SPOONFUL - Celebrating Decades of Malaysian Cuisine: The Launch of Ten Years Restaurant
Sri Petaling, 17 September 2015: Malaysia is well-known as a food haven, with famous culinary
destinations all over the country. From the Char Kuey Teow of Pulau Pinang to Tawau’s Nasi Kuning,
Malaysia’s flavours span across various states and cultures, a treasure trove for foodies and critics. To
enjoy the best of Malaysian cuisine under one roof, the Ten Years Restaurant welcomes diners of all
ages to savour the nation’s most famous fares.
Steeped in history, Malaysian cuisine is a mix of cultures including Malay, Peranakan, Chinese and
Indian specialties. With a passion to protect the street flavours that have emerged from this mix,
seven friends came together to establish an avenue to house the best of these diverse and decades long favourite tastes – allowing all Malaysians, young and old, to share their culinary adventures,
hence the name, Ten Years.
“Ten Years was established with the aim to preserve Malaysian cuisine for the later generations, and
protect these recipes that may otherwise disappear after the owner retires or passes on, especially if
their children does not want to take over their business. No doubt there are many versions of these
delicacies, the ‘1st generation’ taste is lost. Ten Years aims to preserve and promote this original and
‘1st generation’ taste,” shares founders Victor Bong. “Malaysian cuisine is amazing; it is prepared with variety of herbs and spices, yet the end note is a flavour that is distinctly Malaysian. To keep these
traditions alive, it is important to safeguard our food culture, which is both our identity and heritage,
and help them flourish.”
“Our restaurants, Ten Years, are themed around evoking memories – a link to the past eras such as
the 70’s, the 80’s and the 90’s through our restaurant's stringent selection processes for all food operators, ensuring that they maintain quality standards. The restaurants are designed to appeal to everyone, regardless of age, background and ethnicity.”
Operating on a unique business concept, Ten Years caters to the needs of franchisees recipe owners.
They are open to partnering with hawkers, or restaurant owners owning signature Malaysian recipes,
to safeguard their recipes for future generations, as well as developing a financial model for a passive
income, while franchise owners are supported by Ten Years’ strong marketing, branding and
Among the specialty unique Malaysian dishes served at Ten Years includes ‘Nancy Nyonya Laksa’
from Melaka, ‘T&T Prawn Mee’ and ‘Tiger Char Koey Teow’ from Pulau Pinang and ‘Nasi Dagang Kak
Pah’ from Terengganu. Ten Years also have their own specialties, called FUSION, that are inspired by
traditional dishes from all over Malaysia – For example, ‘Lamb Masak Merah with 3 Colour Rice’ is
based off Johor style merah, while ‘Grilled Chicken Percik Sauce’ is a twist from Kelantan’s popular
dish. Servings start at a reasonable rate of RM12.90.
The Ten Years concept features dining areas for different eras, in line with a ‘through the ages’
theme, with inspired settings that seamlessly meld cultures and history. With the various spaces
available, Ten Years offers a venue for a variety of events, ranging from private functions to
corporate gatherings. For convenience, Ten Years also offers various services such as in-house
projectors, WIFI internet and television to complement top-rated Malaysian cuisine. The restaurant
also offers packages for business talks, presentations, celebrations and other occasions.
Each restaurant is designed to be an attractive food hub, with the management sourcing the best
recipe owners in each category. Training programmes and extensive Standard Operating Procedures
work towards recreating the same standards faithfully, with little hassle to both license and recipe
Ten Years plans to open 40 outlets in Malaysia by 2017. In the long term, Ten Years aspires to expand
overseas, with branches across all ASEAN Countries as well as targeting to establish 200 outlets in
China by 2020.
About Ten Years Restaurant
Ten Years Restaurant is wholly owned by Horsemen Group Sdn Bhd, and is established with the
vision of preserving Malaysian food recipes for the future generation. The new gastronomic
enterprise gathers the most famous cuisines from across cultures, states and traditions, and rebrands
them to cater to modern and diverse tastes. The restaurant also aspires to bring these iconic street
flavours onto the global stage.