Content creator-turned-entrepreneur, Adam Shamil, has always chased big dreams. After years of saving and experimenting, he finally brought his love for croffles to life – sparking Chunk & Dunk’s growing East Malaysian presence.
Adam Shamil’s sweet-turned-success story
FOR content creator Adam Shamil, his goal has always been to open a food-and-beverage (F&B) business. To him, entrepreneurship was intriguing, and he felt that through the trials and challenges of being a business owner, it could empower him further.
“After I graduated from university in 2017, I started a café with my friend. We ran the café for seven years before we closed it down. It was definitely an experience that I will never forget. I was also a brand ambassador for an F&B brand. I remember telling myself, if they could do it, then why not me too?”
Quirky and friendly, the 31-year-old, who rose to fame with his funny and theatrical videos posted on various social media platforms, used his content-creating career as an avenue to save up for his goals. Having been a content creator since 2016, Adam had saved up for many years before finally realising his dream in April 2024 with his first outlet called Ice Dream Factory.
Of croffles and shaved ice, Adam rebranded the 100-square-foot business into Chunk & Dunk after four months due to an issue that would hinder future expansion. The journey throughout, though nerve-wracking with the losses involved, was one he would not change. If he were to turn back time, Adam revealed that he would do the same all over again.
“I’ve always been a fan of croffles. Whenever I travel the world, I would have a taste of some of the best croffles in life. Whether it is in Korea, Japan, the United States, or even in Kuala Lumpur, I would try them. From my love of croffles, it made me feel like wanting to bring this kind of dessert to Kota Kinabalu, Sabah,” he said.
After long months of research and development with his team, Adam managed to create a recipe that has seen many improvements over the months. Reflecting back on those days, Adam conceded that he felt like he ate too many croffles. Nevertheless, despite his work revolving around croffles and sweet-to-savoury toppings, he still has frequent cravings for milk chocolate, Bueno-Bueno, and Famous Amos, his favourite go-to snack.
A sense of pride
Having been operating for 19 months across six different outlets, with Kuching, Sarawak being the first regional outlet, and having over 50 team members, Adam shared his pride and happiness in how Chunk & Dunk has grown. From a 100-square-foot stall to having its own diner in Kota Kinabalu, and now a regional outlet, he expressed that just being happy is an understatement.
“I feel like I am truly blessed that I made that choice, and the sacrifice was truly worth it because the response from fellow Sabahans, and now here in Kuching, was incredibly overwhelming,” he said.
Though the business came with struggles, he persevered. From the positive comments he received about the dessert he serves, Adam’s philosophy is that if he is going to do this, he may as well go above and beyond. With his dream to bring the brand nationwide, and even globally, he felt that wishful thinking could be possible when he puts his mind and heart into it.
“It has been a tough journey, and there were times when I felt like giving up as the uncertainties truly scared me. Thoughts like ‘Are people going to continue supporting me?’ ‘Will this kind of business be supported by the community after six months?’ At times, I would be concerned if people were going to come back and consume our products of only croffles and shaved ice.”
With this train of thought, Adam shared that whenever he is in doubt, there will always be something that proves him otherwise.
“The very same people who supported us will bring their family and loved ones to eat our croffles. From this, I believe that as long as there is a good product, there will always be people who will support you, wherever you may be.”
A bright yet unpredictable future ahead
With an American retro diner theme as Chunk & Dunk’s concept, Adam dreams of expanding to many more outlets in the future. But he has always reminded himself to go slow and steady, with the weight of considerations he needs to be mindful of.
“Before I consider expansion, I need to make sure that the business is operationally stable. We have a central kitchen in Kota Kinabalu that is able to meet the demand for croffles at every outlet. At this moment, we have six outlets in East Malaysia, and we are producing over 3,000 croffles and thousands of mini croffles every day.
“So I think the main focus should be to ensure that we are able to achieve operational stability, then only will we talk about expansion. The very first question I need to answer, and only if I’m able to answer that question with peace of mind and confidence, will I be able to grow. And that is: Am I able to cater to the demand of this specific area? Am I able to meet the demand for the number of croffles in Kuching?” he added.
At the outlet in Vivacity Mall, Kuching, Adam shared that there will be regular deliveries of croffles from Kota Kinabalu by road to ensure freshness, quality control, and sustainability. With this commitment, Adam’s vision — built on struggles and doubts — becomes a brand that stays true to its roots, honours his team, and brings joy to every plate.
Now, with every crunchy bite of Chunk & Dunk’s croffles, we are reminded of the days he spent behind the camera, content-creating to save for his dream. We are reminded that through hard work, everything is possible, and that beyond the addictive dessert lies an inspiring story of growth and humility.
