KUCHING: Nestled in the city’s heart, Lukouhub has been making waves in the local dessert scene with its fresh take on Greek doughnuts.
Traditionally drizzled with honey and sprinkled with cinnamon or nuts, these bite-sized treats have become a staple in Greek cuisine.
The business, co-founded by Ronald Liew Jun Wei, 28 (pic), and his three partners, has grown since its humble beginnings at Gala City in 2022.
The Birth of Lukouhub
Lukouhub takes its name from ‘loukoumades’, the word for small, deep-fried doughnuts that date back to ancient Greece.
Lukouhub’s journey began when Ronald and his friends encountered Greek doughnuts during a trip to Australia.
Intrigued by the taste and texture, they conducted market research back home and found that this particular type of doughnut was not yet popular in Malaysia.
“We wanted to be the first to bring Greek doughnuts to Malaysia, but by the time we launched, another shop in Kuala Lumpur had already beaten us to it,” Ronald said.
“However, we are proud to say that we were the first in Borneo,” he added.
Seeing an opportunity, they decided to introduce it to the local market.
The Journey of Lukouhub
Lukouhub’s first location was at Gala City, where it operated for nearly two years since 2022.
However, business was not as strong as expected due to lower foot traffic and a mismatch in the target market.
In June 2024, it relocated to Rock Road, a more strategic spot with lower operational costs.
“Our new spot has given us better reach,” Ronald said.
However, Ronald also credits his team’s marketing efforts for increasing brand recognition and customer engagement.
“We also shifted our marketing approach, moving from Instagram to TikTok, which helped us attract more customers, especially from the Malay community,” he said.
As with any business, Lukouhub faced its share of challenges.
One of the biggest hurdles was creating awareness about Greek doughnuts.
“It takes time for people to know about this type of doughnut,” Ronald said.
He believed that in general, people loved doughnuts, hence they focused on branding and marketing.
“Desserts are not essential so we focus on visual appeal and marketing strategies,” he added.
“People are more likely to buy our doughnuts when they see enticing images or videos,” said Ronald.
The change led to a surge in customers, many of whom travel specifically to buy from Lukouhub.
What Sets Lukouhub Apart?
Lukouhub not only offers its signature treats, but also caters to diverse preferences with bomboloni, and Italian stuffed doughnuts, which have gained immense popularity among its customers.
“Our top-selling flavours include Biscoff, Nutella, and our special Red Mary, a mix of white chocolates and strawberry puree,” Ronald said.
The shop also offers milkshakes and coffee although Ronald notes that the pairing of coffee with sweets is more popular in Western cultures than in Malaysia.
Seasonal Specialties and Customer Appreciation
Lukouhub frequently introduces seasonal flavours, with the current raya menu featuring pistachio, kaya, and even Musang King bomboloni made with real durian.
These limited-time offerings keep customers coming back for more.
The brand also takes pride in its loyal customer base.
“We are truly grateful for our regulars, some of whom have been with us since our Gala City days.
“Their support, along with our hardworking team, has been instrumental in our growth,” said Ronald.
Future Plans and Expanding Beyond Kuching
Currently, Lukouhub operates two outlets, one at Rock Road and the other at Samarahan Uni Central.
It is actively participating in local events, including Christmas markets and multiple Ramadan bazaars.
Looking ahead, Ronald and his team plan to expand their business.
“We are considering opening another outlet in Kuching before expanding to Kuala Lumpur,” Ronald stated.
“If we establish ourselves there, the next step is Indonesia,” he revealed.
Ronald believes the business landscape in larger cities presents an exciting opportunity.
“A friend once told me that the effort it takes to build a brand in Kuching for 10 years could be achieved in just one year in Kuala Lumpur or Indonesia.
“We are excited to see what’s possible,” he said.
As Lukouhub continues to grow, Ronald expressed his gratitude to its loyal customers, many of whom have supported it since its Gala City days.
“We truly appreciate everyone who has been with us on this journey,” Ronald said.
“Our customers play a huge role in our success, and we are committed to bringing them even better flavours and experiences in the future,” he added.
With eight to ten employees across two locations, Lukouhub continues to build its presence in the local food and beverage scene.
