What legacy did you envision when you first created Soul Society Group?

Michele: An honest and credible one. We never dreamed big in terms of how many outlets or the need to go international. Our dream was to uphold our credibility and reputation of a brand that values integrity and goodness from the heart. We believe that if we are forthright with our principles and values on how we run our businesses, growth and sustainability are inevitable.

What family values would you want to preserve in the business moving forward? 

Brian: Leadership by example has always been the key driving factor.

Mark: Preserving Souled Out’s level of customer service and positive human interactions is important to me personally. If the people who work with us feel unhappy or under-appreciated, this transfers over to the customers.

What are the best and the most challenging parts about running a family business? 

Michele: Working with the family requires a special formulation. We need to trust one another and respect everyone’s roles. The support of being there for each other and having each other’s back is immeasurable. The adrenaline of conceptualising a brand and seeing it grow from nothing to what it is today is another high.

But it has its challenges. Everyone needs to maintain decorum and understand boundaries. We can’t take for granted our privileges and position in the company. Instead, we are expected to work and perform harder than the rest.

Brian: The best bit is of course, having the privilege to grow up with the business. I was seven when we opened the first SOULed OUT, so I had first hand views of the hard work, courage, strength and persistence my parents and our team have put into kickstarting this new and beautiful journey. However, in a family-run business, it is tough to separate between work and non-work times. The wise old adage of 'never taking your work home with you' does not apply. Very often we have to 'force' ourselves not to bring up work matters during Sunday dinners and leave it to be discussed in 12 hours' time.

Mark: With a family business, a lot of things have been set up already and you have more resources than your parents did when they first started. You’ll also be able to learn a lot from their experiences and mistakes, although it’s not always a bad thing to make a few of your own.

Navigating change and working with family members is always challenging. The phrase "That's how we have always done things’" comes up a lot and it takes a lot of time, effort and patience for any changes or impact to come into fruition. The most important thing is maintaining a transparent and steady level of communication, and understanding things from the other’s perspective from time to time.

Related: Maurice Hennessy On Cognac & Family Legacy

What's your vision for Soul Society Group in the coming years? 

Michele: That we continue to bring joy to a place our patrons can also call 'home'. That we continue to run the business with courage, passion and dignity. 

Brian: Having just navigated through some of the toughest times during the pandemic, I think our main focus is to steady the ship once again, to ensure that our reserves are restored to be ready for whatever is to come, and that our teams are strengthened to serve our customers. When that is more secured, I would possibly like to venture into expanding into different parts of the supply chain to diversify our Group’s current portfolio.

Mark: I would love to see the brand expand overseas and play a part in making Malaysian food more accessible on a global scale. After serving KL and the Malaysian market for over 26 years, that would be a great step forward! Besides that, coming up with new concepts that operate within the brand is always exciting, as I love to create things and combine different concepts into one: whether it is to integrate technology into something or to have more social activity F&B concepts.

Which is more important: preserving legacy or innovating for the future?

Michele: It will always be innovating for the future for me. By innovating for the future, we have a much higher chance of next level growth and sustainability.

Brian: I have always been a strong believer that the future is important, but we would not be where we are today without our past. As such, I would have to say aligning both our heritage and need for innovation is paramount in growth. 

Mark: Both! I believe visions of change can always include varying levels of continuity. Although your strategy and focus might evolve into something different, your identity and core values can remain the same and you will innovate by staying true to this.

What do you think about Hennessy's partnership with the Tropical Rainforest Conservation and Research Centre?

Brian: As an enthusiast of conservation and sustainability, I think the partnership between Hennessy and The Tropical Rainforest Conservation and Research Centre is a fantastic one. We only have one earth, and it is our responsibility to ensure that our future generations are able to enjoy it.

Mark: It's great to see an iconic brand like Hennessy stay true to its core values of celebrating life, cherishing legacy, encouraging deeper conversations about preservation and taking action today for the benefit of future generations.

What are your thoughts about Hennessy Paradis?

Michele: I fell in love on the first sip and didn't want to let go of my glass for the rest of the evening. The taste to the palate was full bodied, elegant and smooth as butter, in perfect balance. I love the tinge of sweetness, that handsome aroma that speaks volumes of its personality, one of strength and confidence. 

Brian: I thought the Hennessy Paradis had such a fine balance, rich and smooth. Definitely a drink to be shared amongst close friends—and in good company.

Mark: It's super smooth and goes down easily. I'm not much of a cognac drinker but I could definitely see myself drinking it for a nightcap or as an after-dinner drink with a group of close friends.

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