Behind this Malaysian cafe is 3 friends who met while studying in Australia

Step into the terracotta-coloured cafe in the Malaysian township of Damansara Jaya, and you might hear a chorus of greetings coming from the friendly staff members — one of whom may just be co-founder Lee Zi Yan.  

This welcoming spirit at Malaysian cafe Provisions is something that Lee deeply prioritises. In fact, it was one of the reasons why she became an F&B entrepreneur locally.  

Over the past 15 years or so, cafes have sprouted across all corners of Petaling Jaya, a city just right outside the capital of Malaysia, Kuala Lumpur. But it hasn’t always been like this. There was a time when warm hospitality and thoughtful coffee were harder to find, when the cafe culture felt more borrowed than rooted. 

That was the reason why Lee and her two other co-founders, Lim Heng Kit, and Lim Yee Rui, decided to start an F&B business together back in 2016. Fresh from graduating from their Australian university, they’d returned home with a mission: to reshape how hospitality feels in Malaysia – slower, kinder, more human. 

The three co-founders posing in front of the Malaysian cafe. Source: Provisions

Hospitality in Malaysia: A moment of reverse culture shock  

Lim Heng Kit, Lim Yee Rui, and Lee Zi Yan first met as international students in Australia. Specifically, they were all in Melbourne, widely regarded as the coffee capital of the world, studying at the William Angliss Institute. 

Established in 1940 in Melbourne, the William Angliss Institute is considered the Southern Hemisphere’s largest specialist provider of food, tourism, hospitality, and events training. It has produced over 100,000 graduates worldwide, including top chefs like Buddha Lo, who’s known for winning Top Chef twice. 

All three of them were pursuing culinary management, their visions set on being a part of the F&B world one way or another. Heng Kit and Yee Rui had already met each other earlier when completing their culinary arts diploma in Malaysia.  

One way or another, each of them found their way back home. They stayed in touch, often comparing notes about how hospitality back home fared against those Down Under. 

“Nowadays, the F&B scene [in Malaysia] has really expanded. But frankly speaking, 10 years ago,” she shook her head. “It felt really hopeless. I thought of heading to Singapore and even other countries for my career.” 

She didn’t – thanks to Heng Kit and Yee Rui. Instead, she stuck around and together, they opened LI Damansara Jaya, an Asian fusion spot that fused contemporary Malaysian flavours with a cosy, welcoming ambiance. Dishes they carried included Claypot Garlic Risotto, Ginger Scallion Pesto Pasta, Housemade Spam Katsu Burger, and more 

The trio came together naturally. Heng Kit is the resident head chef, whipping up all sorts of recipes, while Yee Rui focuses on backend matters such as sourcing and paperwork. And as for Lee, she manages the front of house and could be regarded as the face of the brand. 

With their synergy, LI Damansara Jaya quickly became the new neighbourhood fixture. Soon enough, they even expanded by opening a bakery cafe brand right next door.  

(From left) Lim Yee Rui, Lim Heng Kit, and Lee Ziyan, the co-founders behind Provisions. Source: Provisions

Too much hospitality is sometimes bad hospitality  

Reflecting on the early days of running a restaurant, Lee recalls some awkward moments.  

Having worked in Australia’s hospitality scene – including jobs at McDonald’s to roles in luxury hotel Park Hyatt – she was a lot more accustomed to a different brand of friendliness. One that involved physical touches such as hugs, that is.  

Her jovial attitude surprised some of the more local customers, and there were even those who thought she was interested in them romantically.  

In time, though, she learnt how to tweak her approach. Today, if you manage to make it into her cafe while she’s around, you’ll find her with a bright smile, greeting regulars as they dip in and out of the local haunt. No hugs necessary.  

 

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Does hospitality matter in F&B?  

With there being so many cafes in the wider KL region nowadays, is hospitality really the quality that sets a business apart? After all, it seems like many young people enjoy cafe hopping, preferring to enjoy something new rather than revisiting a tried-and-true location.   

In Lee’s opinion, it’s not that hospitality is a surefire way to get loyal customers from the get-go.  

But some seven years into running their Malaysian cafe, she has seen customers return time and again, especially those who are from the neighbourhood. These are people who have seen their quality and appreciate it – the very people the business wants to attract.  

“You are who you attract,” she reminds.  

Seeing customers grow up has been a treat, Lee says. She’s seen young teens become adults, and adults who start families and bring their children, fostering the next generation of Provisions customers.  

So yes, hospitality and loyalty sill does matter. And in any case, Provisions itself does benefit from the cafe-hopping culture, too.  

The Malaysian cafe serves up a range of beverages such as coffee and teas, but it’s also known for its homemade pastries and sourdough breads. Source: Provisions

Knowing when to let go of a business 

Despite all their hard work, the trio ended up having to shutter their first business, LI, in March 2025.   

“We took a very long time to consider,” Lee shares. “It was really our passion project.”  

Around the same time, they also shut down their second Provisions location.  

Sadly, passion isn’t always enough to keep a company running, and it’s important to know when to stop an underperforming business to refocus on the ones that do.  

Their existing businesses include Provisions, as well as a casual fine dining restaurant Locus, which is just a stone’s throw away.   

In a way, Locus is the fruit of Heng Kit’s dream. The chef has always been passionate about offering finer food, but it’s not a cheap undertaking, nor is it as acceptable to the local clientele. Now, though, they feel like local palates have broadened and matured, and interest in more upscale eateries have increased.  

A decade into starting their entrepreneurial journey together, the trio has no plans of slowing down or pulling out. Lee says that they are as hands-on as ever, having embarked on their mission not as a way to make money and exit the company, but out of a true desire to provide what they love to their community.