Wagyu More has carved out a distinctive place in Malaysia’s competitive dining landscape, bringing the Japanese-inspired hotpot buffet concept to local tables with a balance of premium wagyu cuts, variety, and affordability. At the helm is Valerie Choo, managing director of Simply Awesome Sdn Bhd, who first encountered the brand in Hong Kong before introducing it to Malaysia.
Under her leadership, Wagyu More has grown from its flagship outlet at The Gardens Mall to Sunway Pyramid, earning recognition as one of News Hub Asia’s Top 10 for Best Wagyu in Malaysia.
In this conversation with News Hub Asia (NHA), Valerie shares her vision for making premium dining accessible, the role of innovation in menu design, and how restaurants like Wagyu More can contribute to Malaysia’s broader hospitality and tourism appeal across the region.
Valerie Choo (centre, right), managing director of Simply Awesome Sdn Bhd, receives the NHA Top 10 Award for the “Best Wagyu in Malaysia” category from NHA co-founder, Somaya Ong (centre, left), at the Wagyu More outlet in The Gardens Mall, Kuala Lumpur, Malaysia. 22 September 2025 | Photo by Ruzanna Muhammad / News Hub Asia
NHA: What inspired you to bring Wagyu More to Malaysia, and what motivates you to build it into an iconic dining destination here?
Valerie: When I first experienced Wagyu More in Hong Kong, I was impressed by how the brand combined premium wagyu with an approachable, convivial hotpot experience. I recognised a gap in the Malaysian market for a concept that could deliver quality, variety, and value within a single offering.
My vision is to make premium dining an accessible indulgence for Malaysians, making Wagyu More a place where guests feel comfortable and excited to bring family, friends, and colleagues, all while maintaining an affordable price point.
NHA: Let’s begin with your vision. As the driving force behind Wagyu More in Malaysia, what sparked your passion for this concept, and what continues to motivate you in such a competitive industry?
Valerie: My passion stems from my belief that food is one of the purest ways to connect people. Hotpot, especially, is a communal experience – it’s about sharing, interacting, and enjoying good company. In a competitive industry, my motivation comes from seeing customers leave happy and hearing them say they’ll come back. It’s that human connection that fuels me to keep raising the bar.
NHA: Wagyu More has made a name for itself in a short time. What would you say are the unique features that set the restaurant apart from others in the hotpot scene?
Valerie: We focus on three pillars: quality, variety, and experience. Our meat selection is carefully sourced from different countries to ensure consistent quality, our soups selection caters to diverse palates, and our buffet spread includes over 40 items, from quality meat to variety of vegetables and seasonal hot dishes. On top of that, we train our team to anticipate guest needs so that every visit feels effortless and enjoyable.
With a good selection of wagyu and other meats including Black Angus, Wagyu More is an excellent option for a celebration or a weekend excursion. | Photo by Wagyu More / NHA File Photo
NHA: From premium cuts to customer experience, what’s the secret sauce behind your popularity?
Valerie: It’s about delivering more than expected. Yes, people might come for the buffet offerings, but they return because of the warmth of service, the freshness of the ingredients, and the small touches – like seasonal menus or special promotions – that keep things interesting.
NHA: Menu innovation is key in F&B. How do your customers typically respond to changes in the menu, and how do you keep things fresh and exciting, especially for your loyal regulars?
Valerie: Aside from our signature offerings, our regulars also look forward to our seasonal offerings. They enjoy discovering new broth flavours or latest items, and it sparks repeat visits. We balance innovation with familiarity – keeping crowd favourites while introducing fresh ideas to surprise them.
NHA: Do you experiment based on feedback, or do you take a more seasonal or trend-based approach?
Valerie: Both. Customer feedback is invaluable because it tells us what’s working and what needs tweaking. At the same time, we pay close attention to dining trends, whether it’s healthier options, seasonal ingredients, or unique meat cuts, so we can adapt without losing our identity.
NHA: After launching your first outlet in The Gardens and now expanding to Sunway, what’s next on the horizon for Wagyu More?
Valerie: Our goal is steady, sustainable growth. We want each outlet to uphold the same quality and experience, so expansion will be strategic. We are currently studying locations that have strong demand for premium hotpot, and we’re also exploring different formats, including possibly a more boutique or specialised concept.
NHA: Can you share any plans for future expansion or new concepts you’re exploring?
Valerie: While I can’t share specifics yet, we are considering other high-traffic areas and looking at ways to enhance the dining experience, perhaps through curated tasting menus or exclusive events. We believe in evolving with the market while staying true to our core.
NHA: Many people choose Wagyu More as a venue for celebrations and special occasions. Why do you think your restaurant resonates with this crowd, and does your team ever play a part in making those moments extra memorable?
Hotpot is naturally social, and when you pair it with premium meats and a generous buffet spread, it creates the perfect atmosphere for celebrations. Many of our guests choose us for family gatherings because we offer special birthday promotions, as well as senior and children pricing, making it inclusive for all ages. Our team is always happy to sing a birthday song to add to the celebration mood. We also encourage advance reservations so we can secure tables and ensure a smooth, enjoyable experience for every celebration.
NHA: Any heartwarming stories you’d like to share?
Valerie: One story that has stayed with me is about a lovely couple in their 70s. The husband is in a wheelchair, and his wife always accompanies him for their meals at Wagyu More @ The Gardens Mall. Whenever they visited, my team would reserve the usual table for them and personally help the wife seat her husband. She was always so warm and kind, while he was a man of few words.
There was a period when they didn’t come for quite some time, and I wondered how they were doing. Then one day, they returned, and the wife shared that her husband had been hospitalised for several weeks. The very day he was discharged, he asked to come to Wagyu More because he missed the place.
Moments like these remind me that we’re not just running a restaurant, we’re creating a space where people feel at home, and I’m grateful that we have become part of their story.
NHA: Let’s talk about the star of the show Wagyu. What can customers expect in terms of quality, sourcing, and variety when it comes to your high-end cuts?
Valerie: We source from reputable suppliers who meet strict standards for marbling, flavor, and freshness, and we work closely with them to ensure consistent quality. Our team conducts careful quality checks, selecting only the best cuts from each region to meet our standards. Customers can expect a selection that ranges from premium imported beef to Japanese A5 Wagyu, depending on the menu tier – each chosen to deliver the ideal balance of tenderness, flavour, and indulgence.
With some top-quality wagyu on offer, be sure to book in advance on weekends, and during peak times on weekdays. | Photo by Wagyu More / NHA File Photo
NHA: How do you balance accessibility with exclusivity when offering premium selections?
Valerie: It’s about offering options. We have buffet tiers so guests can choose based on their preference and budget. Even our most affordable tier includes quality meats, while our premium selections allow guests to upgrade for a more indulgent experience.
NHA: As a leader in the F&B industry, do you think there’s a need for more creative promotions or culinary initiatives to attract both local diners and international visitors to Malaysia?
Valerie: Absolutely. The Malaysian dining scene is vibrant, but we can always push boundaries – whether through collaborations, seasonal festivals, or pairing food with cultural experiences. This not only attracts tourists but also gives locals fresh reasons to dine out. For example, we’ve introduced seasonal soups previously such as Tom Yum during the Songkran season, and Curry Laksa to celebrate Malaysia’s festive month, adding a fun, cultural twist to the hotpot experience.
NHA: In your view, how can restaurants like Wagyu More contribute to the broader tourism and hospitality landscape?
Valerie: I believe restaurants like us Wagyu More can quietly play a role as ambassadors for Malaysian hospitality. By focusing on consistent quality, genuine warmth in service, and offering a distinctive dining experience, we can leave a positive impression that stays with our guests. In our own small way, we hope to contribute to Malaysia’s reputation as a must-visit food destination. Every satisfied guest becomes a word-of-mouth promoter for the country.
NHA: Thanks, Valerie.
As Wagyu More continues to expand its footprint in Malaysia, Valerie Choo remains focused on delivering more than just a meal – she is intent on cultivating an experience that blends quality, inclusivity, and warmth. From sourcing premium wagyu to innovating with seasonal broths, her vision underscores the idea that great dining should be both memorable and accessible.
In doing so, Wagyu More not only strengthens Malaysia’s vibrant food culture but also contributes to positioning the country as a must-visit destination for regional and international diners alike