At pop-up markets across Malaysia, the distinctive flavors of Surey!—including Mango Sticky Rice and Thai Red Ruby—have been delighting ice cream lovers. Behind this growing Thai-inspired coconut ice cream brand is Alyassa, a former architect who made a bold career shift into the food and beverage (F&B) industry.
The turning point came during the pandemic, when Alyassa decided to open a small Thai restaurant in Wangsa Melawati, specializing in southern Thai cuisine from the Hatyai region. Following steady success, he launched Surey!, focusing exclusively on coconut milk-based ice cream inspired by authentic Thai flavors.
Rooted in Heritage
Surey!—a shortened form of “Sureephorn,” the name of Alyassa’s Thai mother—reflects his deep personal connection to Thai culture. Born and raised in Thailand until primary school before moving to Malaysia, Alyassa cherishes Thai food as a lifelong passion.
He fondly recalls childhood evenings when a motorcycle ice cream cart would arrive, selling creamy coconut ice cream—a nostalgic memory that sparked his drive to recreate those authentic flavors in Malaysia. “Since moving here, I’ve found many coconut ice creams watered down or artificial tasting,” Alyassa explains. “Surey! is our answer to that longing for genuine taste.”
Authenticity at the Core
Surey! specializes exclusively in coconut milk ice cream crafted to reflect traditional Thai recipes. The early days involved extensive trial and error, including taking ice cream-making courses to master the temperature-sensitive nature of coconut milk.
The brand’s signature flavors now include Pure Coconut, Mango Sticky Rice, Thai Red Ruby, Thai Tea, and Thai Green Tea. Customers can buy pints at RM29.50 or enjoy scoops at pop-up events. All products are certified halal, broadening their appeal to Malaysia’s diverse population.
Growth from Home Kitchen to Factory
Starting as a home-based venture, Surey! has expanded its operations over three years to a certified factory in Taman Melawati, holding both MESTI and JAKIM halal certifications. Roughly 80% of revenue comes from supplying premium restaurants and hotels, while the rest stems from pop-ups, catering, and retail sales through select grocers and online platforms like Grab.
The brand has extended distribution beyond Kuala Lumpur to Johor Bahru and Penang, with plans to reach more Malaysian states soon.
Distinctive Flavor and Future Plans
In a competitive market saturated with coconut ice cream options, Alyassa believes Surey! stands out for the richness—or “kaw”—of its authentic Thai flavors. However, maintaining consistent quality is an ongoing challenge due to the natural variability of fresh coconut milk.
Despite these hurdles, Surey! has secured notable partnerships, including supplying to Cheevit Cheeva, a renowned Thai dessert brand, marking a proud milestone.
Looking ahead, the brand aims to strengthen its presence among premium Thai restaurants and grow its direct-to-consumer offerings via events and pop-ups. Longer-term plans include opening retail outlets in major shopping malls and pursuing HACCP certification to facilitate exports to neighboring countries.
“We’re passionate about sharing authentic Thai coconut ice cream with a wider audience,” Alyassa concludes, “and are excited about the journey ahead.”
Related topics
- Sugarbeast Owner Brings Passion for Sweets and Creativity to Rexburg
- Dove Launches Two New Ice Cream Flavors — Plus a Chance to Get a Free Box
- Ultimate Guide to Milkshakes: History, Types, and Recipes
