Kueh Ho Jiak: A Whimsical Twist on Classic Snacks
In a world that’s drowning in the latest food fads—think latte‑ramen or avocado ice cream—some of the old‑school treats make a quiet retreat. Fortunately for dessert lovers, Kueh Ho Jiak has taken up the mantle of reviving these forgotten favorites, giving them a fresh, playful makeover that’s hard to ignore.
Flashback to the Family Roots
Pool a bit of 56‑year‑old Sandy Tan and a 32‑year‑old Elizabeth Chan, and you’ve got a recipe for resilience. In 2010, the duo launched their humble kitchen venture. Their journey? A bit of tragedy, a dash of migration, and an unexpected spark when Elizabeth’s own daughter was born.
After Sandy’s husband’s passing, she spent some years in Australia to support Elizabeth. When the little one arrived, Sandy packed her bags and charged back into Singapore’s kitchen scene, turning a bit of nostalgia into a tasty empire.
From Home‑Based to Full‑Blown
- Word‑of‑mouth sparked an early wave of popularity
- Elizabeth, juggling her curtain business side‑by‑side, finally decided to plunge fully into the sweet venture in 2011
- Today, Kueh Ho Jiak stands as a family‑run success story, operational from kitchen to storefront
The Flavor Palette That Sets Them Apart
- Fresh Durian – the king of tropical pitsts
- Fresh Cempedak – a sweet, almost mango‑like twist
- Chendol – a custard‑cream lover’s dream
- And, brace yourselves, the comfy sweet‑potato dough underpins every bite
Healthier than Your Typical Snack
Beyond the fun colors and vibrant tastes, these confections are preservative‑free and devoid of artificial coloring. The sweet‑potato base is a wholesome alternative that keeps the desserts naturally delightful.
Mom and Daughter: Balancing Business and Bond
The dynamic duo has openly shared how they juggle their mother‑daughter relationship while steering the business. They find that the teamwork that thrives at home also fuels their commercial venture, blending strategy with a splash of sentiment.
So, the next time you’re wandering through a dessert aisle, keep an eye out for Kueh Ho Jiak’s eye‑catching, flavor‑rich offerings. They’re not just sweetly nostalgic; they’re proof that tradition can taste spectacularly modern.
Why did you decide to work together? Is the whole family involved?
Family, Flour & Female Power at the Helm
Ever wonder how a small business can feel like a living, breathing drama? Meet Elizabeth Chan—also known as EC—and her powerhouse crew. They’re not just a trio of entrepreneurs; they’re a family that runs the show with the same passion that fuels their kitchen.
Our Crew
- Elizabeth Chan (EC) – the boss who keeps the empire going while juggling a single-mother lifestyle.
- My mother – the ferocious co‑founder who brings the grit and the grin.
- My daughter – the newest generation of sharp minds, proving size doesn’t dictate strength.
- My father’s legacy – a silent but unwavering inspiration (his passing when I was just a year old shaped our resilience).
What Drives Us?
Every day, we converge at the bakery to share plans, stir jars of ideas, and—yes—argue over the best frosting flavor. Even the toughest disagreements don’t crack our espresso‑powered bond. What unites us is simple: the same dream of empowering every woman in the business, one pastry at a time.
Our Philosophy
“The more we bake together, the stronger our family story becomes,” EC shares, laughing. It’s a mantra that reminds us: family isn’t just about blood ties—it’s about shared ambition, mutual respect, and a splash of sweet sarcasm that keeps the workplace lively.
Also Reading: A Beginner’s Guide to Asian Pastries & Traditional Desserts in Singapore
Want to taste the flavor that locals rave about? Dive into our side‑chapter on creamy mango pies, sticky coconut buns, and the art of balancing sweet and spice—all prepared with heartfelt stories from our own kitchen.
What do you love about working with each other?
Power Duo in the House
EC: We’ve finally cracked the code of living together. I steer the sales and business side, but I also need to get a feel for what’s happening in the kitchen—yours, my mum. Likewise, mother knows my business beat. It’s a two‑way street now.
Balancing Business and Bites
- Sales meetings interlaced with kitchen aromas.
- Collective decision‑making, from budgets to broth recipes.
- Learning to cue each other’s cues—no surprise deadlines or surprise last‑minute dishes!
Oops! Miscommunication Moments
Living apart for years made us a mess of misunderstandings and a handful of thrashing sessions. We had to shout, squabble, and even argue over the remote. It wasn’t pretty, but it was real.
From Tension to Teamwork
All that drama? It turned into the glue that strengthened our bond. We now know:
- Where one of us draws the line.
- What sparks irritation.
- How to steer clear of each other’s “tail” and keep the vibe smooth.
ST’s Take
Sandy Tan: Watching Elizabeth juice up the house with hard work is just inspiring. She always pours her heart into everything she does.
And your least favourite part of working together?
A Real-Life Love‑Hate Bond: Mom, the Business, and Me
What’s the drama about?
Every Sunday, you might just think your weekend will bring quiet relaxation, but for me it means riding the ups and downs of my mom’s secret backyard empire.
The “Listen & Give In” Situation
- ST’s confession: “It’s when I have to listen and give in to her – she can be quite insistent when it comes to what she feels is good or right for the business.”
- The reality: Mom’s intuition is almost like a compass that points straight toward the best deal, but fitting it into my schedule is a chore.
The Tornado of Sales
- EC’s revelation: “It’s a love‑hate relationship, really. When there aren’t enough sales, I have to stress over finding more business.”
- But when the sales start flowing, the opposite problem surfaces: “But when it picks up, it means my mum has to work more.”
Feelings on the Frontline
- Seeing Mom toil until the sun sets is heart‑wrenching. “It’s painful to see her working long hours.”
- The inevitable tug‑of‑war, “And of course, there are the disagreements.”
Why This Feels Like a Soap‑Opera
Imagine a sitcom where the plot twist is whether the next sale will save Mom’s sanity, or if it will just drive her to the brink of exhaustion. The emotional rollercoaster is real, yet we laugh because even the most convoluted business deals can turn into a family drama worth scripting.
Bottom Line: It’s All About Balance
My mom’s business might be the heart of our family’s hustle, but it is also the source of constant push‑back. As the “silent partner” I owe my brain a bit of a break and maybe a well‑timed coffee break to keep the battlefield from becoming too fierce.
Have there been disagreements when you tried to implement new ideas or concepts?
My Mom: The Boss Who Lets Me Break the Rules (But Not the Bank)
Picture this: a mom who’s got the “no-judgement” vibes on lock, but also knows that a company’s cash flow is the real MVP. She’s the yin to my yang, the “sky’s the limit” to my “if it’s a risk, maybe skip it.”
Big Tips from the Big Chefs
Early on, when the business was still a kid on the playground, I could try anything. Mornings, evenings, midnight – the lab was open, and the only rules? My mom’s smile and a sprinkle of financial caution.
- Trial & error? Yes, please. Mistakes were like cheat codes – no one was harmed, they were just learning.
- Approval, with a twist. Even if she worried, the green light kept humming.
- Feedback loop. Whenever I tossed a proposal, she’d give her thoughts. Think of it as a “coffee‑chat” about profits.
Profit Is the Real Superpower
Sure, she was all about giving me a chance, but she was also the go‑to for the hard numbers. Because at the end of the day, a full‑stomach CEO still needs to balance the books.
Mom’s Masterpieces – The Kueh that Made Us Stars
Ever seen those colorful kueh lapis that look like a rainbow dancing on a plate? Yep, that’s my mom’s work‑in‑progress. She wanted young folks to taste the traditional side of kueh, but she added a touch of “now you can Insta‑share it.” If that’s not a perfect recipe for success, I don’t know what is.
Bottom line: My mother gave me the green light, the safety net, and the sense that “yes, you can dream, but don’t forget the dollars.” And that, my friends, is the secret sauce behind our sweet rise.
Has going into business together changed your relationship or perception of each other?
Meet My Superwoman
EC: I used to be clueless about her, but now she’s my official superhero. She never complains even when fatigue is strutting through the house, keeps the mood sunny, and has a love that soars higher than a rocket ship. Her creativity and adventurous spirit? Totally on the next level!
Honestly, seeing how she juggled life as a single parent feels like witnessing an epic battle. She gives her all to the family without a hint of a “payroll” request. And let’s not forget, she invested every ounce of her energy into the business as well.
ST: Since we kicked off Kueh Ho Jiak, she’s undergone a remarkable transformation. She learned to collaborate, turned into a team player, and grew wiser on the way. It’s like watching a caterpillar turn into an unstoppable agency.
- Never complains when she’s tired – keeps the positives rolling.
- Full‑on love for the whole crew.
- Creative disruptions that turn ordinary moments into extraordinary memories.
- Adventurous flips that keep life from getting “meh.”
Here’s to the lady who balances spreadsheets, diapers, and a dash of humor – all while keeping the family vibe alive.
Your advice for young entrepreneurs starting out in the business
Fuel Your Entrepreneurial Spirit
Tip of the day: Don’t let the fear of failure hold you back. When you’re chasing a vision, the only thing that can stop you is doubt. Talk about money, the numbers, and you’ll see the walls rise. If a goal feels real, let it move you like a river.
It can sound inspirational, but here’s the hard truth: success is in the willingness to chase what you truly want. The stronger your desire, the harder you’ll fight to make it real. Keep pushing, and smarter routes will appear along the way.
Discover Kueh Ho Jiak – Legendary Singaporek
Kueh Ho Jiak is the favorite dessert that has been turning heads across Singapore for years. If you want to experience the flavor profile that has become a staple in homes and eateries alike, you’ll find it in two prime spots:
- 2-20 Tanjong Pagar Plaza Market – 6 Tanjong Pagar Plaza, Singapore 081006
- 2-149 Chinatown Complex Hawker Centre – 335 Smith Street, Singapore 050335
Whether you’re on a spontaneous food tour or a tackle to downtown, these locations guarantee the classic sweet, the perfect bite. If you’re craving a taste of renowned Singapore, just head to any of these places or visit the brand’s website for details or to place an order.
Curious to Try Something New?
Check out another popular option from local home‑baked Start‑ups – Yum – for a similar taste experience. Explore the possible flavors that these small businesses offer as part of their culinary line‑up.
Reference
This article first appeared in The Singapore’s Womens Weekly, covering lifestyle, local business, food, and snack trends.
