For Lovy and Rainey, dessert wasn’t just a treat—it became a shared obsession. Every Friday night for nearly two years, they would hop in the car, drive across town, and indulge in their weekly bingsu ritual.
What began as a way to satisfy a sweet craving quickly turned into a cherished tradition they looked forward to every week.
Then, in 2020, MCO made their favourite bingsu spot less accessible. That’s when it hit them: why were there so few good bingsu options in Kuala Lumpur? And why did all the ones available seem so similar?
This realisation led them to create Binq Dessert: a well-loved bingsu shop that now has four branches, serving up unique flavours that set them apart from the rest.
And this is their sweet, inspiring story.
Leaving Behind The Pharmacy Industry
Lovy’s journey didn’t begin in the dessert industry. For years, she worked as a Product Specialist in the pharmaceutical field, focusing on clinical data and working within the schizophrenia portfolio.
Though she found success, Lovy soon began feeling unfulfilled. “When I was studying pharmacy, I was always thinking I would work a 9-5 job, right?” she recalls. But over time, she realised she was craving something more—a creative venture she and her partner, Rainey, could truly call their own.
One late-night conversation with Rainey changed everything. Lovy voiced her decision to leave her stable career behind. “I don’t think I could do this forever,” she said.
This conversation marked the beginning of their shift toward entrepreneurship, steering them away from the security of pharmacy and into uncharted territory.
When Lovy shared her decision with her family, their reaction was mixed.
“Why would I leave my stable job from the pharmacy background to owning a business?” she recalls. Lovy reached out to others for advice, only to hear the harsh reality that 80% of businesses fail.
Though her family had doubts, they ultimately supported her once they understood the vision and saw the passion behind it. Their confidence gave Lovy and Rainey the final push to pursue their entrepreneurial dreams.
Turning A Dessert Obsession into Binq Dessert
For Lovy and Rainey, their love for desserts wasn’t something that emerged overnight. It had been a shared passion long before they even considered starting a business.
During the MCO period, as they continued their weekly bingsu ritual in the car, they couldn’t help but notice how much they were spending on each treat. They also began to spot gaps in the market—why were there so few unique, high-quality bingsu options in Kuala Lumpur, and why did so many of them feel the same?
This realisation sparked an idea in Lovy’s mind: why not make their own bingsu?
In January 2023, Lovy took the plunge and invested RM5,000 in her very first bingsu machine from Taobao. She started experimenting, refining flavours, adjusting textures, and perfecting her creations. With each batch, Lovy gained a deeper understanding of what made a great bingsu, and the flavours slowly evolved into something unique.
The early days of developing the product were daunting. The research and development phase was only done with a small group of friends and family. They didn’t know how well their creations would be received or if people would enjoy the flavours. But throughout this time, Rainey’s calm and supportive nature kept Lovy grounded. He was always there to reassure her, answering her doubts and helping her stay confident.
The turning point came when they started receiving consistent positive feedback from their small group of testers. As they improved the product based on feedback, the buzz around their creations began to grow organically. That momentum made them realise this could be something bigger.
And the rest, as they say, is history.
Focusing on Taste, Not Trends
What truly sets Binq Dessert apart is its commitment to product innovation and the meticulous process that goes into every flavour. Despite not having a background in F&B, Lovy has always taken her time when creating new menu items. She’s not interested in rushing trends or copying the competition. Instead, she focuses on perfecting flavours that stand out in a crowded market.
Developing a new flavour is never straightforward. Lovy shares that R&D is one of the toughest parts of the job, requiring extensive trial and error.
The process often takes 1 to 2 months to finalise a new flavour. This includes testing, adjusting, and researching to find the right balance and combination of ingredients. When testers mention something tastes off or seems missing, Lovy dives back into the kitchen to make adjustments, sometimes tweaking ratios, adding ingredients, or revisiting recipes altogether.
Flavours like Roasted Soybean Oolong, Kumquat Jasmine, and The Dark Knight are just a few examples of Binq Dessert’s commitment to originality. Each of these flavours underwent rigorous testing to ensure they delivered the right balance and complexity that would resonate with customers.
For Lovy, the hard work and attention to detail always pay off. When a flavour finally comes together after numerous revisions, it’s a rewarding moment because it’s all about the journey of perfecting something customers can enjoy over and over again.
By staying grounded in authenticity, Binq Dessert ensures that their menu remains focused, evolving with fresh ideas and unique combinations, always keeping customers excited for what’s next.
Running a Business as a Couple
Lovy and Rainey’s journey as business partners didn’t come without its challenges. While their shared passion for desserts brought them together, their early days at Binq Dessert were marked by a steep learning curve.
They quickly realised that they didn’t always see eye-to-eye on how to run the business. This lack of clarity in their roles caused friction and tension in both their professional and personal lives.
However, these early struggles led to an important realisation: they needed to define their roles and work within their strengths. Lovy, with her creative vision and drive, took charge of operations and R&D, focusing on developing new flavours and improving the menu. Rainey, on the other hand, focused on the strategic side of the business, planning for the future and handling the long-term direction.
Even with their complementary roles, balancing business and personal life wasn’t always smooth sailing. Rainey continues to work a full-time job in banking, which often keeps him busy and makes it hard for Lovy to reach him when issues arise at Binq Dessert.
As they continue to grow the business, Rainey plans to transition to working full-time at Binq Dessert, but only once the business reaches a point where it requires more hands-on attention.
In the meantime, Lovy and Rainey have honed a successful working dynamic. They now compartmentalise their roles and respect each other’s areas of expertise. While they consult on every decision, each partner has the final say in their respective domains, from operations to strategy.
Through trial and error, Lovy and Rainey have found a balance in their partnership. Their ability to departmentalise their roles while respecting each other’s contributions has allowed them to grow Binq Dessert into the successful venture it is today, all while keeping their personal relationship strong.
Want to hear more about their inspiring story? Watch the full Behind The Counter episode below.
