LOOB HOLDING SDN. BHD.

LOOB HOLDING SDN. BHD. stands as one of Malaysia’s most disruptive homegrown F&B groups — a company that transformed a beverage trend into a regional lifestyle phenomenon.

From bubble tea outlets to a multi-brand ecosystem, it redefined beverages not merely as products, but as everyday experiences.

Its journey reflects a powerful truth — that brands are not built by following trends, but by owning them.

Founder:

Bryan Loo

Current Leadership:

Chief Executive Officer: Bryan Loo

The leadership continues to steer the Group with a focus on brand ownership, innovation, and regional expansion.

Some companies inherit brands — LOOB created its own under pressure.

In 2010, the company began with its first bubble tea outlet in Malaysia, entering a market still at an early stage of growth.

Expansion came swiftly, but the defining moment was disruption.

In 2017, Loob lost its Chatime franchise, forcing the closure of over a hundred outlets almost overnight.

What could have ended the business instead became its turning point.

Within months, the company launched its own brand — Tealive — rebuilding its entire network, rebranding operations, and retaining customer loyalty at scale.

What emerged was not a replacement, but a reinvention.

Tealive expanded rapidly across Malaysia and into international markets, becoming one of Southeast Asia’s leading lifestyle tea brands.

From crisis to creation, its journey reflects a powerful truth — that ownership begins the moment dependency ends.

Core Activities include:

• Development and scaling of F&B lifestyle brands

• Franchise and licensed outlet network expansion

• Product innovation and beverage concept development

• Integration of digital, retail, and experiential consumption models

The Group’s operational model focuses on brand creation, outlet scalability, franchise growth, consumer experience, and product innovation. By developing its own F&B brands across tea, coffee, and beverage categories, LOOB HOLDING SDN. BHD. positions itself as both a lifestyle beverage operator and a regional brand-building platform.

Notable Offerings Include:

• Tealive — Southeast Asia lifestyle tea brand

• Bask Bear Coffee — delivery-first coffee concept

• SodaXpress — beverage technology and sparkling solutions

• Multi-brand F&B ecosystem targeting diverse consumer segments

These offerings have enabled LOOB HOLDING SDN. BHD. to serve changing consumer preferences across lifestyle beverages, coffee, quick-service formats, and digital ordering channels. Its brand portfolio reflects a strategy built around accessibility, trend responsiveness, and repeat consumer engagement.

2010 – First F&B outlet established in Malaysia

2017 – Launch of Tealive following Chatime exit

2018–2019 – Expansion into Southeast Asia, Australia, and Europe

2020s – Growth into multi-brand regional F&B group

LOOB HOLDING SDN. BHD. has built one of Southeast Asia’s largest homegrown beverage brands, demonstrating the ability of Malaysian F&B companies to compete beyond domestic markets.

Through Tealive, the Group helped redefine bubble tea from a beverage product into a lifestyle category shaped by branding, store experience, digital ordering, and social consumption.

Its recovery after the Chatime exit became a notable example of rapid brand reinvention, customer retention, and operational rebuilding under pressure.

By expanding across multiple markets and developing new F&B concepts, LOOB has contributed to the regional visibility of Malaysian lifestyle brands and strengthened Malaysia’s position within the modern beverage retail sector.

Some companies scale brands — LOOB builds them from adversity.

From losing a franchise to creating a regional powerhouse, its legacy is not defined by what it operated, but by what it owned.

Its journey stands as a testament that true brands are forged when a company is forced to start again, and chooses to rise stronger.