Sashidaran Gunathevan
Se’Indonesia has opened its first Malaysian outlet at 1 Utama on 3 November 2026. The Indonesian quick-service restaurant (QSR) brand serves smoked beef and chicken dishes known as se’i.
The Se’Indonesia 1 Utama outlet is also the brand’s first overseas expansion. Se’i is a smoked meat dish from East Nusa Tenggara, usually made with beef or pork. The meat is smoked over kosambi wood for several hours.
Here is what the brand brings, what Malaysian diners said in research and where it plans to open next.
About the Se’Indonesia brand
Se’Indonesia was founded in 2022. Today it runs more than 300 outlets in 144 cities and 25 provinces. The brand says it has served over 100 million portions of its signature dishes.
Meanwhile, Forbes Asia named it one of its 100 to Watch for 2025. In addition, co-founders Rinaldi Dharma Utama and Christian Wilfandio made the Forbes 30 Under 30 Asia 2026 list. They sit in the Retail & Ecommerce category.
Funding followed, too. The company raised US$9.7 million in Series A funding in April 2025. Insignia Ventures Partners led the round.
What Malaysians told the researchers
Se’Indonesia says Malaysia is a natural next step. The country has a strong QSR scene, and diners know regional food. The brand also cites a positive reception towards Indonesian brands. However, it did not want to assume that similar cultures mean identical tastes.
So it worked with Malaysian market research company Central Force Insights before opening. The goal was to learn local tastes before the launch.
The research used focus groups and local sensory tests. They covered views of Indonesian food, reactions to signature products, taste, pricing and dining habits.
The results were encouraging. Overall, of 291 participants, 55 per cent rated their chance of dining there at 8 or above. They scored it after hearing the concept. Meanwhile, 72.7 per cent preferred the original chicken se’i. Another 71.5 per cent preferred the original beef se’i.
Participants named four factors as important. They were taste, affordability, convenience and menu variety. Rice sides and spice levels mattered as well. Because of this, the brand is exploring menu changes. It plans to keep its Indonesian identity.
What the founders and researchers say
Central Force Insights Chief Executive Officer See Toh Wai Yu said the research found interest in the signature products. It also found local tastes that could shape what people buy. Wai Yu said knowing this early makes a difference. That is true when a brand enters a new market.
Rinaldi, who is Se’Indonesia co-founder and chief executive officer, said success in Indonesia does not guarantee success elsewhere. In his words, the research helped the brand understand what Malaysians value. That lets it bring its flavours while staying responsive.
For now, the Se’Indonesia 1 Utama outlet is the only Malaysian branch. Another is planned at The Capitol in Bandar Utama.
The mall has seen change in food outlets, with Carl’s Jr closing its outlet after 17 years.
In short, Se’Indonesia has tested the market before opening. Still, opening hours, menu prices and the exact outlet location inside 1 Utama were not given. Readers should check the brand’s channels first.
C. Khor
Admin
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