Nando's ex-marketing head swims over to Sushi King

Halal fast food sushi restaurant Sushi King has appointed Elaine Chiew (pictured) as its new general manager for marketing, according to Chiew when A+M reached out. 

As the new general manager for marketing, Chiew will be responsible for developing Sushi King's brand and marketing strategies to improve brand equity and regain market share. 

The role oversees all aspects of marketing for Sushi King and Hoshino Coffee, said Chiew. 

Don't miss: Nando's MY head of marketing steps down after 15 years 

Currently, Sushi King has more than 120 outlets and Hoshino Coffee has five outlets throughout the country. Both Suhi King and Hoshino Coffee are under the restaurant division of Texchem Resources. 

Chiew's role will cover the Malaysia and Indonesia market, following the brand's expansion into Jakarta in 2024, added Chiew. 

She will report to acting managing director Fumihiko Konishi, chairman of Texchem Resources. 

"As a homegrown Malaysian Japanese brand, Sushi King has very authentic roots to its origins and is looking forward to build meaningful connection with our Malaysian customers," said Chiew in a conversation with A+M.

"It's an exciting opportunity for me and the marketing team to take on to further strengthen Sushi King's brand relevance and build brand love locally."

Prior to joining Sushi King, Chiew was head of marketing for Nando's Malaysia for 15 years. She left Nando's to "take on a bigger portfolio and to experience new challenges". 

During her stint at Nando's Malaysia, Chiew developed successful campaigns for the brand including "Recelebrate 2020" and "Nando's juiciest secret."

Chiew's past experiences also include being a marketing research executive at Marcus Evans. At Marcus Evans, she created awareness among potential customers of the existence of events through verbal communications and conducted research on various sources.

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