For years, Adam Shamil was known in Malaysia as a top content creator and budding musician, where the work revolved around his personality and the audience that followed it.
That changed in 2024, when he put his life savings into a small food venture that would grow faster than he expected.
“Running this business for the past 23 months has taught me a lot, especially when I compare it to my work as a content creator and musician,” Shamil shared with Manila Standard Life in an interview when he introduced Chunk & Dunk to the Philippine market.
He described the shift as moving between “completely different worlds.” Online, he said, “you are the product.” In business, “it’s no longer about you—it’s about the product and the people behind it.”
Shamil said he initially imagined his brand as an extension of his online persona, but the realities of running a small and medium enterprise quickly set in. The food industry, he said, is both competitive and emotionally demanding.
“As a content creator, I was used to receiving mostly positive feedback,” he stated. “But in the food business, it’s very different. You’re under constant public scrutiny.”
Criticism became part of the daily routine. Learning to absorb it without losing direction proved to be one of his biggest tests. Pricing was another early challenge, as customers questioned the cost of croffles compared to more familiar items like waffles, despite differences in ingredients and preparation.
Apart from developing the product, the scale of responsibility also changed. From working alone with a phone, Shamil now manages nearly 100 employees.
“Every month, I carry the responsibility of providing for the livelihoods of many people,” he pointed out. “That can be intimidating… but it’s also incredibly fulfilling.”
Chunk & Dunk began in Sabah, Malaysia, with a focus on premium croffles—pastry hybrids that combine the texture of croissants with the format of waffles. The brand’s entry into the Philippines traces back to what Shamil described as an unplanned moment.
A trip to an archery tournament in Kota Kinabalu led to a chance encounter with a Filipino family who discovered the brand through a long queue. That meeting eventually opened the door for a local partnership.
Entrepreneur Lester Edward Lim, along with his daughter Chevy Lim, will open the brand’s first Philippine store in Eastwood, Quezon City, in April. Chevy Lim also serves as the brand’s first ambassador in the country.
Shamil considers the expansion a turning point, he did not anticipate when he started.
“Twenty-three months ago, I took a leap of faith,” he said. “And now, I’m standing here…it’s overwhelming in the best way possible.”
