Reimagining Heritage for a New Generation
Founded by matriarch Sandy Tan and later grown alongside her daughter Elizabeth Chan, Kueh Ho Jiak was created with a mission to preserve heritage while making traditional kuehs more appealing to younger generations. Inspired by Sandy’s passion for culture and children, the brand introduced colourful sweet potato ang ku kuehs in playful shapes to spark curiosity among youths who were unfamiliar with the traditional delicacy.
Elizabeth was drawn to the business because of its deeper purpose. Over the years, the team worked to change the perception that “kuehs are for old people,” successfully attracting a younger audience in their 20s to 40s. Behind the scenes, Sandy also spent seven years refining the sweet potato ang ku kueh recipe to create a healthier version free from artificial colouring and preservatives.
A Business That Strengthened Family Bonds
Building Kueh Ho Jiak together transformed Sandy and Elizabeth’s relationship in unexpected ways. Having spent much of Elizabeth’s childhood apart due to Sandy working overseas, the pair initially struggled with communication and differing perspectives when they first began running the business together. Misunderstandings and disagreements were common, and there were moments when both found it difficult to express themselves openly.
Over time, however, those challenges became the foundation for a stronger relationship. Through the business, they learned patience, understanding, and the importance of unconditional love. Today, Elizabeth describes Kueh Ho Jiak as more than just a food business — it is a place centred on people, connection, and shared experiences, values that extend beyond family to customers and colleagues alike.
Like many businesses, Kueh Ho Jiak has also faced external challenges, including Covid-19, changing consumer trends, manpower shortages, and rising operational costs. Yet the founders believe resilience and adaptability are essential to overcoming every stage of growth.
Redefining Tradition Through Innovation
Kueh Ho Jiak has built its identity on challenging conventions while remaining rooted in heritage. Instead of following the traditional red tortoise-shaped ang ku kueh, the brand introduced naturally coloured sweet potato versions made without preservatives or artificial colouring.
Their unconventional approach initially drew criticism, with some questioning whether ang ku kueh could still be considered authentic without its iconic red appearance. However, the founders remained committed to being bold and innovative, proving that tradition can evolve without losing its essence.
This same philosophy guides the development of new flavours and concepts. Every creation begins with understanding the original kueh — its ingredients, cultural meaning, and emotional connection. From there, the team explores ways to modernise the experience while preserving the familiarity and nostalgia that make traditional kuehs meaningful.
The Craft Behind the Signature Sweet Potato Ang Ku Kueh
One of the innovations Elizabeth is most proud of is the brand’s signature customised sweet potato ang ku kueh. While customers may simply admire its soft texture and vibrant appearance, few realise the years of experimentation behind it.
Sandy spent seven years refining the dough recipe, carefully balancing texture, moisture, and consistency while staying true to traditional methods. Unlike many businesses that moved away from sweet potato due to rising ingredient costs and shelf-life concerns, Kueh Ho Jiak remained committed to incorporating it as part of the original recipe.
The process involved countless rounds of trial and error, as every batch of sweet potato behaved differently. The result is a naturally colourful, preservative-free ang ku kueh that retains a soft, chewy texture while preserving the comforting familiarity of traditional flavours.
Preserving Heritage Through Inclusivity
For Elizabeth, preserving traditional kueh culture goes beyond food — it is about safeguarding stories, memories, and the emotional connections passed down through generations. Through Kueh Ho Jiak, she hopes to keep these traditions alive by reintroducing kuehs in ways that younger audiences can appreciate and connect with.
Inclusivity also plays a central role in the brand’s mission. Becoming halal certified was a conscious decision to ensure that more communities in Singapore could enjoy and share in these cultural experiences together. Elizabeth believes food has the power to bring people together, whether through celebrations, gifting, or simple everyday moments around the table.
She describes Kueh Ho Jiak as “a heritage-driven experience brand” that transforms traditional kuehs into modern expressions of culture, connection, and joy.
Creating Experiences Beyond Food
Beyond its products, Kueh Ho Jiak has become known for its interactive workshops, which resonate strongly with both corporate teams and families. Rather than simply teaching participants how to make kueh, the workshops are designed to create meaningful shared experiences and encourage people to slow down and reconnect.
For corporate groups, the sessions foster authentic interaction and team bonding in a relaxed environment. For families, especially across generations, the workshops create opportunities for younger participants to learn traditions while older generations reconnect with nostalgic memories. According to Elizabeth, these moments of connection are increasingly valuable in today’s fast-paced world.
Her experiences running other businesses also shaped how Kueh Ho Jiak operates today. Elizabeth believes strong branding, storytelling, and emotional connection are just as important as having a good product. This philosophy influences everything from the brand’s packaging to its workshops, creating an experience that feels intentional, personal, and meaningful.
Bringing Heritage Into Unexpected Spaces
One of Kueh Ho Jiak’s most memorable collaborations was creating a customised sweet potato ang ku kueh inspired by Leica Camera. The project combined traditional kueh-making with the precision and artistry associated with the globally recognised luxury camera brand.
The collaboration required multiple rounds of refinement to recreate the camera’s iconic design in edible form while maintaining the texture and taste that define the brand’s kuehs. For Elizabeth, the project reinforced the belief that heritage does not need to remain confined to tradition — it can evolve creatively, collaborate with modern brands, and continue finding relevance in unexpected spaces.
Leaving Behind a Feeling of Connection
When someone experiences Kueh Ho Jiak for the first time, Elizabeth hopes they leave with a sense of warmth, nostalgia, and connection. For some, the kuehs may bring back childhood memories or family moments; for others, they may create entirely new memories worth sharing with loved ones.
More than simply enjoying the taste, she hopes customers can feel the care, culture, and intention behind every piece. Because ultimately, Kueh Ho Jiak is not just about preserving kueh — it is about preserving connection, heritage, and the emotions that bring people together.
Advice from Elizabeth for Aspiring Entrepreneurs
Elizabeth Chan Yun Hao
Co-Founder of Kueh Ho Jiak
Be patient as success often takes longer than you expect.
Foundation is very important in a business, anything comes easy goes easy. The path is often not straight, don’t rush or compare yourself to others, trust in the process and most importantly you need to trust in your products because you will be its greater supporter.
Financial and figures don’t lie, It can be easy to get lost in excitement and passion, but without strong financial management even the best ideas can falter.
To stay focused on your mission but be flexible in your methods, sometimes the journey may not be like how you envisioned it, markets do evolve, uncertainties happen too, to always keep the mission clear and adapt to what other needs. It’s always important to have a hearing heart.
