Let’s talk about the scary word: Failure!

On 3 Dec 2023, we got to listen to 3 different businesses, all dealing in the F&B industry.

These 3 founders of Singapore-based businesses shared their journey of how they started their business.

We heard from Ramesh Krish Kumar (@rameshwara) of Asmara (@asmara.sg), Lee Gim Siong of Smitten Ice Cream Bar and Ken Tan from The Fish Sch-nack and DOCO, who were open about their setbacks and failures, and how they overcame their challenges.

Ramesh is the co-founder and food scientist at Asmara. He shared how the brand uses scientific elements from TCM, Ayurveda and Jamu. They offer drinks and snacks (which our participants got a chance to try!). In 2021, Asmara was awarded CLEO’s “Best Premium Tea Brand” in Singapore.

Ramesh also shared how he was awarded Singapore’s National Youth Entrepreneurship Award 2022 for his innovation and entrepreneurial spirit, and serves on the Board of Directors at *SCAPE. He also shared the ups and downs of having a co-founder, doing roadshows, and how the brand’s story was picked up by local newspapers including Straits Times.

Lee Gim Siong is the founder of Smitten Ice Cream Bar, located at Simpang Bedok and is halal-certified. They launched in mid-March 2020, just one week before the COVID-19 lockdown, and Singapore’s ‘circuit breaker’.

Gim Siong shared how they had to struggle with zero sales, and pivot to food delivery (and how it was so important to ensure the ice cream didn’t melt before it reached someone’s house!). However, the founders of Smitten were undeterred. Through determination and creativity, Smitten only garnered enough sales to survive, but also managed to expand its reach and popularity.

Today, the halal-certified cafe continues to operate and offers ice cream, waffles, tea and cold brew coffee. They received a nomination for Best Waffles at Halal Awards SG 2022.

Ken is the founder of Fish Sh-nack, Doco Donburi and their latest edition, Hororok Soups & Stews. Ken shared how Fish Sh-nack started as a school project that took on a life of its own. Our participants munched on the irresistible flavours of fish crisp snacks (they enjoyed 6 different flavours that day – original, Tom Yum, Cajun, Bburinkle and Mexican Chilli!).

Doco Donburi is a spinoff Fish Sh-nack which features a protein packed bento with a dabble of fish sh-prinkles (crisp).
Hororok Soups & Stews does AUTHENTIC Korean Stews, and is located at International Plaza.

Participants also shared their takeaways and learnings from the event. Many were heartened that they could hear about how mistakes could become important learning points. Several participants also shared that they are entrepreneurs, and enjoyed listening to others’ journey of entrepreneurship.

Let’s change our perspective on failure!

On 5 Nov 2022, we heard first hand stories from entrepreneurs of local brands on how they overcame struggles and challenges.

How did they pivot in difficult situations? What are the lessons they’ve learnt on their journey?

Merlion Project presents Human Library: Close Conversations with Entrepreneurs in conjunction with Sandbox Somerset and in partnership with Somerset Belt Office and National Youth Council.

Many stories were shared and we gained a deeper understanding of how important it is to have the support of the people around us.

Our speakers were Sharifah Fazzeleen (the founder of The Organic Room) and Koh Jia Sheng (the co-founder of Circus Academy of Singapore and Circus of Altrades).

Sharifah Fazzeleen is the founder of The Organic Room, an organic beauty salon which focuses on self-pampering. It provides facials and sugaring services which are holistic, nurturing and results-oriented treatments.
Sharifah has been in the business for over 10 years, and has received education and training from Confederation of International Beauty Therapy & Cosmetology. Her inspiration came from her mother’s natural and traditional techniques of caring for the skin.

Koh Jia Sheng is the co-founder of Circus Academy of Singapore and Circus of Altrades.
Circus Academy is Singapore’s first-ever circus training school and offers courses from acrobatics to juggling. Jia Sheng was featured in The Straits Times “30 and under: Young Singaporeans to Watch” in 2020 for his innovative ideas and determination to bring new elements to Singapore’s entertainment industry.
He was also a backup dancer for K-pop group BTS during the Singapore leg of the 2019 Love Yourself Tour.
As a circus performer and dancer, Jia Sheng knows what it’s like to fall down… but more importantly, how to get up and try again.

Daring to take a leap of faith in starting your own business is hard. Here at Merlion Project, we aim to celebrate these stories of how business owners have struggled and overcame challenges.

Here are some quotes from our speakers, founders of local Singapore businesses, who shared their stories of struggle.

“Growing up, I always thought I had to work for someone. What changed my mindset was remembering that my grandfather had his own company and that he enjoyed every moment of it.”

“I also remember all the discouraging comments I received for wanting to study the arts. Some said it was a waste of time and that it had no future. A few even told me leaving the airline industry was one of the biggest mistakes I could ever make.”

“I’m glad I took a leap of faith depite it all.

~ How Joyce Orallo-Lim left her previous job as an air stewardess and started her homeware business Chokmah.

“My mum was concerned. She said ‘Why are you organising pasar malams? Do you have enough to eat?’ “

“Until you are successful, you are seen as insane. It’s a route that nobody wants to take. People didn’t see it as a proper business.”

“But I always believe the more hardworking you are, the luckier you get. You have to stay focused and things will happen.”

~Kent Teo, on starting his bootstrap business organising flea markets, called For Flea Sake. He is currently the founder of Invade, which organises artisan markets such as Artbox and Shilin Night Market.

“My uncles said I’d last one year in the industry. That made me more determined to prove myself.”

“Not only was it a male-dominated industry, most business owners were older men in their 60s.”

“So to some people, gender alone could have been one of the challenges already. I had to try harder to prove myself somewhat.”

~ Nichol Ng, when she joined the male-dominated family business, and later restructured the company. She is currently the co-founder of Food Xervices Inc and The Food Bank Singapore.

Smitten Ice Cream Bar was launched in mid-March 2020. A week later, Singapore went into COVID-19 lockdown (also known as Circuit Breaker).

The ice cream parlour then saw sales plummet to almost zero.

But through hard work and sheer determination, as well as a little creativity and nimbleness, it manage to garner sales to survive through the challenges.

Not only that, Smitten Ice Cream Bar also expanded its brand reach, awareness and market share since its inception.

Their waffles were even nominated for Best Waffles in Halal Awards 2022 by Halal Awards SG!

Smitten founder Lee Gim Siong shared his entrepreneurial experiences during our Human Library at Sandbox Somerset on 3 Dec 2022.

One of the ways the ice cream parlour survived through COVID was to focus on food delivery.

Some topics youths asked him about included the company’s hiring practices, the challenges of being a leader, the challenges of raising funds to start a company, and the future of F&B.

Follow Smitten Ice Cream Bar on Facebook and Instagram.