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This article first appeared in Options, The Edge Malaysia Weekly on December 14, 2020 - December 20, 2020

Loyal customers known it as the go-to place for high-quality and affordable baking supplies, a reputation it has cultivated over three decades. Bake With Yen CEO Ricky Soon talks to Petrina Fernandez about his introduction to the brand, its expansion online and the bread-and-butter issues of a baking empire.

If Alice had a predilection for baking mysterious cakes rather than eating them, Wonderland might have looked a little different. Rather than rabbit holes leading to curious creatures and murderous queens, she might have wandered the aisles of a charmed baking supplies store and been the one making supersizing “Eat Me” teacakes.

A visit to Bake With Yen carries that same sense of anticipation and possibility. It is, after all, a wonderland of sorts, from refrigerators brimming with French butters, cheeses and creams to shelves upon shelves of flours, pastes and powders, chocolate, nuts and dried and canned fruit. Gleaming appliances and tools beckon, whispering promises of confections that fill the air with the warm scents of toasted sugar and spice.

This almost-mirage is one Ricky Soon is familiar with, having frequently experienced it himself as a customer.

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