Floccus Floccus converts digital kuih-muih designs into edible delights

While looking for a way to supplement her budget for college essentials, Yeoh Hooi Hoon came up with the innovative idea of ​​turning her digital drawings of traditional delicacies into edible 3D reality.

“I love designing anything,” says the 22-year-old, who also enjoys cooking and regularly offered treats to family and friends. “My mother cooks a lot. When I was a child, I followed her in the kitchen and that’s how I acquired the talent.

Besides design and baking, she also loves ang ku kueh and sushi. By combining these elements and this expertise, Yeoh has launched Flocus Flocus last September when she was in her final year of an interior design course.

Ang ku kueh is traditionally red in color and designed in the shape of a tortoiseshell, signifying joy, longevity and auspiciousness. Yeoh modifies the chewy-textured cakes by baking them in the form of nigiri sushi, a Japanese bite-sized dish of vinegared rice usually topped with fish or seafood.

Some of the forms she has tried include unagi, tamago, avocado, hamachi, maguro, and salmon. For her, drawing sushi on an iPad is easier than creating delicacies inspired by it. “I draw and draw just to get ideas and see how I can bring the art to life. Then I’ll look at what kind of dessert I can create using the drawings I have.

“Usually I need about a month to prepare for a new launch to make sure everything is perfect. Besides the shape, I also pay particular attention to the ingredients and the taste of the kueh. It makes a huge difference if more or less of an ingredient is put into a mix. Each piece takes between five and 10 minutes to design,” she says, adding that the tamago and scallop are among the most difficult shapes to make because they are more detailed.

Floccus Floccus maintains the traditional element of delicacy through its fillings. Currently, there are mung bean options as well as shredded coconut with gula melaka.

Sold in batches of 6 and 25 pieces, the sushi ang ku is made to order all year round. Yeoh also accepts custom orders and launches seasonal specials to provide customers from different walks of life with a variety of choices. “We have personalized ang ku in the form of fruits and flowers for a temple event and made them in different designs for door gifts for a wedding.

Another offer is kueh lapis – layers of steamed white and pink rice flour pudding – made in the form of a siew (roast pork) yoke. “It’s vegan and brings the same satisfaction as eating kueh lapis because the layers can be peeled off one at a time if you prefer to eat it that way,” she says.

Yeoh started selling her edible creations to friends, who then encouraged her to aim for a wider audience. “I posted the kueh on my private Instagram profile and my friends were my first customers. After that I started advertising on Floccus Floccus own page. Our follower count grew rapidly when customers posted their positive reviews [reviews] on the business,” she says.

She also relies on feedback from her neighbors whenever she experiments with new desserts. “It’s a close community here and my neighbors are my haters. They’ll get [kueh] which don’t look so good but still taste good lah,” she laughs.

As a creative individual, Yeoh not only sells food, but also arts and crafts, which is evident from the complexity of his creations. Therefore, she finds it difficult when customers ask for a discount. “They say my kueh is too expensive. I know they are quite expensive but they are hand made. We spend a lot of time and effort making them. Customers are happy when I do promotions and they take the chance to buy during this period.

Yeoh and his mother spend half a day preparing orders in their humble kitchen. “Mom helps me. We produce about 20 sets of sushi ang ku every day, from 7 a.m. to noon. Then we pack for delivery in the afternoon.

The home-based business attended a food expo at Mid Valley Megamall, Kuala Lumpur not too long ago and Yeoh noticed that sales were better online than offline. “The target customers are totally different. Exhibition visitors like to collect samples instead of buying food or drinks. I feel more comfortable selling online for now.

On the unique name Floccus Floccus, she says, “My Chinese name is Hui Yun and Yun means clouds. Different cloud layers have different names. Floccus is the cloud we see when we look out of the plane.

Although she started the business to earn money to buy a laptop and an iPad, Yeoh continued to pursue it full-time after graduating as it was well received by those who love traditional specialties. “I think it’s also lucky that Floccus Floccus is doing well. Customers can expect more kueh with new models in the future. I have a lot of things I want to do but I sell what I’m sure of first,” says the young entrepreneur, who is already planning to make original mooncakes for the festival soon.

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This article was first published on August 8, 2022 in The Edge Malaysia.