Sabahan Turns Life Savings Into RM1 Million Croffle Business — All In Just 9 Months
With no investors — just bank loans and personal savings — Adam now aims to hit RM5 to RM8 million next year.
Adam Shamil isn't just another content creator. He's a storyteller, an entrepreneur, and the mastermind behind Sabah's rising dessert brand, Chunk & Dunk.
Image via @adamshamil (Instagram)
From making waves on YouTube to crafting the perfect croffle, Adam's journey is fuelled by passion, resilience, and a whole lot of hustle.
It all started in 2018 when Adam, a Nottingham University graduate in International Communications & Film, posted a video debunking a common misconception about his accent.
That video exploded overnight, racking up over 200,000 views, and just like that, his journey as a content creator began.
Image via Adam Shamil (Provided to SAYS)
But Adam's love for desserts goes way back. On his 13th birthday, his mother, who earned just RM1,200 a month, took him to a hotel for dinner. It was a rare and unforgettable experience.
"What I didn't know at the time was that my mother had been saving for an entire month just to make that one special night happen," he shared with SAYS.
After dinner, as they got into the car, Adam turned to his mother and asked, "Mummy, can we eat that chocolate pastry again?" She smiled and replied, "Mummy can't afford to bring you there every day. But when I get my salary, or maybe on your next birthday, we can go again, okay?"
Then came the words that stuck with him forever:
"You study hard, work hard, and make a lot of money so that when you grow up, you can bring mummy to eat there every day, okay?"
That rich chocolate pastry became a core memory — one that would later inspire him to open his own dessert shop.
Image via Adam Shamil (Provided to SAYS)
After years of saving from his digital content career, Adam finally made his dream a reality.
At 30, he poured his life savings into launching Chunk & Dunk, transforming his childhood inspiration into a thriving business.
But getting there wasn't easy.
Adam and his team spent over six months perfecting the texture and flavour, even sourcing top croffles from the US, Bangkok, and Tokyo for research.
The result? A crunchy, golden-brown masterpiece that's now a hit in Sabah, Sarawak, and even Brunei.
Their bestseller is the Bueno Bueno Croffle, best paired with Belgian Chocolate Shaved Ice. But for Adam, his personal favourite is the Onini Croffle.
"It's so addictive! I love to munch on them when I'm in the car or watching a movie," Adam shared.
And he's not stopping there. Chunk & Dunk currently has three outlets, with a fourth set to launch in March.
The fourth outlet, Chunk & Dunk Diner, will introduce an expanded menu featuring burgers, fried chicken, and spaghetti — all original recipes by Adam himself.
In just nine months, Chunk & Dunk has raked in RM1.1 million in sales.
With no investors — just bank loans and personal savings — Adam is aiming for RM5 to RM8 million next year, hoping to value Chunk & Dunk at RM20 million within a year.
Image via Adam Shamil (Provided to SAYS)
And the interest is growing beyond Sabah.
Chunk & Dunk has already received expressions of interest from investors in Brunei, Singapore, Indonesia, and even Semenanjung Malaysia — a clear sign that the business potential extends far beyond its home state.
Image via Adam Shamil (Provided to SAYS)
Running a dessert empire while creating content isn't easy, but Adam has found a way to merge both worlds
"The beauty of being both an entrepreneur and a content creator is that they complement each other. I get to leverage my expertise as a creator to take my audience on a virtual journey into the world of Chunk & Dunk through storytelling and content creation," he explained.
But the road hasn't been smooth.
A rebranding mishap cost him a fortune when he realised his original brand name was already in use — forcing him to redo all packaging.
He's also learned the hard way not to trust too easily after facing betrayal twice in his business journey.
Yet, through it all, his belief in his vision never wavered.
His advice to aspiring entrepreneurs? "Believe in your crazy ideas. If money is an issue, then start small and take it from there. Never underestimate the power of your dreams because it is VALID.
"I wanted to do something that has never been done before in KK. An '80s retro-looking dessert parlour which serves the crunchiest croffle and finest shaved ice? Truly unheard off. But I made it happen because I wanted it so bad and I will not allow anything to get in my way from achieving it," he shared.
Image via @adamshamil (Instagram)
Beyond Chunk & Dunk, Adam dreams of collaborating with fellow self-made entrepreneurs like ZUS Coffee, Farm Fresh, Pinnyang, and Khairul Aming — to learn, grow, and take his brand to the next level.
Sabah's F&B scene is evolving fast, with a rise in specialty-driven, Instagram-worthy brands. Chunk & Dunk is right at the heart of that movement, blending nostalgia with innovation.
As Adam puts it, "We're not just selling desserts — we're creating an experience."
Follow Adam's journey on Instagram and check out Chunk & Dunk the next time you're in Sabah!
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