How Datin Sri Joanne Yew Turned Her Love For Food Into Yakiniku Great

Life is fluid and nothing is ever truly definite—much like Datin Sri Joanne Yew’s foray into the F&B business. A former beauty pageant queen and actress, Yew describes herself as someone who “goes with the flow”, seizing opportunities as they arise and committing to them wholeheartedly. Her decision to franchise Yakiniku Great was intuitive yet intentional, sparked by a gap she identified in the Malaysian market for high-quality yakiniku omakase. “My husband (Dato’ Sri Lee Hock Seng) has always been very supportive. I’ve had yakiniku many times before, so, on a trip overseas, I brought him along to experience it for the first time,” Yew recalls. “That’s when I thought perhaps this business could work in Malaysia. Why not give it a try?”

Fast forward to 2026 and Yew now oversees two Yakiniku Great branches: the first opened at The Republik Damansara Heights in 2021, and the second on the third floor of Wolo Kuala Lumpur in 2023. Opening her first branch at the tail end of the pandemic was both daunting and fortuitous. “It was definitely risky, but it also turned out to be the right time,” she says. Interest in her Japanese concept quickly grew as diners flocked to experience it while international travel was limited. “The response was overwhelming. All bookings were fully taken and diners had to reserve a week in advance. People were even asking if I could open another one,” she adds—a reaction that exceeded her expectations.

“Food has always been more than just sustenance for me. I see it as a language of connection. Growing up, I watched how people carefully prepared meals and how food could bring people together, soften difficult conversations, and create moments of warmth. That really touched me, because I think there’s something special about sharing good food with close friends and loved ones. When something is truly delicious, I notice it immediately. So, entering the F&B industry felt natural because it allowed me to combine my creativity—which I developed during my time in entertainment—with hospitality and human connection.

“We’re not just running a restaurant; we’re creating something rooted in the traditions and spirit of our Japanese partners. We focus on quality, authenticity, and consistency. Our food speaks for itself. Before we launched, a team of Japanese and Hong Kong professionals trained our staff, and they return monthly to conduct quality checks, ensuring everything is done correctly and tastes as it should.

“The most challenging part of building this business was staying true to our standards amid uncertainty. We were pioneers of this style of omakase yakiniku in Malaysia, bringing it directly from Japan. Over time, the market has become more crowded, with many new yakiniku restaurants opening. But I’ve learnt that having competitors are good motivators because if you’re the only one in the market, there’s no drive to innovate.

“One of the most emotional moments for me was seeing guests return—not just once, but again and again. When customers come back and even remember our staff by name, it means so much. In those moments, I realised we had created something more than just a restaurant. It’s not simply ‘hello, eat, goodbye.’ We’ve built a sense of community here.

“I would recommend diners try our Great Omakase, which features 14 courses in total, because it really showcases the full experience of what we offer. But my personal favourite has to be the Chef Kimurayaki from our Special Rare Cuts. I used to come here twice a week so my staff already know exactly what I like. Sometimes, I’ll even add on more if I’m still craving something.

“The most important lesson I’ve learnt is resilience. Being a good leader isn’t just about how successful you appear on the outside—it’s about how you handle challenges during difficult times. It’s about managing your emotions, guiding your team with clarity, and giving them the space to grow. People often see a successful restaurant and think, ‘Wow, the boss is doing very well.’ But there’s so much that happens behind the scenes that the public doesn’t see. Those unseen parts are actually more valuable than the visible success.

“The first question I would ask is: what is your perspective? Are you entering F&B because you truly love it, or simply because you want to make money? The intention matters. If you go in thinking it’s going to be a fairy tale, you may be disappointed. If your mindset is purely about earning money, I think that’s already the wrong starting point. You need to put in the effort and the heart first. Experience helps, but even if you don’t have it, you can learn along the way. What’s important is focusing on doing things properly: making sure your food is good, your service is good, and your foundation is strong.”

Yakiniku Great

Photography by Anna Rina

This story is part of Robb Report Malaysia’s special series on Women in F&B.