On April 5, 2026, Easter Sunday, a day marked by renewal and fresh beginnings, Chunk & Dunk officially opened its doors in the Philippines, its first international home outside Malaysia. The timing was no coincidence. As guests gathered to witness the launch, Lester Lim, the Philippine brand partner, described the moment with clarity and meaning. He said, “Since Easter symbolizes new life, today we are bringing forth Chunk and Dunk to the Philippines for the very first time.”
But behind the excitement, long lines, and cameras flashing, this moment had been years in the making, built on sacrifice, belief, and a deep love for food.
Where It All Began
Before Chunk & Dunk became a viral name, it was simply an idea shaped by a young boy’s experience.
Malaysian content creator Adam Shamil did not grow up with much. Raised by his mother and grandmother, he learned early what it meant to go without. But more importantly, he was raised with a mindset that small beginnings do not limit big outcomes.
That belief took root on his 13th birthday.
For the first time, his mother brought him to a hotel for dinner. It was a simple gesture, but one that stayed with him, especially the dessert. A chocolate pastry became a memory tied to effort and love.
What he didn’t fully understand then was the cost behind it. His mother, earning just RM1,200 a month, had saved for weeks to make that evening happen.
As they walked back to the car, he asked if they could return.
She answered gently, “Mommy can’t afford to bring you there every day. When I get my salary, or on your next birthday, we can go again, okay?”
Then she added something that would stay with him:
“You study hard, work hard, make a lot of money, so that when you grow up, you can bring Mommy there every day, okay?”
That moment became a quiet promise.
From Content Creator to Builder
Years later, Adam built a strong following as a content creator in East Malaysia. But he knew attention alone wasn’t something he could rely on forever.
“I told myself, I don’t think I would be able to do content creation forever,” Adam said.
What never changed was his love for desserts.
“For as long as I could remember, I tried so many desserts but one specific dessert I will never forget is the croffle that I had my first bite on.”
From the US to Korea to Kuala Lumpur, that same dessert kept appearing in his life until it stopped being just something he enjoyed and became something he believed in.
“What started as being a fan turned into a business opportunity.”
In 2024, he made a move most people would hesitate to take. He invested his life savings.
“I didn’t want to make a business just for the sake of starting one. I wanted to build something I truly believed in.”
That meant doing the hard work. Months of refining recipes. Testing. Failing. Starting again.
“It took sweat and a really, really long time to achieve the level of crunchiness and flakiness and butteriness.”
That standard became the backbone of Chunk & Dunk.
No Shortcuts, Just Quality
The global dessert market is huge but Adam saw a gap. Too many brands were cutting corners. Artificial shaved ice. Croffles made from puff pastry. Products that didn’t leave an impression.
Chunk & Dunk took the opposite route.
Using authentic croissant dough, premium ingredients, and carefully developed recipes, the brand focused on one thing: making people remember the experience.
The result spoke for itself.
In just a few months, the brand sold over 2 million croffles and built a reputation for flavors that people kept coming back for—Original, Belgian Chocolate, Famous Amos, Pistachio, Hazelnut, Matcha, Biscoff, Spicy Chicken Floss, and Original Chicken Floss.
The Bite That Changed Everything
The Philippines was never part of the original plan.
That changed because of one family and one croffle.
During a trip to Kota Kinabalu, Lester Lim, his wife Hazel, and their daughter Chevy came across a long line in a mall.
At first, they almost walked away. “My wife said, ‘Forget it. Let’s not do it anymore. I don’t wanna stay in line anymore.’”
But their daughter insisted, “Mom, if the line is this long, it must be good.”
They stayed.
By the time they reached the counter, only one croffle was left. They bought it and ended up arguing over that single piece.
That one bite shifted everything.
For four days, they kept coming back. What started as curiosity turned into something more serious.
Then came the unexpected moment.
“Babe, that’s him! That’s the owner. I stalked him already,” Hazel told Lester.
It was Adam.
They spoke briefly, then lost contact, until months later, when Adam reached out again.
“Hey, it’s me, Adam. I was wondering if you’re still interested.”
At the time, expanding internationally felt unlikely.
But something changed. A video Adam posted went viral in the Philippines, with 80% of viewers coming from there.
Still, Adam wasn’t just looking for investors.
“I don’t want anybody to just come in and say, ‘I have this much money.’ It’s really not about that,” the founder and CEO shared. So he tested them by inviting them over.
“The trip was 10% meeting and 90% eating,” Lester said.
That was enough.
Much-awaited launch
At the grand opening, the energy was different. It was the result of shared belief across countries.
Lester addressed the crowd with gratitude and enthusiasm, “So, again, everybody, we hope you love Chunk and Dunk as much as we do. Everything starts with a passion and our passion is eating. So our passion is eating and good food. And so we want to share that all with you.”
He also made sure to acknowledge the people behind the moment, thanking both the Philippine and Malaysian teams, along with his wife Hazel and their children. Guests were treated to giveaways, with croffles shared freely and games adding to the celebration.
Adam, choosing to keep the focus on the brand rather than himself, spoke with quiet pride. He said, “May this special day bring you guys a lot of joy, peace, and love. And second of all, I don’t wish to speak any further because today is not about me. It’s about celebrating Chunk and Dunk. But I just wanted to say something very, very important. Twenty-three months ago, I started Chunk and Dunk with my very own life savings with an intention to be able to make the world’s best croffle and to be able to change my family’s life. And 23 months later today, not only have we expanded to six outlets in Malaysia, and not only have we sold over one million croffles in Malaysia but we have also brought the world’s best here in the Philippines. And now it belongs to you.”
He added, “So, I hope if you know fellow Filipinos or anybody who comes to the Philippines, don’t just think about your beef tapa, don’t just think about your sinigang, but make sure you get the crunchiest croffle and the finest shaved ice you have ever tasted.”
And with visible appreciation, he said, “Thank you very much on behalf of the rest of the team. And I also would like to take this opportunity to say that I am incredibly proud of the whole team spearheaded by Lester, the international brand partner, and his amazing wife Hazel.”
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“You have no idea how much it means to me for a brand that I’m just starting here in the Philippines. It means a lot to me. Thank you so much for making my dreams come true. And I am so excited to announce that Chunk and Dunk is officially in the Philippines!
Beyond Dessert
The significance of the launch extended beyond business.
Malaysian Ambassador to the Philippines, His Excellency Dato’ Abdul Malik Melvin Castelino, highlighted the cultural connection behind the moment, “First of all, happy Easter. This is amazing for you to be here during this very momentous occasion. I also like here to say that this is my first foray into the croffle industry. I was with them last night and I tasted the croffle for the first time and I was blown away.”
“Honestly speaking, I was blown away. I love sweets and when I had my first crunch of croffle, I was sold. I’m not saying this because it’s a brand from Malaysia. I’m a foodie. I’ve traveled many, many countries and I can say if you have a croffle today, you will never forget it and I want you to be coming back to get more. So, congratulations to you!”
He continued by emphasizing the deeper connection between the two countries, “Malaysia and the Philippines have very strong relations and part of it is actually interwoven in culture and food. Malaysians and Filipinos love eating. A good example is me. I love food and I’ve traveled across Philippines and Malaysia. I’m so happy today that Mr. Adam has brought a part of the Malaysian tradition to the Philippines.”
“I think what they have done today is not only create this connection between both countries, but at the same time also make the people of Philippines and Malaysia understand that through food, through culture, we can be a strong and society that binds together.”
A New Craving Begins
Chunk & Dunk’s arrival in the Philippines is both about introducing a new dessert and sharing an experience shaped by persistence, high standards, and a genuine love for good food.
Rico Robles hosted the event:
From a single childhood memory to millions of croffles sold, the journey now continues with Filipino customers at the center of it.
If you’re curious what the hype is about, there’s only one way to find out.
Visit the Chunk & Dunk kiosk at the 3rd Floor of Eastwood Mall in Quezon City. For updates, don’t forget to follow Chunk & Dunk on their social media platforms to stay updated on flavors, promos, and what’s coming next.
