KL XieLaoBan (KL蟹老板) is officially recognised by ASEAN Records as the First Single-Persona Crab Delivery Brand Selling Cooked-to-Order Crab Dishes Driven by Short-Video Content Across Multiple Platforms, following the fulfilment of 70,413 orders between 1 November 2023 and 24 June 2026.
The achievement highlights how the Malaysian food and beverage brand has successfully combined personal branding, short-form video storytelling and food delivery to create a distinctive digital-first business model. Operating daily from 12pm to 2am, KL XieLaoBan has built its customer reach through six social platforms — TikTok, Douyin, Facebook, RedNote, Instagram and WeChat.
Turning Digital Content Into Business Growth
Rather than relying primarily on conventional advertising, KL XieLaoBan built its identity around a recognisable single-persona presence, using engaging short-form videos to communicate directly with audiences.
This content-led approach allows customers to discover the brand, see its cooked-to-order crab dishes and develop familiarity with the personality behind the business before placing an order. By transforming online attention into measurable sales, the brand demonstrates how social media can evolve from a promotional channel into a powerful driver of F&B commerce.
The model reflects changing consumer behaviour across Southeast Asia, where personality-driven content, authentic engagement and social platforms are increasingly influencing purchasing decisions.
More Than 70,000 Orders Fulfilled
Between November 2023 and June 2026, KL XieLaoBan fulfilled 70,413 cooked-to-order crab dish orders, demonstrating both sustained consumer demand and the operational capabilities required to support a high-volume delivery business.
Behind the brand’s digital visibility is a business operation that must consistently translate online engagement into freshly prepared products and reliable fulfilment.
This combination of content creation and operational execution distinguishes KL XieLaoBan’s model, showing that successful social commerce requires more than attracting views — it requires the ability to convert audience interest into customer trust, orders and repeat demand.
Setting a New Benchmark for Social Commerce in F&B
KL XieLaoBan’s presence across six major social platforms demonstrates the growing importance of multi-platform digital storytelling for modern food businesses.
Instead of depending on a single channel, the brand reaches different audiences through platforms popular across Malaysia and the wider Asian digital ecosystem. This strategy broadens visibility while creating multiple consumer touchpoints around a consistent brand personality.
Its achievement offers an example of how local entrepreneurs can use content strategically to compete in an increasingly digital F&B environment without separating marketing from the customer experience.
Young Entrepreneurship Meets Digital Innovation
The milestone is particularly significant for founder Jerry Lee Chun Jian, who received the ASEAN Records recognition at the age of 23.
The ASEAN Records certificate was officially presented on 27 June 2026 at PJ SS2, with Jerry receiving the recognition in the presence of Chef Hugo Leung Man To (梁文韬).
Reflecting on the achievement, Jerry credited the milestone to the customers, team members and supporters who had contributed to KL XieLaoBan’s growth. He also expressed his ambition to continue developing the business and bring a Malaysian brand onto a larger stage.
His journey demonstrates how younger entrepreneurs are increasingly building businesses differently — combining digital creativity, personal branding, direct audience relationships and disciplined execution to create commercially scalable ventures.
Showcasing Malaysia’s Evolving Digital F&B Landscape
KL XieLaoBan’s growth reflects a wider transformation taking place across Malaysia’s food and beverage industry.
Social media platforms are increasingly becoming complete commercial ecosystems where businesses can build awareness, interact with customers and convert engagement into direct sales. For smaller and emerging brands, this can reduce dependence on traditional marketing while allowing founders to establish closer relationships with their audiences.
KL XieLaoBan’s success demonstrates how a specialised product category such as cooked-to-order crab delivery can be amplified through compelling digital storytelling and a strong, consistent online identity.
Looking Ahead
The ASEAN Records recognition represents an important milestone in KL XieLaoBan’s evolution from a digitally driven crab delivery business into a recognised example of content-led entrepreneurship.
With 70,413 orders fulfilled and a presence spanning six social platforms, the brand demonstrates how the convergence of food, personality, entertainment and e-commerce is creating new business models within Southeast Asia’s rapidly evolving digital economy.
As social commerce continues to expand, KL XieLaoBan’s achievement highlights the potential for Malaysian entrepreneurs to turn creative content into sustainable businesses while building homegrown brands capable of reaching audiences far beyond traditional F&B channels.
Learn more about this: Official ASEAN Records Recognition
