Bakebe founder shares how the brand brought Taiwan’s self-service baking concept to Hong Kong, creating an app-guided DIY baking experience that blends creativity with convenience.
What’s your career background?
I graduated from San Francisco State University with a Diploma in Marketing and Management and I have a Gemologist Institution of America (G.I.A) Diamond Appraiser Diploma. I’ve worked as a banker, teacher, host and producer. Every year, I make a goal of learning something new, and one year I decided to learn how to bake. At the same time, as a producer with a lot of experience creating food shows, I realised that nothing beats food that is made by yourself. I decided to explore a business model based on this concept. After some research, I discovered an existing self-service baking concept that was popular in Taiwan. I decided to integrate their business model and bring it to Hong Kong.
Why did you decide to start Bakebe?
I founded Bakebe on the idea that “the best kind of food is food made by yourself”. I learned that many people feel inconvenienced because traditional baking classes require advanced planning, booking and the need to put down a deposit; and tools and ingredients limit what you can make. On the other end of the spectrum, baking at home is also a frustrating experience because it’s impossible to ask for help immediately when things go wrong.
In Taiwan, I tried out over 30 self-service bakeries. What I discovered was that these bakeries were too “self-service” – in that guests need to wash their own dishes, it’s difficult to find assistance during the baking process, there’s no setup to take photos. Learning of these problems led me to transform this concept and adapt it for the Hong Kong market. And thus, Bakebe was born.
What makes your baking studio different from others in Hong Kong?
Our market positioning is “affordable but luxury” – that is, customers can enjoy a luxurious experience at a reasonable price. Our stores have a romantic theme to them and are decorated in a girly pink colour with multiple check-in slots for guests. When it comes to the teaching mode, Bakebe is the only company in Hong Kong that uses an app to guide the user. We’ll also train our employees how to assist guests specifically. And in terms of cake styles, Bakebe has more than 100 options for guests to choose from, from European to American type cakes. Located in class A shopping malls, we use only top grade home appliance brands such as KitchenAid, Samsung and Panasonic.
Read more: Where to buy baking supplies
Why did you decide to teach students via an app?
In a traditional baking class, guests often feel pressured as everyone learns at the same speed, at the same time. On the other hand, Bakebe allows every guest to proceed at their own pace via an app. Only when they run into a problem will our staff reach out to help. We liken this whole experience to a baby learning to walk – they can do so at their own pace, and if there’s a problem, their mother will step in to help.
Can you talk us through a typical baking session at Bakebe?
Guests can pre-book online or simply walk in at their convenience. Each participant is provided with their own iPad, preloaded with the Bakebe app, which offers step-by-step written and video guidance throughout the session. All required ingredients and tools are prepared in the experience room, allowing guests to follow the app at their own pace to complete their baked creations. Staff are available on site to assist whenever needed. The experience price includes ingredients and pre-made cake decorations (where applicable), free-flow coffee and tea, personal cleaning utensils, and an Instagrammable takeaway box finished with ribbons.
What do you love about baking?
When I first started baking, I did so to relieve stress. For me, baking is not just about the finished product, but rather the magical experience of enjoying the process. I love the sound and feel of the baking process, such as when sifting flour – it feels like it’s snowing. Of course, baking also means I get a beautiful completed product and the receiver will also appreciate my intentions – a double sense of achievement.
What do you want people to take away from your lessons?
At Bakebe, we care most about our guests’ happiness. We want our guests to go through the baking process, enjoy it and leave with a happy heart. Along with their finished creation, they also get to leave having made happy memories.
Are you health-conscious when it comes to baking?
Bakebe’s cakes may be known for being beautiful, but my staff and I always put health first when developing our products. All of our recipes are low-sugar formulas, so they are a little healthier than the cakes on the market. In terms of ingredients, we use high-quality, fresh and low-sugar items, catering to the tastes of Hong Kong people, who usually prefer sweets that are more subtle in taste.
How do you deal with the wide range of dietary requirements when it comes to baking/teaching?
When a guest browses through our dessert catalogue on the website, they are able to see everything they need to know about a product. For example, they can see if the ingredients in a particular cake contain soy, almond, dairy or egg. This way, we cater to the requirements of different people.
What does Bakebe offer for children?
Bakebe is a baking wonderland for all levels. All Bakebe recipes are family-friendly and suitable for sharing between two to three people. Macarons and cupcakes in particular are the most popular among kids.
What else are you working on?
In addition to the Bakebe experience, we are also expanding our product line. Last year, we launched the only DIY scented candle experience in Hong Kong that teaches with the help of an app, and also developed special essential oils in collaboration with well-known brands. We’ve also expanded to Malaysia and the Philippines, and we hope to break into more overseas markets once the pandemic eases.
What are you excited about in business for 2022?
We will continue to expand our product line and develop more creative recipes to suit the tastes of Hong Kong people and a party menu that’s fun for team building or any events. Please stay tuned!
In collaboration with Bakebe.
Bakebe, Shop No. 605, 6/F, Times Square, Causeway Bay & Mira Place 2 Shop 170, L1, Tsim Sha Tsui; 3793 4998 (Causeway Bay), 3165 8279 (Tsim Sha Tsui)
Instagram: @bakebe_hk
