Building a Baking Empire: Chef Emerson and the Kona Story

The warm, yeasty aroma of freshly baked bread welcomed us as we walked into Kona Bakehouse, a bustling bakery cafe located in SS2, Petaling Jaya. We had the honour to speak with Chef Emerson, the driving force behind Kona Bakehouse. But his story isn't a simple tale of flour and ovens.

Chef Emerson's Breadmaking Journey

Chef Emerson's journey into the world of breadmaking wasn't born from a lifelong dream, but rather a pragmatic observation.

"I was told by many around me that 'selling bread and pastries can earn you good money!'" he recalls with a chuckle. "Since I wasn't particularly academic, and the prospect of financial stability was appealing, I thought, 'Why not?'"

This led him to a two-year culinary education in Taiwan at a young age of 18, a period he candidly describes as more about exploration and enjoyment.

Upon completing his course, Chef Emerson then returned to Malaysia where he spent several years honing his craft in local bakeries, followed by a pivotal role as a Technical Advisor, which laid the groundwork for his entrepreneurial leap.

As a Technical Advisor, Chef Emerson was in charge of developing and training for the Singaporean, Malaysian, and Bruneian markets for F&B retail, factory, and bakery segments.

Chef Emerson shared that he is largely self-taught, dedicating countless hours to studying recipes and cookbooks, with a particular focus on those by Nogami Chef. He notes that his bakes often reflect a Japanese influence, a testament to his personal interest in that culinary style.

Today, he not only crafts delectable loaves at Kona Bakehouse, but also shares his expertise through workshops at Kona Studio and offers a cafe experience at Butter & Spice, proving his passion rewards him with a thriving business.

With over 10 years of experience in the baking industry, Chef Emerson was crowned the winner of Singapore Bake-A-Star Bakery Championship in 2018.

From Pragmatic Beginnings to Passionate Pursuit

While the Taiwanese curriculum provided a foundational understanding, Chef Emerson emphasizes that his true education began in the bustling kitchens of local bakeries. "The real learning happened on the job," he said. He acquired practical and operational skills that textbooks simply couldn't provide.

Initially, breadmaking seemed deceptively simple, but as he delved deeper, he discovered its intricate complexities. "The more you learn, the more challenging it becomes," he explains, "Mastering advanced techniques and navigating complex recipes requires constant dedication."

This pursuit of knowledge is evident in Kona Studio's workshops, where Chef Emerson regularly invites renowned international chefs.

"Just recently, we hosted a workshop with a very respected Japanese chef, and the bread was truly exceptional," he shares, highlighting the continuous learning process. The workshops often attract fellow bakery owners and chefs, creating a valuable platform for knowledge exchange.

Kona Studio: A Hub for Learning & Innovation

The opening of Kona Studio stemmed from Chef Emerson's personal passion for teaching and a desire to explore the more intricate aspects of baking.

Recognizing a gap in the local market, Chef Emerson established the studio not just as a business venture, but as a space for continuous learning and experimentation.

While Kona Bakehouse focuses on simpler, everyday breads, Kona Studio allows for the creation of complex bakes and provides a platform for a dynamic learning environment both for his students and himself.

Kona Studio has recently undergone a significant upgrade, relocating from its original space above Kona Bakehouse to a larger, and more beautifully designed studio just across the road.

Driven by a desire to elevate the Malaysian baking industry, Chef Emerson hopes that Kona Studio's workshops will inspire greater innovation and diversity. He envisions a future where Malaysian bakeries offer a wider range of unique and high-quality products, contributing to a more vibrant and dynamic culinary landscape.

Kona's Best-Sellers & Chef Emerson's Personal Picks

When asked about his signature creations and Kona Bakehouse's most popular items, Chef Emerson revealed a fascinating contrast.

While the taro scones, shio pans, and matcha/hojicha flans consistently top the bestseller list, his personal favorites lean towards the classic elegance of French croissants and his own sourdough loaves.

Chef Emerson adapted Kona's sourdough recipe to cater to the local clientele, many of whom are elderly residents. Understanding their preferences, he's crafted a sourdough that's less sour and boasts a softer texture.

Prairie Farm Cream Cheese: An Essential at Kona 

Chef Emerson's choice of Marubishi's Prairie Farm Cream Cheese stems from a combination of practicality and quality. He appreciates the smaller packaging and the soft, easily workable texture, which is particularly beneficial for room temperature baked goods. The cream cheese's subtle tangy flavor profile, coupled with its affordability, makes it a top choice for Chef Emerson.

Notably, it plays a crucial role in stabilizing the texture of their popular matcha and hojicha flans, adding a delightful tanginess that complements the desserts. This enhancement in texture and flavor has garnered positive feedback from customers.

Exceptional Service: Marubishi's Commitment to Kona Bakehouse

Chef Emerson expressed high praise for Marubishi's team service, highlighting the valuable support he receives. He particularly appreciates the proactive knowledge-sharing from Marubishi's sales manager, Cindy, who consistently provides insightful information.

Moreover, he emphasized the team's dedication to meeting urgent needs. On multiple occasions, when last-minute ingredient orders were placed, Cindy would personally delivered the supplies to Kona Bakehouse, ensuring uninterrupted operations. This level of personalized and responsive service is something Chef Emerson deeply values, solidifying Marubishi as a trusted partner.

Chef Emerson's Vision for Growth

Chef Emerson's vision for the near future centers on fostering local talent and expanding the reach of his baking philosophy. Through Kona Studio's workshops, he aspires to connect with and cultivate a vibrant community of Malaysian bakers.

Simultaneously, he aims to elevate the studio's profile and strengthen his personal brand. With a keen eye on expansion, Chef Emerson is also exploring the possibility of opening a new Kona Bakehouse branch in Kuala Lumpur's city center, bringing his unique baking creations to a wider audience. 

Chef Emerson's story is one of passion, dedication, and community. From his self-taught beginnings to his vision for the future, he has built a thriving baking empire that continues to grow and inspire. With plans for expansion and a commitment to elevating the Malaysian baking landscape, we are sure there are many more delicious chapters to come for Chef Emerson's story.