From the tiny hands reaching for sprinkles to the sophisticated palate seeking a gourmet treat, doughnuts have an undeniable charm that transcends age and taste.
Whether it’s a classic glazed delight or an adventurous flavour fusion, there’s a doughnut out there to satisfy every craving.
That was one of the reasons Shih Sheng decided to open his own doughnut shop, Nareo Donut.
“The versatility of doughnuts fascinates me—they can be both comforting and creative,” Sheng told Vulcan Post.
“I love experimenting with different flavours, fillings, and toppings, and doughnuts offer endless possibilities for that. And of course, I personally enjoy eating doughnuts.”
From grandma’s kitchen to Australia’s bakeries
Shih Sheng’s passion for cooking was sparked at a young age, thanks to his time spent watching AFC TV shows and experimenting in the kitchen with his grandmother.
From there, it was a natural progression to culinary school, followed by an internship at the Shangri-La Kuala Lumpur. But while he dreamt of his own restaurant or cafe, he realised the importance of mastering the art of baking. So, he moved to Australia to specialise in pastry at the William Angliss Institute in Melbourne.
Over the next decade, he immersed himself in the vibrant bakery scenes of Melbourne and Sydney, gaining valuable experience at various establishments, including a gelato shop, Kariton Sorbetes.
However, it was his seven-year stint at Shortstop Coffee & Donuts in Melbourne that truly shaped his vision for Nareo Donut in April this year.
Bringing the art of doughnuts to Malaysia
Returning to Malaysia, Shih Sheng saw an opportunity for fresh, artisanal doughnuts in the local F&B industry.
However, doughnuts aren’t exactly uncommon in Malaysia. There are plenty of popular brand names such as Krispy Kreme, J.CO, Dunkin’ Donuts, and even fellow artisanal small businesses like Donut Plan.
But Sheng pointed out, “While there are several doughnut options in Malaysia, artisan doughnut shops, especially those specialising in brioche-style doughnuts are still quite rare.”
“Our goal is to offer people the opportunity to enjoy freshly made doughnuts with creative and unique flavours,” he explained.
He also said that what sets Nareo Donut apart is not just the quality of the doughnuts but the experience that comes with it.
Located at Taman Paramount, Petaling Jaya, the shop creates a warm, welcoming environment where customers can enjoy their doughnuts and get a behind-the-scenes look at the doughnut-making process. It’s a space where passion and creativity are on full display.
The sweet offerings
Creating new flavours is a collaborative process. The team draws inspiration from trends, customer feedback, and their own culinary adventures.
They are constantly experimenting in the kitchen to find the perfect balance between traditional and creative flavours.
“We’re dedicated to delighting our customers with new flavours each month,” Sheng shared.
The result is a menu that offers something for everyone. Nareo Donut’s best-selling flavour, Mandarin Yuzu, is a perfect example of this approach, blending citrusy freshness with just the right amount of sweetness.
Other popular options include Coconut Kaya, Cookies & Cream, Tiramisu, and Apple Pie Brulee.
But it’s not just about sweet flavours. Sheng said there’s a growing interest in savoury doughnuts, a trend that he observed among his customers.
“Mini doughnuts are also frequently requested for special occasions,” Sheng noted, highlighting the versatility and appeal of these small, flavourful treats.
To complement the doughnuts, Nareo Donut offers carefully curated coffee, including a signature Brazil Cerrado blend.
The challenge of satisfying diverse tastes
While Nareo Donut has quickly become a favourite among doughnut lovers in Klang Valley, the journey has not been without its challenges.
One of the biggest hurdles has been managing diverse customer preferences.
“We’ve found that perceptions of sweetness and flavour can vary widely from person to person,” said Sheng.
To overcome this, the team engages with customers to understand their preferences and suggests doughnuts based on their tastes.
This personalised approach not only enhances the customer experience but also helps Nareo Donut refine its offerings.
On average, Nareo Donut sells around 300 doughnuts daily, a testament to the growing popularity of artisanal doughnuts in Malaysia.
The shop currently has a team of nine, including kitchen staff, baristas, and front-of-house employees, all dedicated to delivering the best possible experience to every customer.
Looking ahead to a sweeter path
As Nareo Donut continues to grow, the focus remains on innovation and quality.
“Our short-term plan is to enhance our customer experience and continue experimenting with flavours,” said the founder.
“Ultimately, we aim to open new locations to reach more customers and grow our brand.”
Part of this growth strategy includes expanding the shop’s reach through online platforms. Nareo Donut is already available on Beepit and Grab, with plans to register on foodpanda soon.
As foodies ourselves, we’ll say that nope, there’s no such thing as having too many doughnut options in Malaysia, and so we welcome Nareo Donut’s continued growth with open arms.
- You can learn more about Nareo Donut here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Nareo Donut