Brick-Mortar-Cloud Podcast
S1 Ep.11:
How Sebastian Ang, Founder of Mama Diam and Synthesis Bar Redefines F&B Experiences in Singapore

Founded by Sebastian Ang, the visionary behind this cultural revival, Mamadiam seamlessly blends nostalgia with innovation. Inspired by his childhood memories of visiting Mama Diams, Sebastian embarked on a journey to reimagine these iconic stores as a modern yet deeply rooted dining experience.

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Host Introduction

Q: What is the focus of the Brick Mortar Cloud podcast?
A: The podcast explores inspiring scaling stories in the F&B and retail industries. Produced by StaffAny, it is hosted by Jansen, a co-founder of StaffAny, who dives deep into the challenges and successes of business leaders.

Guest Introduction

Q: Who is the guest in this episode, and what is his role?
A: Sebastian Ang, the entrepreneur behind Mama Diam, Synthesis, and Lou Shang, joins the show. He is a passionate leader known for his innovative concepts in the F&B industry.

Q: What makes Sebastian’s story unique?
A: Despite losing his job during the COVID-19 pandemic, Sebastian turned his passion for food and resilience into creating unique dining experiences that celebrate nostalgia and wellness.

Early Beginnings

Q: What was Sebastian’s career before F&B?
A: Sebastian worked in the events industry until the COVID-19 pandemic disrupted his career in 2021.

Q: What motivated him to start his first business?
A: After losing his job, he decided to use his savings to explore his passion for cooking and started his first venture, A Sticky Situation.

Q: What challenges did his first business face?
A: The business struggled during heightened COVID restrictions and eventually closed, teaching Sebastian valuable lessons for his next ventures.

Mama Diam’s Success

Q: What is Mama Diam?
A: Mama Diam is a speakeasy bar and restaurant located at Prinsep Street. It blends Singapore’s nostalgic culture with unique dining experiences.

Q: How did Sebastian create Mama Diam on a budget?
A: He minimized costs by sourcing secondhand furniture, designing QR code menus, and focusing on delivering an exceptional customer experience.

Q: What makes Mama Diam unique?
A: Beyond the nostalgic concept, patrons are treated to interactive elements like local souvenirs and childhood games, making it a memorable experience for tourists and locals alike.

Synthesis and Lou Shang

Q: What inspired Synthesis?
A: Synthesis is a wellness-themed restaurant and bar inspired by traditional Chinese medicine. Its menu features herb-infused dishes and cocktails based on the five elements: wood, fire, water, earth, and metal.

Q: How does Synthesis cater to modern audiences?
A: By combining traditional TCM principles with contemporary dining, Synthesis appeals to health-conscious individuals and those seeking unique, immersive experiences.

Q: What is Lou Shang’s concept?
A: Lou Shang, meaning “upstairs” in Mandarin, is a café by day and bar by night, designed to evoke the charm of an old-school mamak shop while offering a modern twist.

Leadership and Growth

Q: What challenges does Sebastian face as a leader?
A: Managing a team of 50 without a dedicated HR team has been a significant challenge, prompting Sebastian to implement tools like StaffAny to streamline operations.

Q: How does he foster a positive work environment?
A: By understanding his team’s needs, setting clear KPIs, and aligning them with rewards to motivate and retain employees.

Q: How does Sebastian approach team building?
A: He emphasizes the importance of hiring the right people, creating opportunities for growth, and fostering a culture of accountability and mutual respect.

Future Plans

Q: What are Sebastian’s upcoming projects?
A: He plans to launch a chain of modern herbal drink bars that reimagine traditional beverages in trendy and accessible ways.

Q: What is his long-term vision for the business?
A: To establish his concepts as must-visit destinations in Singapore while expanding internationally, bringing his unique blend of nostalgia and wellness to a global audience.

Final Advice

Q: What advice does Sebastian have for aspiring F&B entrepreneurs?
A: “Just do it.” Don’t overthink; take the leap and learn from the journey.

Q: How does he advise handling challenges in F&B?
A: Embrace failures as learning opportunities, stay resilient, and focus on delivering value to your customers.

Rapid Fire Questions

Q: Who inspires Sebastian in his work?
A: His mentors and the unique concepts of other F&B brands.

Q: What’s his favorite dish at his restaurants?
A: The power fun at Synthesis and the local-inspired cocktails at Mama Diam and Lou Shang.

Q: Is Sebastian open to mentoring aspiring entrepreneurs?
A: Yes, he’s happy to share his experiences through informal chats and advice sessions.

Closing Remarks

Q: What final message does Sebastian have for listeners?
A: F&B is challenging but incredibly fulfilling for those with a passion for food and people. If you’re considering it, take the leap! And remember, the key to success lies in perseverance and constantly adapting to change.

, How Sebastian Ang, Founder of Mama Diam and Synthesis Bar Redefines F&B Experiences in Singapore

Mama Diam [noun]: A nostalgic nod to Singapore’s 1980s and ’90s convenience stores often found under HDB blocks.

Mamadiam is a speakeasy bar that reimagines the classic Mama Diam, blending tradition with modern flair. Step into a nostalgic journey celebrating Singapore’s cultural heritage with a menu that reinvents local favorites. Highlights include the signature Chilli Crab Soft Shell Crab Bao, Chicken Curry Kueh Pai Tee, Hainanese Pork Chop, and unique local cocktail flavors.

With its old-school-inspired outdoor area featuring HDB stools, vintage knick-knacks, and traditional snacks, Mamadiam offers a rustic charm that transports you back in time.

Check out our other episodes too!

Season 1 Episode 8: Unleashing F&B Creativity with The Black Hole Group

The Black Hole Group’s story started from a hostel’s ground floor cafe, and has expanded into famous concepts like Tipo Pasts Bar, Working Title, and more. Watch as we get sucked into fascinating stories on how they started, and how they tide through Covid-19 as Sufi, Chief Product Officer talks to our CEO Janson Seah in our latest podcast.
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Season 1 Episode 1: The Nasi Lemak Ayam Taliwang Journey to 20+ Stores

Chief Bapak Officer Noorman Mubarak, founder of Nasi Lemak Ayam Taliwang, joins our CEO, Janson, on our inaugural Brick-Mortar-Cloud podcast episode and shares his inspiring origin story and insights into the world of F&B in Singapore.
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