From children reaching for sprinkles to adults seeking gourmet delights, doughnuts have a charm that appeals to everyone. Whether you prefer a classic glazed doughnut or an adventurous flavor fusion, there is something for every taste.
This was one of the motivations for Shih Sheng to open Nareo Donut, his own doughnut shop. “The versatility of doughnuts fascinates me—they can be both comforting and creative,” he shared with Vulcan Post. “I love experimenting with different flavors, fillings, and toppings, and doughnuts offer endless possibilities. Plus, I personally enjoy eating them!”
A Culinary Journey
Shih Sheng’s passion for cooking began in his childhood as he watched AFC TV shows and spent time in the kitchen with his grandmother. This early interest led him to culinary school and an internship at Shangri-La Kuala Lumpur. Although he dreamed of opening a restaurant or café, he recognized the need to master baking techniques. To achieve this, he moved to Australia to specialize in pastry at the William Angliss Institute in Melbourne.
Over the next ten years, Sheng immersed himself in the vibrant bakery scenes of Melbourne and Sydney. He gained valuable experience at various establishments, including a gelato shop called Kariton Sorbetes. However, it was his seven years at Shortstop Coffee & Donuts in Melbourne that shaped his vision for Nareo Donut, which he launched in April.
Introducing Artisanal Doughnuts to Malaysia
Upon returning to Malaysia, Sheng saw an opportunity to introduce fresh, artisanal doughnuts to the local food and beverage market. While doughnuts are not uncommon in Malaysia, with popular brands like Krispy Kreme and Dunkin’ Donuts, Sheng noted a gap in the market for artisan doughnut shops, especially those specializing in brioche-style doughnuts.
“While there are several doughnut options in Malaysia, artisan shops are still quite rare,” he explained. “Our goal is to offer people freshly made doughnuts with creative and unique flavors.”
Nareo Donut, located in Taman Paramount, Petaling Jaya, creates a warm and inviting atmosphere where customers can enjoy their treats while observing the doughnut-making process. It is a space where passion and creativity come together.
A Menu Full of Flavors
Creating new flavors at Nareo Donut is a collaborative effort. The team draws inspiration from trends, customer feedback, and their culinary experiences. They constantly experiment in the kitchen to find the perfect balance between traditional and innovative flavors.
“We’re dedicated to delighting our customers with new flavors each month,” Sheng said. The menu features a variety of options, with the best-selling Mandarin Yuzu doughnut exemplifying their approach by blending citrusy freshness with the right amount of sweetness. Other popular flavors include Coconut Kaya, Cookies & Cream, Tiramisu, and Apple Pie Brulee.
Sheng has also noticed a growing interest in savory doughnuts among customers. “Mini doughnuts are frequently requested for special occasions,” he noted, highlighting the versatility of these small treats. To complement the doughnuts, Nareo Donut offers a carefully curated coffee selection, including a signature Brazil Cerrado blend.
Navigating Customer Preferences
Although Nareo Donut has quickly gained popularity in the Klang Valley, the journey has come with challenges. One major hurdle has been managing diverse customer preferences.
“Perceptions of sweetness and flavor can vary widely,” Sheng said. To address this, the team engages with customers to understand their preferences, suggesting doughnuts based on their tastes. This personalized approach enhances the customer experience and helps refine Nareo Donut’s offerings.
On average, the shop sells around 300 doughnuts daily, showcasing the rising demand for artisanal doughnuts in Malaysia. Nareo Donut currently employs a team of nine, including kitchen staff, baristas, and front-of-house employees, all committed to providing an exceptional experience.
Looking Ahead
As Nareo Donut continues to expand, the focus remains on innovation and quality. “Our short-term plan is to enhance our customer experience and keep experimenting with flavors,” Sheng stated. “Ultimately, we aim to open new locations to reach more customers and grow our brand.”
Part of this growth strategy includes expanding online availability. Nareo Donut is currently on Beepit and Grab, with plans to register on foodpanda soon.
As food enthusiasts, we welcome the continued growth of Nareo Donut and the promise of more doughnut options in Malaysia.