that Durian is the only fruit in the world that can unite people, – Sunshine Kingdom calls it “DurianUnited”.

In terms of brand identity, Sunshine Kingdom differentiates itself in most retail outlets via the display of a “Giant Durian” (a six-foot cardboard Durian or a six and a half foot 2D Fiberglass Durian), which has become the Company’s trademark.

Additionally, the most unique selling proposition of Sunshine Kingdom is the adoption a “filial piety” approach in its coffee design packaging that features the founders’ parents and parents-in-law – this concept was the brainchild of Aesos who firmly believes that filial piety is an expressed deference of “Gratitude & Respect”, and such conception can help the company build a strong foundation in business management ethics and values moving forward.

BRAND AWARENESS & SALES PROMOTION

To build a sustainable brand name and to promote sales of products, Sunshine Kingdom uses multiple channels:-
Advertise in print media – AirAsia’s In-Flight Magazine: Travel 360 and GoAsiaPlus.
Develop Product and Corporate Videos and post them on social media platforms to promote the brand.
Conduct on-site promotions in airport shops and supermarkets offering consumers “Buy 4, Get 1 Free” deals, etc., which increases sales incrementally by 30% to 50% during the promotion period.

MARKET

Sunshine Kingdom is a major FOOD SOUVENIR player in Malaysia. It aims at offering tourists and business travellers from all over the world a “Truly Malaysian Durian Experience” – whereby everyone who visits Malaysia will want to take home a piece of the local flavour in the form of the very unique Durian Products as “Souvenirs”. Sunshine Kingdom products, are specially designed and packed as “Premium Food Souvenirs” ranging from Fresh Durians, Coffee, Tea, Chocolate, Freeze Dried, Candy, Biscuits & Confectionery, Hot and Cold Products, and are targeted mainly at Asian tourists and business travellers, particularly from China, Indonesia, Vietnam, Hong Kong, Taiwan, Singapore, Macau and South East Asia, etc.

This “tourist-focused” strategy has resulted in a durian-related product market share of about 20% presently, of which 95% of its customers are tourists.

Given that the “Food Souvenir” (Gifting) trend has been growing steadily over the past few years, and that the Durian Trend is envisaged to grow even further in the next five years, Sunshine Kingdom hopes to capture a 40% market share within the next five years.

THE SK (SUNSHINE KINGDOM) BRAND JOURNEY

2014 :
Introduced new products and created attractive packaging designs

2015 :
Grew product range aggressively

2016 :
Provided “Positive Experiences” for customers – focused on building the ‘SK Brand’ (since products can be copied but brands can’t be copied)

2017 :
Brand gained reputation and received positive perceptions plus growing acceptance through reinforcement of customer awareness (e.g. advertising in AirAsia’s In-Flight magazine)

2018 :
Brand reflects success and popularity

RECENT DEVELOPMENTS

Going forward, Sunshine Kingdom intends to promote its brand to not just tourists but also the locals and eventually may consider venturing into the franchising business.

To kickstart the process, Sunshine Kingdom opened a flagship outlet in Central Market under the brand name “Durian Kingdom”. The objective is to have a one-stop complete Durian Experience shop, offering a vast variety of products ranging from Fresh Whole Durian Fruit, Packed Frozen Durian, Hot Durian Products (Tart, Buns, Fried Dumplings, Nasi Lemak, Hot Coffee), Cold Durian Products (Cendol, Ice Kacang, Ice Coffee, Ice Cream) as well as Packed Durian Downstream Products (Chocolate, Coffee, Freeze Dried, Biscuits and Confectionery).

Developed more than

70
of products

Won more than

20
Awards

Distribution up to

200
in the market

Musang King Durian Tongkat Ali White Coffee

Tongkat Ali is a special product of tropical rain forests in Malaysia. It is commonly known as “Nanyang ginseng” and is regarded as a unique national treasure. Drinking coffee is an important part of Malaysian Chinese food culture. The “white coffee” from Ipoh is famous for its rich and smooth flavor and quickly became the new favourite of coffee drinks. Durian and Tongkat Ali are all nourishing ingredients. With warm white coffee, the effectiveness can be fully realized.

Musang King White Coffee

“Musang King” is the most popular durian in Malaysia. Musang King is full of fragrant, dense and sweet taste, which unforgettable after eating. The conditions for the growth of Musang King fruit trees are harsh and the production is susceptible to climate change, so the price is quite expensive. The unique slow roasting technique makes the white coffee sensationally pleasing, and it is surprisingly popular with the strong smell of Musang King.

Durian Chocolate

Do you know? Dating back to 65 million years ago, durians and cocoa trees (the raw materials for making chocolate) were originally a family and related; therefore durians and chocolates are inherently a combination of heaven and earth. After eating them, you must not forget them.

Durian Pralines Dark Chocolate

Dark chocolate tastes rich and full-bodied with a bitter taste. The sandwich durian fillings sprout from deep cocoa aromas and quickly invade your taste buds.

Durian Freeze Dried

There is a kind of durian if you taste it, you will be amazed, it’s Musang King! Musang King flesh is dry, its skin is wrinkled, its taste is sweet and bitter, or it has a scent of wine. It is the best of durian. Durian Freeze Dried has preserved its original flavor, just like eating fresh Durian.

Durian Biscuit

Traditional baking is a snack for every Malaysian. Combine maltose and durian, and when you bite out the durian and maltose, the crust is crispy and tasty, allowing you to take a sip. With a cup of durian coffee, it is definitely a great enjoyment of life.

INTERESTING FACTS

· Sunshine Kingdom is the first company to have ALL its products packaging featuring Malaysian Landmarks and Culture.
· Sunshine Kingdom is the first company in Malaysia to adopt a “filial piety” approach in its coffee design packaging that features the founders’ parents and parents-in-law.
· Sunshine Kingdom is the first company to emphasize durian species in their range of Durian Coffee (Musang King, D24, Durian Kampong) due to their unique tastes.
· Sunshine Kingdom is the first Company to introduce Musang King Kopi Luwak in the world.
· Sunshine Kingdom started with just 6 products in 2014, and has grown to a total of 85 products today, within a short span of 4 years.
· Eddie was a customer of Aesos, who is a Distributor of Tourist Souvenir Products in KLIA

ACHIEVEMENTS & ACCOLADES

From just six products in 2014, today Sunshine Kingdom has a total of 85 products. For a relatively young brand, Sunshine Kingdom has received an astonishing number of accolades:-

· Sunshine Kingdom is the first company to be given recognition by the Malaysia Book of Records for the Most Number of Durian Related Products in 2018.
· Superbrands Award (2018) – First Durian Company in Malaysia to be awarded Superbrands Status.
· The BrandLaureate Award (2017/2018) – SMEs Best Brands Award @ Retail (Snacks and Confectionery).
· Asia’s Top Leaders’ Award – Top Awards 2018
· Asia’s Top 100 Honesty Brand Award (2017)
· Sin Chew Business Award (2017) – Business Excellence Award
· Asean Outstanding Business Award (2017) – Asean Most Recognised Brand in Durian Made Native Products.
· International Prestige Brand Award (2017) – Best Brand in Packed Durian Products
· World Top Gourmet Awards (2017) – Top Brand Excellence Award
· Malaysia-China Silk Road Award (2016) – International Entrepreneur Excellence Award

Recommended for Visitor, Friends and Family

27-G, 27-1, 25-G, Jalan Bandar Lapan Belas, Pusat Bandar Puchong, 47160 Puchong, Selangor.
03-8082 4828 | 03-8082 2863
hello@sunshine-kingdom.com