Meet Leni Kumalasari | Business Owner

We had the good fortune of connecting with Leni Kumalasari and we’ve shared our conversation below.

Hi Leni, can you walk us through the thought-process of starting your business?
Our thought process behind starting Simpang Asia was deeply rooted in our passion for Indonesian cuisine and our desire to share it with our community. We recognized a gap in the local market for authentic, high-quality Indonesian food that could resonate with both our cultural heritage and the diverse tastes of the area.

We wanted to create a warm and welcoming space where people could not only enjoy delicious meals but also learn about the rich culture and flavors of Indonesia. Our vision was to bring a taste of home to those who may be far away from it while introducing new experiences to those unfamiliar with our cuisine.

Together, we faced challenges like sourcing authentic ingredients and navigating the complexities of starting a restaurant. However, our dedication to quality and our commitment to providing an exceptional dining experience motivated us to push through any obstacles. We believed in the importance of community, and our goal was to create a gathering place where people could connect over food, share stories, and celebrate our culture.

Ultimately, we wanted Simpang Asia to be more than just a restaurant; we envisioned it as a vibrant hub that reflects our love for food and our desire to foster a sense of belonging for everyone who walks through our doors.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Our business is a family-owned Indonesian restaurant that started as a small grocery store right here in LA. Back then, we were just a place for the community to find authentic Indonesian ingredients, but with time, we evolved into a full-fledged restaurant offering a taste of Indonesian street food to Los Angeles. We’re proud to introduce people to flavors they might not otherwise experience—authentic dishes inspired by the streets and kitchens of Indonesia.

Getting here wasn’t easy. We’ve faced challenges at every step—learning how to hire and manage a team, handling customer feedback, navigating sales and tax issues. Every obstacle taught us something new, and we’ve grown stronger and more prepared along the way. Each hurdle helped us develop skills, resilience, and a deeper understanding of our business.

What sets us apart is our commitment to authenticity and community. This isn’t just a business to us; it’s a way to share a piece of home with LA. We want the world to know that we’re here to bring people together over great food, connect them to a new culture, and make Indonesian street food a beloved part of the LA dining scene.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting, I’d plan a mix of classic LA spots and local favorites! We’d start with the beautiful California beaches, from the iconic Santa Monica Beach to the chill vibes at Hermosa Beach. Since my husband and I love exploring flea markets, we’d definitely hit up a few for unique finds. Next up would be a day at the museums, followed by a hike up to the Hollywood Sign for those unforgettable views.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would definitely want to give a huge shoutout to our teams. Their hard work, dedication, and passion have been essential to getting us to where we are today. Each one of them has contributed to making our dream a reality, and I would not be here without their commitment and energy. They are more than just a team-they are the heart of the business.

I also want to thank our loyal customers, who have supported us every step of the way and believed in what we are doing. Their encouragement and trust have been essential in making our journey a success,

Website: https://www.simpangasia.com/

Instagram: https://www.instagram.com/simpangasia/?hl=en

Twitter: https://x.com/simpangasia

Facebook: https://www.facebook.com/simpangasia/

Yelp: https://www.yelp.com/biz/simpang-asia-los-angeles?uid=JISuvYXueD35OoMoNzqHxw&utm_campaign=www_business_share_popup&utm_medium=copy_link&utm_source=(direct)