LWIN LEE | GRAND LAUNCH OF THE TEN YEARS RESTAURANT @ SRI PETALING
Celebrating Decades of Malaysian Cuisine:
The Launch of the Ten Years Restaurant
It’s a global fact that Malaysia is
well-known for its multi-racial ethnicity as well as a food haven, with famous
culinary destinations all over the country. From the Char Kuey Teow of Pulau
Pinang to Tawau’s Nasi Kuning, Malaysia’s flavours span across various states
and cultures, a treasure trove for foodies and critics, translating into a
seemingly never-ending medley of great food.
To enjoy the best of Malaysian
cuisine under one roof, the Ten Years
Restaurant welcomes diners of all ages to savour the nation’s most famous
fares at its vibrant one-stop flavors oasis.
The name is styled such way to
create a synonymous link to bygone eras, in the vein of swinging 60’s, groovy
70’s, colourful 80’s and nostalgic 90’s. No matter which era one is inclined
towards, Ten Years invites diners young and old to savour a symphony of
flavours spanning across different cuisines and styles. After all, good food is
the universal language that unites all.
A nation steeped in rich history and
cultures, Malaysian cuisine is a mix of cultures including Malay, Peranakan,
Chinese and Indian specialties calls for some preservation effort. Spurred by
this passion to protect the local flavours, five friends came together to
establish an avenue to house the best of these diverse and decades-long favourite
tastes – allowing all Malaysians, young and old, to share their culinary
adventures, hence the name, Ten Years.
“Ten Years was established with the aim to preserve Malaysian
cuisine for the later generations, and protect these recipes that may otherwise
disappear after the owner retires or passes on, especially if their children do
not want to take over their business. No doubt there are many versions of these
delicacies, the ‘1st generation’ taste is lost. Ten Years aims to preserve and promote this original and ‘1st generation’ taste,” shares founders
Victor Bong. “Malaysian cuisine is amazing; it is prepared with a variety of
herbs and spices, yet the end note is a flavour that is distinctly Malaysian.
To keep these traditions alive, it is important to safeguard our food culture,
which is both our identity and heritage,
and help them flourish.”
“Our restaurants, Ten Years, are
themed around evoking memories – a link to the past eras through our restaurant décor which combines the old and new
at once, in a comfortable setting,” Bong adds. “To guarantee the best dining
experience, we will uphold stringent selection processes for all food
operators, ensuring that they maintain quality standards.
The restaurants are designed to
appeal to everyone, regardless of age, background and ethnicity.” Operating on
a unique business concept, Ten Years caters to the needs of franchisees recipe
owners. They are open to partnering with hawkers, or restaurant owners owning
signature Malaysian recipes, to safeguard their recipes for future generations,
as well as developing a financial model for a passive income, while franchise
owners are supported by Ten Years’ strong marketing, branding and operation
infrastructure.
Among the specialty unique Malaysian
dishes served at Ten Years includes ‘Nancy
Nyonya Laksa’ from Melaka, ‘T&T Prawn Mee’ and ‘Tiger Char Koey Teow’ from
Pulau Pinang and ‘Nasi Dagang Kak Pah’ from Terengganu. Ten Years also have
their own specialties, called FUSION,
that are inspired by traditional dishes from all over Malaysia – For example, ‘Lamb Masak Merah with 3 Colour Rice’ is
based off Johor style merah, while ‘Grilled
Chicken Percik Sauce’ is a twist from Kelantan’s popular dish. Servings
start at a reasonable rate of MYR12.90.
T&T PRAWN MEE (MYR 16.90)
Regarded as one of the best prawn
mee in Pulau Pinang, which is always sold out by the early morning, the stall
on Jalan Cheong Fatt Sze has 50 long years of history behind it, being the heir
and second generation to the T&T prawn mee on Lorong Selamat. It
specialises in traditional tastes, with a broth boiled for hours, which
complements the other ingredients.
Char Koay Teow is a mainstay of
Pulau Pinang, but this popular char koay teow stall, which has been in business
for over 60 years, is highly rated by visitors and Penangites alike for its
unique soy sauce mixture, which gives it a memorable taste.
NASI DAGANG KAK PAH (MYR 18.90)
With twenty years of experience
behind this popular stall, Nasi Dagang Kak Pah is one of the most famous food
operators in Kuala Terengganu. Often selling out within three hours, the stall
which is only open in the mornings provides excellent side dishes that complement
the fluffy rice steamed in coconut milk.
SHUN FA CHICKEN RICE (MYR 19.90)
The Hainanese-style Shun Fa Chicken
Rice uses free-range chicken to complement its moist and fragrant rice, while
the chilli paste has the right blend of spiciness and sourness – leading to a
meal that is considered to be among the best chicken rice restaurants in Kuala
Lumpur.
NANCY NYONYA LAKSA (MYR 19.90)
With a thick and rich coconut base
sauce that gives it a rich, sweet taste, the tempting aroma of Nyonya Laksa at
Nancy’s Kitchen draws in customers in droves. The specialty cuisine, influenced
by Peranakan cuisine, uses a unique family recipe that will leave customers
coming for more.
LINGUINE
CARBONARA CHICKEN (MYR 17.90)
Chicken slices are tender and
juicily paired with the creamy sauce.
BERRY
COOLER (MYR 8.90)
BLOODY
BERRY (MYR 9.50)
MANGO
ASAM (MYR 9.90)
MILO
DINOSAUR (MYR 7.90)
The Ten Years concept features
dining areas for different eras, in line with a ‘through the ages’theme, with
inspired settings that seamlessly meld cultures and history. With the various
spaces available, Ten Years offers a venue for a variety of events, ranging
from private functions to corporate gatherings. For convenience, Ten Years also
offers various services such as in-house projectors, WIFI internet and television
to complement top-rated Malaysian cuisine. The restaurant also offers packages
for business talks, presentations, celebrations and other occasions. Each
restaurant is designed to be an attractive food hub, with the management
sourcing the best recipe owners in each category. Training programmes and
extensive Standard Operating Procedures work towards recreating the same
standards faithfully, with little hassle to both license and recipe owners.
Ten Years plans to open 40 outlets
in Malaysia by 2017. In the long term, Ten Years aspires to expand overseas,
with branches across all ASEAN Countries as well as targeting to establish 200
outlets in China by 2020.
10 YEARS
“PRESERVING THE SOUL OF
STREET FOOD”
About Ten Years Restaurant
Ten Years Restaurant is wholly owned by Horsemen
Group Sdn Bhd, and is established with the vision of preserving Malaysian food recipes
for the future generation. The new gastronomic enterprise gathers the most
famous cuisines from across cultures, states and traditions, and rebrands them
to cater to modern and diverse tastes. The restaurant also aspires to bring
these iconic street flavours onto the global stage.
Location: No.1,
Jalan Radin Bagus 6, Bandar Baru Sri Petaling, 57000 Kuala Lumpur
Contact: +603
7931 6168
Website: https://www.facebook.com/tenyears.my
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