Most wellness brands begin with a market gap; Nattome began with a personal reckoning. Before he became the founder championing natural digestive care in Malaysia, Jon Lai was simply a young professional trying to make sense of burning chest pains that interrupted his sleep and shadowed his days. He assumed it was stress, or something far more serious, until chance conversations led him to realise he had been living with acid reflux all along. The standard remedies were bitter, chalky and unpleasant, prompting a simple but transformative question: surely there must be a better way?
That question didn’t just spark curiosity; it became the start of a mission. As Jon began exploring natural solutions for himself, he realised how many Malaysians — even those in their twenties — were quietly navigating the same discomfort, often relying on quick fixes that masked symptoms rather than healing them. What began as one man’s search for relief soon evolved into a purpose: to create a natural, credible and genuinely enjoyable approach to digestive health. The discovery of natto extract at an international nutrition expo became the turning point, offering a clinically backed ingredient that delivered benefits without the polarising traits of the traditional Japanese dish.
From there, necessity turned into innovation. Jon’s shift from “patient” to “problem-solver” pushed him into research, reformulation and clinical validation, resulting in Nattome’s signature line of natural digestive solutions — a category-defining blend of science, accessibility and everyday practicality. His journey reflects more than entrepreneurial grit; it captures a new wave of wellness leadership in Southeast Asia — one that prioritises authenticity, consumer trust and long-term wellbeing. Today, as Nattome expands beyond online shelves into major pharmacies and regional markets, Jon’s story stands as proof that the most powerful brands often grow from lived experience, empathy, and the courage to challenge conventional health norms.
From Personal Struggle to Purpose
Many entrepreneurs build businesses around opportunities, but yours began with a personal challenge. Could you walk us through your early experiences with acid reflux and how it affected your daily life?
For a long time, I didn’t even know I was living with acid reflux. I thought the chest pain came from stress, or worse, something related to my heart. I had irregular eating habits, enjoyed the occasional drink, and assumed discomfort was just part of that lifestyle. It wasn’t until I met someone with the exact same symptoms, and learned it was reflux – that I finally understood what was happening.
The usual treatment was a chalky, bitter liquid. It also tasted very unbearable and bitter to me, and I almost puked from taking a solution that was supposed to fix my bloating – what an irony. I’ve never liked relying on long-term medication, so I started thinking: surely there’s a better way? Something natural, effective, and pleasant enough for people to stick with. That thought became the seed that grew into Nattome.
At what point did managing your own condition become something more — a mission to help others facing the same struggles?
The turning point came when I realised how common reflux was, and how many people, even those in their twenties, were quietly living with it. Most were relying on quick fixes that masked the symptoms but didn’t address the root cause. I thought: if I could find something natural that worked for me, why not help others find relief too? That’s when it stopped being just my personal struggle. It became a mission to make digestive health simple, natural, and accessible to everyone.
You’ve said before that Nattome was born from necessity. What did that shift from “patient” to “problem-solver” look like for you, emotionally and mentally?
As a patient, you’re reactive. You hope something will work, and you learn to tolerate the discomfort. But when I shifted into problem-solving mode, it was both liberating and humbling. I felt a responsibility to create something safe, natural, and effective – something I’d proudly give to my own family. That responsibility pushed me beyond trial and error, into proper research, clinical validation, and product development. It wasn’t about another supplement on a shelf; it was about building a real natural remedy for digestive health.
The Natto Revelation
Natto is a traditional Japanese food that’s often polarising and rarely associated with gut health here in Malaysia. What led you to explore natto extract as a potential solution?
The discovery happened at an international health and nutrition expo. I came across research on fermented soybean extract, the active compound behind natto. What stood out to me was the science – studies showing it could reduce inflammation, improve digestion, and support long-term digestive health naturally.
The best part? As an extract, it carried none of natto’s smell or sticky texture, only the health benefits. That meant we could take something clinically proven and transform it into a product Malaysians would actually enjoy consuming. That discovery became the foundation of Nattome.
What was the research and development process like in the early days? How did you move from personal experimentation to a commercially viable product?
The process started with a ready-to-drink liquid using fermented soy. It worked, but because fermentation continued in the bottle, the taste changed quickly, often turning sour with an unpleasant scent. But it wasn’t sustainable, and I knew customers wouldn’t accept inconsistency.
So we pivoted to a powder format: stable, convenient, and pleasant to consume. That became Nattome DR (Digestive Relief), a fast-acting natural solution for reflux and bloating. From there, we developed Nattome DH (Digestive Health), a daily drink to repair the stomach lining and strengthen long-term gut resilience. Every stage of R&D was guided by one principle: natural, tasty, and effective.
First Reactions and Early Believers
Jon Lai pictured with YB Syed Saddiq
How did friends, family or even others react when you first shared your idea of creating a supplement business based on natto?
At first, there was curiosity mixed with skepticism. Many couldn’t believe you could get fast relief from reflux or bloating without medicine, simply through food. Natto itself isn’t familiar to most Malaysians, and many imagined the strong smell or sticky texture. Once I explained that we use a purified extract with none of that – only the benefits – people became more open.
My family had already seen my ups and downs with previous ventures, so they understood the lessons I carried forward. They supported me wholeheartedly. The real turning point came when early customers tried Nattome, felt relief, and shared their stories. Nothing builds belief like genuine word of mouth.
Starting any business is tough, but starting a supplement brand comes with extra layers: from regulation to trust. What were some of the biggest hurdles you had to clear in the first year?
Regulation was the first challenge, making sure everything we claimed was backed by evidence and produced to the highest standards. But beyond compliance, the bigger hurdle was trust. We weren’t offering a pill; we were offering a food-based, natural remedy. Convincing people that something this simple could be effective required patience, sampling, and transparency.
We went the extra mile and invested six figures into a year-long clinical trial with 120 participants. It wasn’t easy, but proving that Nattome could truly support GERD made all the difference. Very few food-grade products go that far, but we knew credibility was essential.
Consumer education seems to be a huge part of what you do. How did you approach building awareness around GERD and gut health without overwhelming or scaring your audience?
We kept the message relatable. Instead of medical jargon, we talked about real-life situations: waking up at night with burning in your chest, or feeling bloated after a big meal. We framed Nattome not as a “cure” but as a daily partner for digestive health.
We also encouraged our customers to share their journeys on video. Those raw, real testimonials connected far more deeply than any polished campaign could. People saw themselves in those stories, and that’s how awareness grew naturally.
Were there moments when you doubted whether Malaysians would embrace a product like this, and what kept you going?
Definitely. In the beginning, sales were slow, and I wondered if the market was ready for a natural, food-based solution. But then came the stories: someone could finally enjoy dinner with their family again, another could finally sleep through the night. Those stories reminded me why I started. They gave me the conviction to keep going, even when numbers alone looked discouraging.
The Stories That Fuel the Mission
In a field like wellness, testimonials can mean more than numbers. What stories or feedback from your customers have stuck with you the most?
One customer told me she had avoided family dinners for years because of reflux. Every meal ended in discomfort. After taking Nattome for a few weeks, she could finally sit, eat, and laugh with her family again. For me, that’s the heart of what we do – giving people back the moments they’ve been missing.
Another customer shared how reflux kept him awake night after night, leaving him exhausted at work. After Nattome, he finally slept soundly and regained his focus. Knowing that something natural could give someone both health and confidence – that’s the kind of feedback that fuels everything we do.
From a business perspective, what milestones have made you pause and think, “We’re on the right track”?
One key moment was in 2022, when we held small offline gatherings with our customers. Hearing them share life-changing stories, about sleeping better, living better, and regaining confidence – reminded me that we weren’t just selling a product, we were making a real impact.
Another milestone was seeing Nattome on the shelves of CARiNG and BIG Pharmacy. That trust from established retailers meant we had crossed from being a niche online brand into something people could discover every day. And completing our clinical study gave us scientific credibility that no marketing campaign alone could achieve.
As a founder, how do you personally define success? Is it clinical results, market reach, or something more intangible?
For me, success is a balance of all three. Clinical results give us credibility. Market reach gives us sustainability. But the most meaningful part is impact – knowing we’ve improved someone’s quality of life in a lasting way.
When Nattome was purely online, I defined success as every single message from a customer saying “this worked for me.” Today, being in major pharmacies and preparing for FMCG distribution, success means making natural digestive care a normal part of daily wellness, just like coffee or milk. To me, success will be when a natural remedy for digestive health is no longer seen as a niche choice, but a normal, accessible part of everyday wellness across Southeast Asia
The Role of Nattome in Asia’s Wellness Shift
With GERD cases on the rise in Malaysia, and across Asia, where do you see Nattome playing a role in the broader wellness movement?
We see Nattome as the bridge between medical awareness and everyday prevention. Too many people only think about their digestive health when symptoms become unbearable, then rely on quick chemical fixes. We want to change that.
By making natural digestive care part of daily routines, people don’t just treat flare-ups, they prevent them. As GERD cases rise across Asia, I believe Nattome can show that natural remedies can be both credible and convenient, and that prevention is just as important as treatment.
Are there plans to expand the product line beyond acid reflux support, or will you stay focused on digestive health as your North Star?
Digestive health will always be our North Star, because it connects to everything – immunity, energy, even mental health. Within that space, we’ve already expanded. Nattome DR provides instant relief, Nattome DH supports daily digestive resilience, and Nattome Tribiotic strengthens the gut microbiome.
The goal is simple: whenever people think of natural digestive care, they think of Nattome. Whatever we create, it will always stay true to that promise: natural, science-backed, and pleasant to consume.
Finally, what’s your long-term vision for Nattome and what legacy do you hope to leave in the space of health and wellness?
When we started, Nattome was an online-only brand helping a small group of people willing to try something new. Today, we’re on pharmacy shelves nationwide. Tomorrow, our focus is Southeast Asia – making Nattome accessible to millions more.
My long-term vision is simple: for Nattome to be synonymous with natural digestive health. A brand people trust not because of advertising, but because it consistently works. For decades, big pharmaceutical companies have dominated health solutions. My hope is to show that the natural way, without side effects, can be just as effective, if not more. If we can do that, then we won’t just have built a company, we’ll have shifted habits and improved health outcomes for millions.
