Meet Vien Sze, the 24-year-old culinary arts graduate and founder of BYYOU, a brand that has been spreading the love for artisanal flavoured butter in Kuala Lumpur.
You might think that with a background in culinary arts, Vien would be living the chef’s life in a bustling kitchen.
But the truth is, she never envisioned herself running a business, let alone becoming a “butter maker” by night.
“It’s funny to admit, but even though I studied culinary arts, I don’t actually enjoy cooking all that much. I’m not into long hours in the kitchen and prefer a more flexible work environment,” Vien told Vulcan Post.
A business born of MCO necessity
Like many young entrepreneurs, Vien’s journey with BYYOU started during the Movement Control Order (MCO), a period that pushed many to rethink their careers and hobbies.
Before BYYOU, Vien had stints working in a cafe and an ice cream shop, gaining experience in the F&B industry but with zero experience in managing a business.
When the MCO hit, and the world slowed down, Vien found herself at a crossroads. The idea of starting her own business wasn’t something she had planned, but the circumstances made it almost inevitable.
Initially, Vien’s entrepreneurial journey began with a different name, CreamandsugarbyV, where she sold chiffon cakes and tiramisu.
However, the logistics of delivering these delicate desserts proved too challenging. “The cream would often melt, and by the time they arrived, they looked like a disaster,” Vien recalled.
It was then that she decided to pivot, and that’s when BYYOU started to take shape.
Discovering the magic of butter
Vien’s curiosity led to her foray into butter-making, inspired by the sudden popularity of kombu butter during the MCO.
Everyone seemed to be talking about it, and Vien, like many others, wanted to see what the fuss was about. The moment she tried it, she was hooked.
“I instantly fell in love and even started looking forward to breakfast every morning, which wasn’t something I usually did,” she shared with a chuckle.
Encouraged by her mother and driven by her newfound love for flavoured butter, Vien began experimenting in her home kitchen.
BYYOU’s first offerings were born out of this experimentation, with flavours catering to savoury and sweet palates.
Today, BYYOU offers four savoury kinds of butter—Truffle Kombu, Kombu, Pesto, and Bruschetta—and two sweet ones—Matcha and Salted Caramel Mocha.
The process of developing these flavours isn’t rushed. “R&D usually takes around one to two months,” Vien explained.
She tests recipes rigorously, sending samples to customers and friends for feedback before they’re ready to hit the market.
It’s this dedication to quality that has made BYYOU’s butter a hit among its growing customer base.
A side hustle with big dreams
Despite the success of BYYOU, Vien remains grounded, balancing her butter-making business with a full-time job as a marketer.
“I work as a marketer by day and become a ‘butter maker’ by night or during my off days.” This dual life allows her to learn more about managing a business while still having the security of a steady job.
However, Vien does have plans to make BYYOU her full-time gig eventually. “But not anytime soon. I want to take the time to learn more about managing a business by working with others first,” she said thoughtfully.
For now, Vien is content with the pace of her business, focusing on gradual growth and learning along the way.
The challenges of niche marketing
In a market where flavoured butter is still a niche product, BYYOU isn’t without competition. Other shops are beginning to specialise in butter, each with their own unique spin on the concept.
But Vien isn’t worried about the competition. In fact, she sees it as a sign that the market for artisanal butter is growing, and she welcomes the challenge as it fuels her determination to make BYYOU a household name.
“I’ve definitely thought about closing down my business a few times because it’s challenging,” Vien confessed. “But I’ve decided to stick it out and adjust my marketing approach.”
Vien has also faced her fair share of challenges in educating the market.
“Some people think my product’s price is steep compared to ordinary butter,” she admitted. One block of her flavoured butter (142g) can range between RM32 to RM45.
The cost of high-quality ingredients and the artisanal process behind each block of BYYOU butter contribute to the premium pricing.
But Vien is undeterred. She’s adjusting her marketing approach to better educate consumers on how to use her butter in cooking and baking.
The goal is to grow demand over time by showcasing the versatility and flavours that BYYOU offers. “The demand isn’t huge yet, but I see it slowly growing,” she said with optimism.
What’s next for BYYOU
For now, Vien continues to churn out her beloved butter from home, with hopes of eventually upgrading to a studio space where she can make butter from scratch.
“Due to space restrictions and limited machinery, everything is made at home. However, I hope to have a studio space soon,” she said.
On average, BYYOU produces about four kilogrammes of butter per week, selling around 60 blocks a month.
She’s currently focusing on expanding her delivery network to other states in Malaysia and collaborating with more cafes.
There’s also the possibility of distributing her butter to supermarkets in the future, making BYYOU more accessible to a wider audience.
“My ultimate goal is to open a cafe of my own, which has always been a goal of mine,” the founder shared.
It’s a goal that may take some time to achieve, but with the steady growth of BYYOU, it seems more and more attainable with each passing day.
- You can learn more about BYYOU here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: BYYOU