Elizabeth is the founder of Kueh Ho Jiak, a heritage-inspired food business dedicated to preserving and modernising traditional Nanyang and Nonya kueh. Working alongside her mother, Sandy Tan, a fourth-generation kueh maker, Elizabeth has transformed a humble home-based business into an award-winning brand recognised for its innovative flavours, healthier recipes, and visually appealing creations. Her mission is to preserve Singapore’s rich kueh heritage while making it relevant and appealing to younger generations.
Industry:
Food & Beverage | Traditional Nanyang & Nonya Kueh | Catering | Heritage Food
Professional Experience:
Elizabeth began her career in marketing and operated her own curtain business before joining her mother’s growing home-based kueh venture. Leveraging her expertise in branding, digital marketing, and product innovation, she helped transform Kueh Ho Jiak into a modern food brand offering catering services, online ordering, live cooking stations, and hands-on kueh-making workshops. She introduced creative flavours such as Biscoff, D24 Durian, Cempadak, and Hae Bee Hiam while maintaining the authentic recipes and healthier sweet potato-based dough that distinguish the brand from conventional kueh makers.
Turning Point:
A defining turning point came when Elizabeth realised that younger generations were increasingly disconnected from traditional kueh. Instead of accepting this decline, she decided to reposition kueh as a modern dessert by combining contemporary flavours, creative designs, and engaging presentations while preserving traditional craftsmanship. Her decision to leave her successful curtain business and join her mother full-time allowed Kueh Ho Jiak to grow into one of Singapore’s most recognised heritage kueh brands.
What She Does Now:
Today, Elizabeth oversees the marketing, business development, product innovation, and strategic growth of Kueh Ho Jiak. She continues to develop healthier, preservative-free kueh using natural ingredients while expanding the business through catering, workshops, corporate collaborations, and community events. Passionate about heritage preservation, she remains committed to ensuring that traditional Nanyang delicacies continue to be appreciated by future generations through innovation, education, and authentic storytelling.
SGVisionaries Interview:
LinkedIn Profile:
https://www.linkedin.com/in/elizabethchanmisskueh
Website:
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