Behind The Idea Of 90D, A Dining Concept Malaysia Has Not Seen

90D has taken the internet by storm, flooding platforms with reviews and guests documenting their experiences. Over the course of 90 days, founders Kent Chua and William Lee pour everything into creating this limited-run dinner party, which is unlike anything Kuala Lumpur has ever seen. But lost in the hype is one question: how did this idea come to be?

“Losing a loved one changes how you see time,” Chua shares. “Life is short, and that’s exactly why it matters. Instead of being fixated with the end, we chose to celebrate.” Lee adds, “When you know something is temporary, you stop compromising. You stop designing for longevity and start designing for impact.”

Most people likely interpret the 90-day window as a full calendar season, but its meaning runs deeper. “Interestingly, the life expectancy of worker bees is around 90 days. Every day devoted to one purpose, total commitment, then done,” Chua explains. “That’s 90D. 90 days, one purpose, never again.”

To introduce this thrilling concept, the founders turn to two Malaysian talents: acclaimed light artist Jun Ong and chef Toraik Chua—whose culinary journey includes the three-Michelin-star Noma as well as Zén. “90D works when creative minds step slightly outside their comfort zone and start building something together that none of them would have made alone,” Lee says. Chua adds: “We needed them to show what Malaysia is capable of.”

In this dinner party, leave your expectations behind. “You’ve got to experience it with an open mind,” Toraik states. “Normally, there’s an outline when you design something, but with 90D, there is no line, no box, and no frame.” Some of the dishes are crafted to tease perception. K.F.C for example, looks like a familiar fried chicken but hides a secret within, while Token Vegan is a dish that is deliberately questionable and intended to be tasted by hand.

Alongside these creations, Ong’s Big Bang installation is a sight to behold. “The installation acts almost like an invisible ingredient in the dining experience,” he mentions. “Light shapes mood, perception, and awareness, which in turn affects how we experience taste and texture.”

As the evening goes on, each guest experiences the multi-sensory adventure uniquely. Perhaps some might detect the lights shifting colour with each dish, while others might catch reflections of the Big Bang resembling fireworks against the city skyline, like a private show to complement the meal. 90D is entirely open to interpretation.

“Success is when people leave feeling like they experienced something they didn’t quite expect from Kuala Lumpur,” Lee says. “We travel around the world chasing great dining experiences, but rarely stop to imagine that something equally compelling could be created here. 90D is our attempt to challenge that assumption.”

Although 90D is fleeting in presence, it will undoubtedly be lasting in memory.

90D runs from now until 2 August 2026. For reservations, click here.

For bookings of 10 guests and above, contact +012 711 1384 or email [email protected].