Draft:Kueh Ho Jiak
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Comment: Please note that the references are not formatted correctly (see Introduction to referencing with VisualEditor and Wikipedia’s Manual of Style for help). Cabrils (talk) 02:33, 24 September 2026 (UTC)
- Comment: In accordance with the Wikimedia Foundation's Terms of Use, I disclose that I have been paid by my employer for my contributions to this article. Edsing (talk) 02:21, 24 September 2026 (UTC)
| Type | Private |
|---|---|
| Industry | Food and beverage |
| Founded | 2011 |
| Founder | Sandy Tan |
| Headquarters | Singapore |
| Products | Kueh |
| Website | https://kuehhojiak.com/ |
Kueh Ho Jiak is a Singaporean hawker business specialising in traditional and contemporary kueh. Established by Sandy Tan as a home-based business in 2011 and later developed with her daughter, Elizabeth Chan, it opened a stall at Tanjong Pagar Plaza Market in 2017. The business is particularly associated with its reinterpretations of ang ku kueh, using sweet-potato dough in a range of colours, shapes and fillings.[1][2][3]
By 2025, Kueh Ho Jiak's operations included its Tanjong Pagar hawker stall, an e-commerce business and kueh-making workshops for families and corporate groups.[1][4] As of September 2026, Kueh Ho Jiak is listed in the Majlis Ugama Islam Singapura (MUIS) directory of halal-certified establishments.[5]
History
The family's association with kueh-making has been traced to the 1930s, when Tan's grandmother sold kueh from a food cart in the Jalan Hong Keng area of Tengah. Tan helped with serving and cleaning while growing up and learnt some of the family's recipes.[1]
After working overseas in the hospitality industry, Tan returned to Singapore and began making ang ku kueh again in 2010. She established Kueh Ho Jiak as a home-based business the following year. Seeking to make traditional kueh more appealing to younger consumers, she experimented with designs including teddy bears and koi fish rather than producing only the conventional tortoise-shaped ang ku kueh.[1]
Chan initially assisted the business while operating a separate curtain business. As orders increased, she joined Kueh Ho Jiak full-time and subsequently took responsibility for marketing and business development. The business opened its Tanjong Pagar Plaza Market stall in 2017.[1]
The working relationship between Tan and Chan has also been the subject of media coverage. In a 2025 profile, Tatler Asia reported that operating Kueh Ho Jiak together had helped strengthen their relationship after they had spent much of Chan's childhood living apart.[6]
Products
Kueh Ho Jiak produces traditional and contemporary Singaporean kueh and is particularly associated with its variations of ang ku kueh. Different varieties of sweet potato are used in the dough to produce colours including purple, orange and yellow, while moulds have been used to create shapes such as flowers, teddy bears and koi fish.[1][2]
Reported flavours and fillings have included mung bean, fresh durian, cempedak, Lotus Biscoff and hae bee hiam.[3][4] Media profiles have reported that the company's kueh is made without artificial colouring and preservatives.[1][4]
Tan has described the products as "Nanyang delicacies", reflecting the Teochew, Hokkien, Peranakan and Malay influences found in the kueh produced by the business.[4]
Kueh Ho Jiak has also been described as halal-certified by independent media. As of September 2026, it is listed in MUIS's directory of halal-certified establishments.[4][5]
Workshops and community activities
Kueh Ho Jiak also conducts hands-on kueh-making workshops. A 2025 CNA profile reported that its workshops were attended by young families and corporate teams, with participants learning to prepare and shape kueh. CNA described the company's operations at the time as comprising its Tanjong Pagar stall, e-commerce platform and workshop business.[4]
In a 2025 profile, Tatler Asia reported that Kueh Ho Jiak had provided employment opportunities to people with learning disabilities and women from disadvantaged families at its Tanjong Pagar operation.[6]
Tan has also participated in initiatives related to the sustainability of Singapore's hawker trade. In 2020, TODAY reported that she served as a mentor under a hawker-development programme, advising an aspiring kueh hawker on matters including stall management and customer engagement.[7]
Recognition
In 2022, Tan Puay Puay, also known as Sandy Tan, received an Enterprising Hawker Award for Kueh Ho Jiak. The award, organised by the Federation of Merchants' Associations Singapore and supported by the National Environment Agency, recognises hawkers who have introduced and implemented new business models, strategies, processes or tools to grow their businesses.[8]
Kueh Ho Jiak was featured in the Netflix programme Food Tales: Crazy for Kueh, which examined kueh-making traditions in Singapore.[1][4]
In 2025, Sandy Tan Puay Puay was listed as a Spirit of Enterprise Award winner for Kueh Ho Jiak. CNA described the recognition as the 2025 Spirit of Enterprise Established Honoree Award.[4][9]
References
[edit][1] a+ Singapore — “Mothers Leading Intergenerational Businesses: Kueh Ho Jiak”, Mary Lim, 10 May 2025. This is probably your strongest all-round source: family history, 2011 establishment, Elizabeth joining, 2017 stall, product development, e-commerce, workshops and Netflix coverage.
[2] Time Out Singapore — “In-kueh-dible tales: the people preserving a piece of our kueh heritage”, Fabian Loo, 24 June 2020. Useful independent pre-2025 coverage of the mother-daughter hawkers, sweet-potato colouring, unusual moulds and heritage angle.
[3] The Singapore Women's Weekly — “She's My Superwoman: Kueh Ho Jiak's Mother-Daughter Duo On Teaming Up To Reinvent Tradition”, Michelle Lee, 6 May 2021. Useful independent coverage of products, flavours and the mother-daughter operation.
Open the Singapore Women's Weekly article
[4] CNA Luxury — “Meet Sandy Tan, founder of Kueh Ho Jiak who is preserving Singapore's culinary heritage”, Clement Teo, 8 November 2025. This supports the workshops, business structure, halal certification, flavours, Nanyang terminology, Netflix feature and Spirit of Enterprise recognition.
[5] Majlis Ugama Islam Singapura — MUIS Halal Certified Establishments directory. Use this primary source only to verify the current certification, not to establish Wikipedia notability. Search for Kueh Ho Jiak in the directory before submitting so you can reconfirm that the listing remains current.
Open the MUIS Halal Certified Establishments directory
[6] Tatler Asia — “Kueh Ho Jiak's Elizabeth Chan and Sandy Tan on their mother-daughter relationship”, Amanda Goh. Useful for the company history, relationship and employment initiatives.
[7] TODAY / CNA — the 2020 feature on the future of Singapore's hawker culture. Use it specifically for Sandy Tan's mentoring role.
[8] National Environment Agency — SG Hawker Seminar 2022. The official announcement names Tan Puay Puay of Kueh Ho Jiak as an Enterprising Hawker Award recipient and explains the award criteria.
[9] Spirit of Enterprise — 2025 award winners. The official awards page lists Sandy Tan Puay Puay — Kueh Ho Jiak.
- provide significant coverage: discuss the person in detail, not brief mentions or interviews lacking independent analysis;
- are reliable: from reputable outlets with editorial oversight;
- are independent: not connected to the person, such as interviews, press releases, the subject's own website, or sponsored content.
Please add references that meet all three of these criteria. If none exist, the subject is not yet suitable for Wikipedia.