Baker on the Rise: From MasterChef Singapore to Fashion & Food, Lifestyle Edition

Meet Genevieve Lee

You might think Genevieve Lee is a culinary star—after all, she finished as the runner‑up on MasterChef Singapore 2018 and owns the doughnut haven Sourbombe Bakery. But the truth is, she’s more than just sprinkling sugar on life. Genevieve moves her footing from the silver screen to the runway, from ovens to sketchbooks, and she’s not afraid to declare herself a “hustler” on the whole spectrum of interests.

What’s the scoop?

Film buff – She loves watching indie flicks and even talks about dreaming of directing one day.
Fashionista – Tailoring style over decades, from vintage tees to haute couture gowns.
Bakery sensation – Her doughnuts have turned a local craving into a scented trade‑secret.
Just a free spirit – Genevieve refuses to get boxed into a single label; she’s hungry for evolution across any creative field.

Future potential?

Quickly, Genevieve says there’s no single road she’s bound to. One day she’ll moonlight as a film director; the next, she might line up a runway in Paris. Whether she turns the next biscuit into gold or interprets a story on the big screen, her next steps are a mystery that we’re eager to follow.

What was the best thing to come out of MasterChef Singapore for you?

My Life, My Kitchen

Early Days

I grew up on the sidelines of MasterChef, like how millions of kids grew up on Dora the Explorer. The kitchen lights were my favorite TV screen, and chefs were my superheroes. Jamie Oliver, Gordon Ramsay—their faces were music to my ears, and I dreamed that one day I’d be on the show…forever!

The Fever Builds

When MasterChef Asia dropped, I was so pumped it practically wrote itself into my notebook. “No way, I need to sign up!” I screamed. But eighteen was a mile away, so I missed out.

Singapore Surprise

Fast forward to a family jaunt in New Zealand where I spotted the headlines announcing MasterChef Singapore. “Dad, they just opened up MasterChef Singapore! I want to sign up!” I blurted out. He simply nodded and said, “Go for it.”

Manifestation Magic

I guess I’m a firm believer in the power of speaking your desire out loud. Before I even got an audition letter, I told everyone I’d secured a spot. It’s my little trick—whisper your wish freely, and the universe will tidy up the paperwork.

Life Reboot

Fast forward to the end of the season: my world flipped 360 degrees. From a chill kitchen apprentice to a live‑broadcast knife‑sharp enthusiast, every day feels like a new episode. MasterChef didn’t just spice up my meals—it spiced up my life. And I’m never going back to the old thing called ‘normal.’

How so?

From Door‑Knocking to MasterChef: My Hustle Story

I’m the type that treats every door like a potential bakery. Ever since I was 16, I’d grab a fresh batch of cakes, slice them into bite‑size pieces, hand them over to local cafés, and say:

“Give it a whirl. If you love it, hit me up. If not, toss it.”

That was the hustle before the screens lit up.

Reality Check After the Competition

Pre‑Show: I was the one chasing opportunities.
Post‑Show: People started crawling to my door for collaborations, events, and hosting gigs.

It was a wild flip‑over.

Why MasterChef Was a Game‑Changer

It validated my skills in front of a massive audience.
My name popped up in everywhere – from blogs to coffee shop conversations.
It opened doors that were previously shut and gave me a legit platform to grow my dream.

Honestly, I’m thrilled I made it to that stage and baked my way up to where I am now.

How did you know you wanted to become a baker?

How I Swapped Steaming Pots for Steam‑Burned Dreams

Picture this: I swamped myself in the
hot kitchen of the Culinary Institute of America in Singapore.
It felt like a reality show – pots screaming, ovens roaring, and a crew barking out orders at every turn.

Hopes, Heat & The Real “Snack” I’d Liked

Love for baking. I’d always argued with a whisk in my hand during Sunday afternoon brunches.
Expectations. Thought I’d find my gig tossing dough in a sizzling kitchen.
The heat. Not just the literal heat of a 600°F oven but the pressure that felt like a sauna plus a relentless workout regime.

Quickly, I realized the kitchen wasn’t just a workshop—it was a full‑time, over‑the‑top, do‑or‑die environment.

Burnout: The Chill After the Heat

When I finally sat down, the exhaustion hit like a punch line that fell flat.
“Something’s wrong,” I told myself—because I hadn’t even gone all in and yet I was already melting.

Respite in the Home Bakery

After‑work pot‑pans. I took those moments out of the kitchen to experiment with fresh pastries.
’Off days’ magic. Baking at home became my go‑to therapy, free of shouted timers and double-checks.
Peace, not pans. I discovered that my heart stayed calm while gently rising dough, not while mastering the brigade.

So, in a nutshell, I swapped the steel swords of a professional kitchen for the gentle, forgiving arms of a home counter.
That’s where my dreams of baking turned from frying pans to flaky, sweet, and absolutely stress‑free.

When did you decide it would become your business?

When COVID Brought the Bakers to Their Intimate So Calls

Remember the big ol’ pandemic that rattled the world? That made me realize two things I’d never thought about before: 1) you can’t hold onto one single path forever, and 2) selling your sweet‑tooth treasures online is actually a piece of cake—literally. Transporting pastries in bags is way easier than hauling heavy appliances.

Laughing Through the Lockdown

We were all living in a real-life “trying times” episode. The lesson? Roll with it, make the best of it, and most importantly, practice your baking. I turned my kitchen into a mini factory, whipping up a bunch of goodies: cakes, breads, doughnuts—turning every whisk into a conversation starter.

Enter the Sweet Exchange

I didn’t keep the goodies to myself. I sprinkled them around my friend circle, eager to hear who’s biting on what. Everyone send their two cents—no verbal review, but a sweet taste test.

The Business Brain: CR

Then there was CR—my future business partner, that sharp‑as‑a‑knife thinker. When he bit into my bomboloni, he didn’t just say “Yum!”—he dropped a million‑dollar question on my table: “You serious about starting a business together?”

What I’d Think?

“Why not?”—the sweet answer that satisfied our taste buds and our minds.

And so, a lifelong partnership was born, all thanks to a pandemic that forced us to lift our ovens and let the world taste our creations.

Why doughnuts instead of say, cakes or bread?

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Donuts: The Sweet Winners of the Food Showdown

Imagine a culinary tug‑of‑war between bread and donuts. Who comes out on top? The answer is pretty simple—donuts take the crown. Here’s why, broken down in a fun, easy‑to‑digest guide.

1⃣ More Profitable, More Fun

Big Sales, Big Smiles – Donuts are cheap to produce and can be sold in bulk, which means the cash register pops louder and the dough (pun intended) keeps flowing.
Easy Peasy Acceptance – Whether you’re a bakery newbie or a seasoned pro, people almost always say “yes” to a sweet bite. Even those who aren’t fans of rye or sourdough have an instant craving for a glazed treat.
Perfect for Any Occasion – From breakfast to birthday parties, donuts fit the bill. A single donut can break the ice at a networking event or end a meeting on a sweet note.

2⃣ Mass Market Mastery

Donuts aren’t just tasty; they’re captivating. Kids, teens, and adults alike can’t resist that shiny glaze or that fresh butter crust. Imagine a sugar‑powered army marching toward a bakery—no one can say “no”.

3⃣ Flexible Flavor Playground

Limitless Variables – Tyrolean chocolate, pumpkin spice, or classic chocolate glaze—you can switch it up. That means you can keep the audience guessing and the menu fresh.
Custom Creations – Add a sprinkle, a drizzle, or a scoop of ice cream. The possibilities aren’t even on the shelf.

Takeaway

Donuts are the butter‑and‑sugar champions of the culinary world. Their mass appeal, economic potential, and endless flavor possibilities make them the far‑reaching, delicious choice for anyone looking to satisfy cravings and fill their pockets.

Feel free to copy the above markdown directly into your content platform and watch your audience’s appetite (and your sales) grow!*

What’s been the biggest difference in moving from a home-based business to a commercial one?

From a Young Learner to a Food & Drink Owner

Bet you didn’t think a 40‑year‑old family business would turn into a lesson in life. I grew up watching my dad run his F&B shop, and let me tell you, brick‑and‑mortar isn’t a walk in the park. Every day there’s a new bill, a new customer, and a side of chaos that’s as inevitable as the next job interview.

The Overheads: The Real Heavy‑Lifter

Rent, utilities, and employee wages that keep rolling around even when the shop is quiet.
Inventory costs that rise faster than a hot‑air balloon in summer.
Unexpected fixes: a leaky roof, broken kitchen equipment, or that sneaky “ghost” in the freezer.

These bumps taught me early on that owning a food business is less about the menu, and more about mastering the bureaucratic weight that comes with a storefront.

My Leap of Faith (and the Slight Fear)

Honestly, I was scared to step up the ladder. My dad’s shop had seen, no doubt, one dip here and a full swing there. Watching those ups and downs, my instinct was to keep the distance. But, luckily, I decided to jump in. That decision? Totally worth it. I’ve picked up skillsets that feel like a survival kit for life—

Business wisdom: dealing with cash flow, suppliers, and that ever‑changing menu.
Personal growth: learning to set and chase goals, even when they feel out of reach.
Communication: handling tough conversations over a “low‑budget” meeting room.

And here’s the kicker: stepping out of the comfort zone made me push harder and embrace everything—every frustration, every triumph.

Bottom Line: No Regrets, Just More Flavor

Every day, I can’t be kinder than to myself: I made the choice, I learned, I grew. If there’s one thing I’ve discovered, it’s that a thriving food & drink business isn’t about the cash alone—it’s about the stories, the ups, and the sheer joy of trading a cup of coffee for a cup of courage.

Your bomboloni comes in some really interesting flavours. Where do you get your inspiration from?

When Taste Meets Adventure: My Flavorful Journey

Ever had one of those “what if we mix this and that?” moments at a friend’s kitchen? I always say, “Why not? Let’s give it a whirl!” That simple willingness has turned my palate into a playground of surprise.

Why I Love the Mix‑and‑Match Game

Endless Curiosity: Every new combo is a mystery waiting to be solved.
Instant Joy: When a questionable pair actually works, it feels like a culinary jackpot.
Learning Curve: Mistakes? Sure. They’re just stepping stones to flavor mastery.

My Experimenting Toolkit

Restaurants, food blogs, and a dash of daring—my recipe for tasting adventures.

“Soon, my taste buds will say thank you, and my friends will keep asking for more combos.” – Me, the fearless foodie

What do you think you’d be doing if you weren’t a baker?

Breaking Out of the Food & Beverage Box

Ever feel trapped in a job title that’s narrower than a chef’s apron? I’ve been there, with the world of Food & Beverage (F&B) feeling like my life’s sole lane. But the truth is, I’m a wanderer, a fire‑ignited explorer who’s as passionate about movies as I am about meals.

Why the F&B Path?

What started as a love for culinary arts quickly grew into a career spark.
But I’ve been itching for more—filmmaking and fashion call my name.

Lights, Camera, Action!

I’m the kind of person who watches a film, dissects every scene, and then starts generating a ton of ideas. Is that an existential crisis or just sheer excitement? Either way, it fuels my love for the craft of storytelling.

Showbiz or Style?

When I’m not fixing a recipe, I’m painting a runway.
Dreaming of a personal label is my second “big” ambition.

In Short

So yeah, I’m often labeled as an F&B person—but that’s just the tip of my iceberg. The rest of me? It’s a rolling film reel, a vibrant wardrobe, and a whole lot of curiosity. If you ever ask, “What’s your dream job?” I’ll fire up the conversation with a Hollywood vibe and a sprinkle of designer flair. Living in the moment, where every interest has its own spotlight.

Do you have plans to start one?

Sketching a Label: From Blank Pads to Social Media Buzz

I’ve finally grabbed a sketch pad and started dreaming about the kind of brand I want to launch. My boyfriend nudged me with a simple mantra: “Start small – just doodle, set up an Instagram page. You never know, someone might spot your style.”

Why a Sketch Pad?

It’s the first step toward turning a vague idea into a tangible design.
Journaling and drawing keep the creative juices flowing.
It’s a low‑cost, high‑flexibility path for beginners.

He’s Got Your Back (and Your Canvas)

His advice is pure encouragement – “Just bind your thoughts into sketches and share them online. An audience could discover you, and the world better get ready for your label.” He’s right. A robust Instagram presence often serves as a launchpad for aspiring designers.

What’s Next?

Create a dedicated Instagram handle. Keep it simple and memorable.
Post consistently. Share your sketches, behind‑the‑scenes moments, and your design process.
Engage with followers. Respond to comments, run polls, and polish your style.

A Quick Rinse‑and‑Repeat

Being a dreamer isn’t a hurdle; it’s a springboard. Drop your first drawing onto the feed, and see if the world has an appetite for your brand. A simple sketch pad could be the cornerstone of something big.

Remember: art thrives on iteration, not perfection. Keep sketching.