From Home Kitchen To ASEAN Market: Chef Ustazah Takes Her Next Big Step

By Rohaiza Ab Rahman

KOTA BHARU, Jan 30 (Bernama) -- After more than 15 years in the ready-to-eat product industry, Wan Habsah Wan Ahmad, better known as Chef Ustazah, is hitting a new milestone in her business journey.

The 50-year-old entrepreneur is now strategising to introduce her products to the ASEAN market, with the ultimate goal of penetrating the global arena.

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Starting from a small-scale effort in her home kitchen, her manually produced goods are now ready for the international market after being selected as one of the participants in the IDEAS Malaysia entrepreneur programme, organised by the ASEAN-Korea Cooperation Fund.

“This opportunity is a turning point that will change the course of my business. However, to realise this dream, I need to restructure operations, strengthen my workforce, and introduce modern machinery to make the production process more efficient,” she told Bernama when met at her factory in Pengkalan Chepa recently.

According to Wan Habsah, several of her key products, particularly her garlic spread, which has recorded sales of over RM500,000 via TikTok, will be instrumental in introducing her brand to the world.

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“I am very excited (about this opportunity), but I am also aware that success requires meticulous planning. Every step must be taken with great caution to ensure that the dream is truly realised,” she said.

Now, with over 130 ready-to-eat products under her brand, Wan Habsah aims to focus on several top-selling products in the local market to introduce them to the ASEAN and global markets.

She also acknowledged that digital marketing is a key tool in expanding market reach, and through six months of guidance in digital marketing under the IDEAS programme, she has successfully built a strong marketing network via social media.

With more than 28,000 affiliates on TikTok, she also recognises the platform as a major contributor to the surge in her product sales.

Her remarkable achievement saw her ranking fourth in TikTok’s highest-selling products last December, trailing only behind major brands such as Farm Fresh.

The holder of a degree in Syariah and Islamic Studies from a university in Jordan acknowledged that her deep passion for the culinary world is the driving force behind her success.

“Cooking is the language of my soul. I believe our local products have the potential to compete internationally. I will continue to focus on taking this ‘Chef Ustazah’ brand even further, and I am confident that the world will open its doors to our products,” she said.

Previously, Bernama reported that Malaysia’s role as ASEAN Chair this year provides an opportunity to focus on the 70 million micro, small and medium enterprises that form the backbone of the region’s economy.

-- BERNAMA