Lim Ai San On Tailoring Strategies To Build A Business

With a career shaped by depth rather than a straight line, Lim Ai San has built experience across a broad spectrum of industries. From serving in government to managing her family’s construction and property development business, the 42-year-old has moved confidently through the complexities of business management. Her most recent chapter, however, unfolds in the world of F&B.

In 2023, Lim brought the popular Korean rice bowl chain, Jangsajang Deopbap, to local shores with her two business partners, Dickson Tan and Desmond Kok. Now operating three outlets across the Klang Valley, the brand offers Malaysians a distinctive take on the classic Korean staple. Parallel to this venture is Meraki Dining. Initially conceived as an intimate private dining experience, the business evolved rapidly when its two chefs, Lai Chee Hung and Barath Kumar, were met with growing demand to establish a standalone restaurant. This led to the brand’s first brick-and-mortar restaurant, taking root among a row of shop lots in Petaling Jaya’s Section 17 neighbourhood.

Since then, Meraki Dining has expanded with a second outpost at The Campus in Ampang, while continuing to cater to brands and private events with elevated Malaysian fare that retains the soul of traditional cooking. Consider the Hokkien Udon, crowned with belacan-cured Angus beef, or the Kampung Wok Fry with okra, baby romaine, and crispy anchovies—dishes that reinterpret familiar Malaysian flavours through premium ingredients and distinctive terroirs.

“What makes Meraki Dining unique isn’t just the creative menu, food, and taste that’s innovative yet still familiar to the palate. The uniqueness of Meraki is simple: the chefs themselves. The chefs at Meraki are constantly creating, researching, experimenting, and prepping, not because they have to, but because they challenge each other to see how they can elevate a particular dish, turning it into a version with a contemporary flair while staying true to its roots—like our Chwee Kuih, which has been transformed into three unique variations.

“The vision for Meraki is to bring familiar, wholesome flavours to the community; to bring Malaysian heritage and the memory of home-cooked meals from all walks of life to the table; and to let the food speak for itself—giving diners a sense of belonging when they walk into the restaurant. It’s almost like having a meal at your grandmother’s. With this vision in mind, the long-term goal of the business is to make the food accessible and relatable to all, encouraging diners to return again and again.

“With Meraki, the strategy is quite unique because you have to find a comprehensive angle. We do private dining, we curate menus, and we focus on our community—so how do we shape a pitch from that?

“Every F&B business is unique in its own way, and Meraki is no different. Here, the chefs define the story of the business, but where I come in is positioning Meraki for opportunities—such as serving canapés at private events. The challenge was that there wasn’t a proper system for curating the visuals of the canapés. So, I’m the one who tells the chefs, ‘Look, we need to start the R&D now. We need to decide how they will look and how we’ll photograph them. Can we make them vegan? Vegetarian? Do we have alternatives?’ My role is about anticipating what our clients want and ensuring we deliver.

“One example was with The Ordinary. It was very unique—the client wanted options that were gluten-free and vegan-friendly, and we had to develop concepts we could realistically produce in sufficient quantities for a full-day event. So, I served as an intermediary between the chefs and the client, which required a lot of coordination while still giving the ‘artists’ the space to be creative.

“Meraki’s plan for the future is to stay true to our values. What the chefs truly want is to serve food from the heart. That’s why they chose the name Meraki—a Greek word that means doing something with passion, devotion, and creativity. For Meraki Dining and the people behind it, the core is simple: it’s about heart, about bringing people together, and seeing them enjoy our food. That’s what keeps the team energised and steadfast for years to come.”

To make a reservation at Meraki Dining, visit the website. 

Photography by Anna Rina

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