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.