Three decades of Soul: SOULed OUT Marks 30 Years with Wonderfest

From humble beginnings in Mont Kiara to becoming a household name across Malaysia, SOULed OUT celebrates three vibrant decades with a one-day festival that blends music, food, and community spirit in unforgettable style.

When SOULed OUT first opened its doors in 1996, it was little more than a gamble. Founder Fred Choo, spotting a vacant restaurant space during a morning jog, had no F&B background and only a vision: to create a place where people came for more than a meal. He wanted community, connection, and nights to remember. What began as a small neighbourhood café quickly grew into a hub where strangers became friends, mojitos became a signature, and food was always served with a side of soul.

Thirty years later, SOULed OUT has become a true Malaysian institution. With nine outlets now operating under the SOULed OUT, WIP, and NOA brands, its staying power in a notoriously competitive industry speaks volumes. Over 10 million guests have passed through its doors, and the spirit that defined the very first outlet still holds strong.

Reflecting on the milestone, Choo said, “When we first opened, we weren’t just starting a restaurant. We wanted people to feel like they belonged, whether it was for a quick lunch or a night of laughter and music. Thirty years on, I think we’ve done that – and we’ve done it with heart. This celebration is for everyone who has ever walked through our doors.”

A FESTIVAL LIKE NO OTHER

To mark the 30th anniversary, SOULed OUT will host Wonderfest on September 27, 2025, transforming its Hartamas flagship into an all-day celebration of food, drink, and music. The venue will be filled with food stations, themed bars, and a show-stopping Mojito Bar offering 30 unique flavours in honour of the milestone year. Leading the festivities is Pearly, a larger-than-life mascot named for the traditional pearl gift of a 30th anniversary, who will embody the joy and inclusivity that have always been at the heart of the brand.

No SOULed OUT celebration would be complete without music, and Wonderfest promises a lineup worthy of its legacy. Malaysian icon Dato’ Zainal Abidin headlines a programme featuring Junji Delfino, Dasha Logan, Pop n Bop, Jordan Rivers, Samantha De Lune, and Izen Kong. The night will crescendo with a 17-piece SOULed OUT Big Band, ensuring the rhythm and energy never stop.

From dawn until midnight, the festival will roll through a packed programme. A Coffee Rave in the morning will get bodies moving, while families can enjoy activities and entertainment throughout the day before the tempo rises in the evening. True to SOULed OUT’s ethos, there will be something for everyone – foodies, music lovers, families, and partygoers alike.

GIVING BACK WITH HEART AND SOUL

At the centre of the festivities is a reminder of what has sustained SOULed OUT for three decades: community. The Heart & SOUL initiative will channel 20% of proceeds from Wonderfest to three Malaysian charities – Hospis Malaysia, The Lost Food Project, and the Dignity for Children Foundation. Through these partnerships, the anniversary becomes more than just a party. It is also a way to give back, supporting palliative care, tackling food waste, and empowering children through education.

Guests can already get involved by purchasing food and drink coupon booklets, available at all SOULed OUT outlets in denominations of RM50 and RM100. These can be redeemed on the day, making it easy to dive straight into the festivities.

BUILDING A LEGACY

SOULed OUT has always been about more than what’s on the plate. Its eclectic menu of Asian, Western, and Indian dishes has drawn generations of Malaysians, but it is the sense of welcome and belonging that has kept them coming back. With accolades such as Malaysia’s Best All-Day Dining Restaurant and one of Malaysia’s 20 Best International Bars from the Hospitality Asia Platinum Awards, its reputation is well established. Yet at its heart, SOULed OUT remains a place where food, friendship, and fun converge – “as good as a hug,” as the brand likes to say.

As the countdown to Wonderfest continues, one thing is certain: SOULed OUT is not just celebrating three decades of success, it is celebrating the people who have made it possible. And if its past 30 years are anything to go by, the next 30 promise to be just as full of soul.