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University Graduates and Online Food Entrepreneurship in Brunei Darussalam
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Abstract:
This paper explores the experiences of degree graduates in Brunei who engaged in online food
entrepreneurship – an emerging yet understudied area in relation to youth unemployment in
the country. Through semi-structured interviews with 10 such entrepreneurs conducted in
2023-2024, this paper examines their motivations and challenges in choosing this career path.
Contrary to the assumption of unemployment as the primary driver, the findings reveal two
distinct cohorts – older (28-30 years old) and younger (25-27 years old) – that are differentially
motivated. While the older cohort is primarily driven by external pressures such as
unemployment, economic challenges and social pressures (i.e. necessity-driven), the younger
cohort is driven by intrinsic motivations such as their passion for entrepreneurship, with some
viewing this pursuit as a natural extension of their entrepreneurship education in university.
Nevertheless, for both cohorts familial support is crucial in shaping their decision-making
processes, sustaining their online food businesses, and assisting in the navigation of their career
transitions. This study extends existing research on youth entrepreneurship as an alternative
career choice for degree graduates. It highlights the significant role of familial support in
empowering and assisting entrepreneurs throughout their entrepreneurship journeys.
Description:
Date:
2025
Authors:
Siti Nurfarina Hasriana Binti Abdullah Hassanuddin
Sin Yee Koh
Publisher:
Institute of Asian Studies, Universiti Brunei Darussalam
