How a Family Trip to Italy Inspired This 24yo to Launch littlelane—M’sia’s Go-To Online Store for Italian Ingredients

If you’ve ever found yourself in that situation, look no further—littlelane might just be the answer to your culinary prayers when it comes to Italian cuisine.

A family trip that started it all

Back in 2022, Javen Chong took a trip to the Amalfi Coast with his parents. What started as a simple family vacation unexpectedly became the spark for a business idea—one that would bring directly imported Italian goods to Malaysia.

According to the 24-year-old entrepreneur, it all began with a pasta dish called Frutti di Mare (roughly translated to “fruits of the sea”), served arrabbiata-style.

“While it tasted amazing, I wasn’t super impressed by the clams, squid, and mussels—Malaysian seafood is just as good. But the tomatoes they were stewed in? That was something else entirely,” he said.

To his surprise, those rich, flavorful tomatoes weren’t fresh—they were canned San Marzano peeled tomatoes. That discovery was the moment Javen knew he had to bring that Italian experience home.

How littlelane got its name

At first glance, the name littlelane might not hint at its Italian roots. But according to Javen, it has a charming backstory from that same trip.

“It’s actually a funny story. When we were planning our itinerary, we realised walking around the Amalfi Coast wasn’t practical, so we rented a car. Within five minutes, we’d already scratched the side mirrors—those little lanes were everywhere! And just like that, the name stuck.”

On January 11, 2025, littlelane was officially born. Founded by Javen and his mother, the business now operates with a small but passionate team of three.

When asked why he chose to focus solely on Italian products, Javen explained that he values intentionality—in life and in business. Rather than being a jack-of-all-trades, he wanted littlelane to master one.

“I’ve always had a strong affinity for Italian food. It was my go-to meal while studying and something I loved cooking for my family. Plus, Italian cuisine is already well-loved—there’s very little barrier to introducing it.”

Currently, littlelane operates exclusively online through its website. Customers can shop for authentic Italian products like the iconic canned tomatoes, extra virgin olive oil, pasta, and both ground and capsule coffee.

While the idea of a physical store is exciting, Javen said the current focus is on building brand awareness, growing their customer base, and nurturing a community of Italian food lovers. That said, a brick-and-mortar store isn’t off the table for the future.

littlelane prides itself on selling directly imported goods from Italy—no middlemen involved. This not only ensures authenticity and competitive pricing but also presents its own set of challenges.

Javen explained that they work directly with brands and manufacturers, eliminating any chance of counterfeit products.

“Since Italian products aren’t widely available in Malaysia, many brands are eager to enter our market. We build relationships from the ground up, which helps us maintain quality and authenticity.”

On the logistics side, Javen shared that before products can be shipped, brands must agree on pricing and minimum order quantities (MOQs).

“Once everything’s confirmed and the invoice is paid, the goods are sent to our consolidation warehouse in Italy. They’re then custom-wrapped into fumigated pallets and prepped for collection by our freight forwarder.”

The shipment travels by sea and takes about a month to reach Malaysia. After that, it must clear customs before arriving at their local warehouse—a process that can take up to 1.5 months in total.

“International logistics involve a lot of moving parts and people. Things can—and do—go wrong. But I’ve learned a lot from it. It’s easy to feel like everything is urgent and personal when things go off track. But I’ve realised the world doesn’t revolve around us. Delays aren’t always someone’s fault—it could be port congestion or something else entirely," he shared.

He added, “I’ve learned to balance empathy with accountability. To give people the benefit of the doubt, but also stand my ground when needed. Things rarely go 100% to plan, but it’s how you respond that matters.”

What’s next for littlelane

For now, Javen’s goal is to deepen their current product categories before expanding into new ones.

“Instead of jumping into cold cuts or cheeses, we’re doubling down on what we already offer. It’s tempting to branch out, but we believe in doing things with intention.”

He also shared that littlelane will continue focusing on the Malaysian market before exploring regional opportunities.