SOULed OUT marks 30 years with Wonderfest

After three decades of food, fun, and soul, Malaysia’s beloved dining institution SOULed OUT is set to celebrate its 30th anniversary in signature style — with a festival that fuses community, culture, and cuisine. On 27 September 2025, the flagship outlet in Hartamas will transform into Wonderfest, a full-day celebration promising unforgettable moments for fans old and new.

From inspired madness to culinary icon

Founded in 1996, SOULed OUT was born from a spontaneous decision. Founder Fred Choo spotted an old restaurant space during a morning jog and took a leap of faith — despite having no background in F&B. Together with his partner, Choo envisioned a place where meals were more than sustenance.

“When we first opened our doors, we weren’t just starting a restaurant — we were trying to start something meaningful,” Choo reflected. “We wanted people to feel like they belonged, whether they came in for a quick lunch or stayed for a long night of laughter and music. Thirty years on, I think we’ve done that — and the best part is, we’ve done it with heart. This celebration is for everyone who’s ever walked through our doors and made SOULed OUT what it is today.”

Over the years, SOULed OUT expanded into nine outlets under the SOULed OUT, WIP, and NOA brands. Thriving for three decades in Malaysia’s competitive F&B landscape has cemented its place as a lifestyle destination synonymous with great food, music, and camaraderie.

Wonderfest: A party with heart and flavour

Wonderfest will kick off with a Coffee Rave in the morning to get the crowd energised, followed by a vibrant schedule of dining, dancing, and entertainment until midnight. The flagship outlet will feature food and drink stations, a show-stopping Mojito Bar offering 30 unique flavours, and PEARLLY — the sparkling ringmaster mascot named after the traditional pearl gift for 30th anniversaries — leading the festivities.

The live music lineup is a powerhouse of Malaysian talent, with local legend Dato’ Zainal Abidin, jazz queen Junji Delfino, soulful Dasha Logan, Pop n Bop, Jordan Rivers, Samantha De Lune, Izen Kong, and a 17-piece SOULed OUT Big Band headlining the stage. Families can also expect kid-friendly activities, ensuring Wonderfest stays true to SOULed OUT’s inclusive spirit.

Giving back to the community

True to its ethos, SOULed OUT is using its milestone celebration to give back. Through its Heart & SOUL initiative, 20% of Wonderfest proceeds will benefit three charities: Hospis Malaysia, The Lost Food Project, and Dignity for Children Foundation. These organisations provide palliative care, combat food waste, feed the hungry, and empower underprivileged children through education.
Fans can join the celebration early by purchasing RM100 and RM50 coupon booklets available now at all SOULed OUT outlets, redeemable at Wonderfest.

With its trademark blend of good food, lively entertainment, and heartfelt community spirit, SOULed OUT’s Wonderfest promises to be the party of the year — a fitting tribute to three decades of soul, laughter, and shared memories.