01/03/2026

ON SUNDAY March 1, 2026 VI theSunday Special

Collector of happy things BY HANNEF ESQUANDER DER

On collaborative projects, Snackfood collaborated with Hitomi Gamaguchi on a pop-up titled ‘365 Days of Clutch’. Each clutch made by Gamaguchi tells its own story, celebrating every day as an opportunity for connection. The new pantry in the store con tains pickles, organic local sauces, kombucha and imported non alcoholic drinks from small craft chefs. Chong believes On collaborati Snackfood collab Hitomi Gamag pop-up titled ‘3 Clutch’. Each c by Gamaguchi story, celebra day as an op for connectio pantry in th tains pickl local sauces and impo alcoholic d small craf Chon that sustainability is a matter of re sponsibility, not marketing. She tries to focus on small, consistent actions, like reducing or avoiding plastic that sus is a ma sponsi marke tries t small acti red avoi in in bu a g a in packag ing, reusing bubble wrap and keeping gift boxes and paper bags free of heavy printing or adhesives. “In managing inven

B ACK in the day, people used to collect things like stamps, old coins and polished rocks. These are little treasures that felt like they held stories. Later, it shifted to Beanie Babies, trading cards and Happy Meal toys. And today? We have HQWHUHG WKH HUD RI EOLQG ER[ ¿JXULQHV where half the fun is the anticipation and thrill of not knowing what is inside. Collectables are fun, but local concept store Snackfood prefers to lean toward intentional objects rather than impulse buys. The goal is for each item discovery to feel thoughtful, not driven by the pressure to collect. The owner, Adeline Chong, be lieves that the joy of discovery is not about accumulation. It is all about connection. “At Snackfood, our vision has always centred on ‘discovery’. We believe in enjoying small things for longer, slowing GRZQ ORRNLQJ PRUH FORVHO\ DQG ¿QGLQJ delight in the unexpected. Our products and merchandising are deliberately cu rated to match the mood, environment and season of each space, allowing every visit to feel distinct and narrative-driven,” Chong explained. Chong’s background is in advertising and art history. She previously worked in WKHDWUH DQG ¿OP SURGXFWLRQ DV ZHOO DV DW an art gallery in Minneapolis, USA, before pursuing a career in advertising with a Japanese global company. She enjoys history and listening to her grandmother’s stories. These sparked her interest in old things. After leav ing her corporate job, she spent a lot of time wandering the back lanes of flea markets and old neighbourhoods like Pudu, Petaling Street and Petaling Jaya Old Town. That world opens up to old stock stationery and unwanted ‘tchotchke’ souvenirs tucked away on dusty shelves. Collecting opens up conversations with strangers and brings her to small towns across Malaysia and later to Paris, Berlin, Japan and China.

Snackfood’s vision has always

centred on discovery.”

Chong

tory, we produce just enough to meet demand, avoiding overproduction and the need for deep discounts. We do not run a cycle of sale events either, as they promote unnecessary consumption. We try to work with partners who share the same mindset,” said Chong. Supporting local and artisan products is more than a purchase. It is a way to value craft, story and intention. Every handmade object carries the maker’s care and personality. Choosing these items means helping sustain creativity and skill in the community. It does not have to be a big gesture. Start small by noticing the stories behind each purchase, choosing items that feel meaningful and taking the time to care for them. Embracing thoughtful, intentional consumption supports makers without feeding the culture of mass production or unnecessary accumulation. adh “In manag tory, we produce just enou demand, avoiding overprod the need for deep discounts. run a cycle of sale events eith

“The temporary closure for Snackfood during the pandemic gave us time to re calibrate. Today, we feel ready to own our narratives and create our own product. We are also becoming a family-driven concept store where it is a safe and gentle space for families and children to explore,” Chong recalled. Snackfood flagship is tucked inside a residential building courtyard, sur rounded by green trees and garden crea tures. This sense of hiddenness invites curiosity. Inside, the signature store scent and music playlist encourage custom ers to wander and let their minds slow down. This atmosphere creates a sensorial shopping experience that e-commerce cannot replicate. The calm and comfort able environment also supports more intentional purchasing; customers buy less but buy better. As for Snackfood’s outpost called The Holiday Shop, it sits conveniently in a hotel lobby in downtown Kuala Lumpur. At just 200 square feet, it operates like a refined compact version of its flag ship, almost like ‘Snackfood Express’. The design philosophy centres on clean, clear product presentation that makes GLVFRYHU\ H̆ RUWOHVV 1RWKLQJ IHHOV KLGGHQ This approach allows customers to quickly scan, connect and make intuitive choices. It is ideal for travellers who are curious but time-sensitive. In the shop today, there is an eclectic range of products from art to fashion, food, findings, home decor and books WKDW FRPELQH LGHDV IURP GL̆ HUHQW SODFHV and styles. The key selections that Chong is most proud of are the books that she curates for kids, the collaborative proj ects with artists and the newly launched seasonal pantry.

Mindful consumption begins with small, intentional choices that value craftsmanship over excess.

“I started collecting ever since I was a kid. I had a library full of Enid Blyton’s books, boxes of stickers and a family of soft toys. I also remember archiving them, labelling them with names, ID and a narrative to each toy. Those were happy times and today we hold on to joy strongly, hence the tagline of Snackfood ‘Collector of Happy Things’,” said Chong. Snackfood started as a vintage collect able store. The store carried an eclectic range of items, from vintage suitcases to old Russian and Chinese military badges. In between were rare books and cinema posters, toys, record players and ‘tacky’ souvenirs from people’s vacations and events. They were considered ‘dust col lectors’ back in 2009 when they first started. As demand grew, Snackfood expanded its inventory into modern lifestyle categories such as scent, art, fashion and independent publications. Promoting local artisanal food became a natural extension.

T üãϰ>Ģēÿß¾ũϰ€üĢĻϰÿłϰ€ě¾ÙĐöĢĢßϞłϰżľłŊϰ outpost, showcasing a selection of lifestyle products.

The joy of discovery is not about accumulation but connection.