CONVERGENCE NOVEMBER - DECEMBER 2016

Inspiration
There is a particular building at
Kota Damansara, Selangor that
may look like any other regular building on the outside.
But, take one step inside and the aroma will hit no sooner
than you can spell 'chocolates'. The smell that we are referring
to? Cocoa beans. That often brown piece of heavenly goodness
we have all come to know as – chocolates.
Convergence snagged an exclusive interview with DR Group
Holdings Sdn Bhd Business Development Director, Dr Afendi
Dahlan, the man in charge of invoking happiness in the lives
of many people through his chocolate creations and for also
making a museum out of it.
So, why should you visit a chocolate museum?
"For the education, experience and enjoyable shopping
experience. The three Es," Afendi stressed.
The education is all about the origins of the cocoa beans, how
it has evolved from being a form of currency into being
complicated desserts in today's world, regions known for their
chocolates and profiles on famous chocolatiers while the
experience part revolves around live demonstrations of how
chocolates are made.
Afendi said in-house chefs conducted between 15 and 20
minute sessions daily in front of a live audience to which
tempering, moulding, cooling and sampling took place.
DR Group Holdings Sdn Bhd Chefs, Mohd Mu'az Md Sallehuddin
(right) and Muhammad Nizaz Ramly showing a batch of chocolates
made during a live demonstration held at the museum.
As for the enjoyable shopping experience, at the end of the
museum tour, there is a store that selling hundreds of
chocolate brands that will have you spoilt for choice at factory
outlet prices.
The museum, which opened on 16 January 2014, is a corporate
social responsibility (CSR) initiative by DR Group Holdings.
As such, entrance is free for all.
"We wanted to give the product, knowledge and in a nutshell...
everything from A to Z about chocolates," Afendi who has been
handling most of the operations since 2014 said.
He added that the museum was conceptualised to give back
to the society.
"Museums do not make money. They rely more on sponsors
as it is primarily an act of philanthropy."
However, Afendi said there was more in store for the museum
as expansion plans are underway.
He said the current museum would be expanded to include
more interactive displays while a larger version of the museum
which includes rides and other attractions would be
established in a touristy location.
He also said there are plans to offer short chocolate-making
courses which come complete with certificates that are
recognised and accredited by relevant authorities.
Afendi said this allowed students
to seek proper employment
in the chocolate industry
or even venture out on their
own by opening up a
chocolate store.
"However, since this has not
been done before here, we
were told that a curriculum
and learning modules would
be needed before we can
proceed further."
The museum also holds a yearly
Chocolate Sculpting Competition
to drive public engagement.
"This is the vision that we want... the dream for the museum
to grow as an entity. We not only want to be a museum, but
to be a one stop centre that teaches you further into how
chocolates are made and perhaps even transform you into
a chocolatier."
Afendi, together with his parents who were pioneers of the
company, also produces their own line of chocolates with raw
materials sourced from Belgium under the company. The
company has established several brands of chocolates which
include Fidani, Danson, Millton and Farell's that are exclusively
available at DR Group Holdings airport retail outlets.
The Chocolate Museum is located at:
Jalan Teknologi 3/5, Kota Damansara,
47810 Petaling Jaya, Selangor
Opening Hours : Mon – Sun between 10am and 5pm
Tel : +603-7490 4260
Website
: www.chocolatemuseum.my
Chocolate Museum Kota Damansara
Dr Afendi Dahlan
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