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INTERVIEW: CAKEINSPIRATION · 987 The Shock Circuit

• 0:03
  Speaker 1: Right here on 987, Singapore's number one hit music station.
• 0:06
  Speaker 1: Sonia and Joakim here with you, with two very special
• 0:08
  Speaker 1: guests here today. They do something for a living that
• 0:11
  Speaker 1: I think Joakim and I cannot do. I mean, imagine
• 0:15
  Speaker 1: you get a phone call from the manager of someone
• 0:18
  Speaker 1: like Lisa Jay Park or John Summit, the career ladder guy.
• 0:26
  Speaker 1: Hi Nick Jonas, and then they say, yeah, my, my, my, uh,
• 0:29
  Speaker 1: talent wants a cake. Please speak for them something. I
• 0:31
  Speaker 1: think we need to find out what, how it actually
• 0:33
  Speaker 1: happened and how it actually went down because I'm sure
• 0:35
  Speaker 1: there are plenty of stories to tell us. Um, this
• 0:38
  Speaker 1: is a sweet success story of a couple right here
• 0:41
  Speaker 1: in the studio with us right now. I'm sure you
• 0:42
  Speaker 1: would have followed them on social media platforms, Cake Inspiration.
• 0:46
  Speaker 1: Please say hello to Kaiyang and T.
• 0:49
  Speaker 1: Welcome, welcome, welcome, welcome. Fresh back from Malaysia as we
• 0:54
  Speaker 1: just found out you just landed this morning,
• 0:57
  Speaker 2: 4 or
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  Speaker 1: 5
• 0:57
  Speaker 2: hours
• 0:57
  Speaker 2: ago. Yeah.
• 0:58
  Speaker 1: Thanks for
• 0:58
  Speaker 1: making it this early. We appreciate it.
• 1:01
  Speaker 2: Likewise, we appreciate the opportunity to be here.
• 1:03
  Speaker 1: Yeah, OK lah, it was a 45 minute flight, not
• 1:06
  Speaker 1: like 10 hours.
• 1:08
  Speaker 2: I took the bus.
• 1:09
  Speaker 1: The bus means they didn't really sleep last night on
• 1:13
  Speaker 1: the
• 1:13
  Speaker 2: bus bus.
• 1:17
  Speaker 1: Was the seat able to recline? Was it? OK, fine, good, good, good.
• 1:22
  Speaker 1: 12 hours bus, right? No, I've been bus. Well, you know,
• 1:31
  Speaker 1: here's here's the thing, I believe that um you are
• 1:35
  Speaker 1: very near me actually because I'm a I'm an East
• 1:38
  Speaker 1: Coast person. So I love East Coast and you know,
• 1:41
  Speaker 1: I I I think that's where you guys are nearby
• 1:43
  Speaker 1: as well.
• 1:44
  Speaker 1: We're familiar with that, but today, we want to just
• 1:47
  Speaker 1: dive into it and get to know you a little
• 1:48
  Speaker 1: bit more in terms of working together as a couple
• 1:51
  Speaker 1: as well. I think that is one of the most
• 1:53
  Speaker 1: challenging things. So I think the inspiration for inspiration come
• 2:00
  Speaker 1: about and how did this happen? Whose brainchild was this?
• 2:03
  Speaker 1: Tell us the story. Inspiration was actually started by my parents.
• 2:09
  Speaker 1: So we are, so not much inspiration just took over.
• 2:12
  Speaker 1: No, but it still takes a lot of guts to
• 2:13
  Speaker 1: take over. Yeah, yeah, definitely, yeah. So, um, ever since
• 2:16
  Speaker 1: we took over, we actually did a lot more than
• 2:19
  Speaker 1: the original business. So the original business already started with
• 2:22
  Speaker 1: custom cakes. So they had, they were doing birthday cakes,
• 2:25
  Speaker 1: wedding cakes. Then I took over maybe around during COVID.
• 2:29
  Speaker 1: So we started a pet line as well, and then
• 2:31
  Speaker 1: we started, um, Iggy Koh that does uh bento cakes.
• 2:34
  Speaker 1: Then afterwards, Kayang stepped in and then.
• 2:37
  Speaker 1: We did even more things. We started doing a B2B. We, um,
• 2:40
  Speaker 1: supply to restaurants, supply to hotels, and then we realized that, hm,
• 2:44
  Speaker 1: we should do more B2C as well. Then that's when
• 2:47
  Speaker 1: we started doing social media, which, like some of your
• 2:50
  Speaker 1: videos really popped off and went absolutely viral. That that's
• 2:54
  Speaker 1: how we found you in the first place, right? Were
• 2:56
  Speaker 1: both of you like good with baking in the first place,
• 2:59
  Speaker 1: or did you have to learn or you had all
• 3:00
  Speaker 1: these ideas and you just had to learn along the way?
• 3:05
  Speaker 2: myself, I actually studied aerospace engineering. So my wife is
• 3:09
  Speaker 2: basically trained. Yeah. So, uh, like, since dating her, I
• 3:11
  Speaker 2: always know she's a very creative person. So when she,
• 3:14
  Speaker 2: she actually took over the business, uh, because she's a
• 3:15
  Speaker 2: very creative person, she comes up with all the designs.
• 3:17
  Speaker 2: She doesn't really like to go out and network and
• 3:19
  Speaker 2: talk to people. So I was like, why not? She
• 3:21
  Speaker 2: handles all the creative side of the business and manages
• 3:23
  Speaker 2: the chefs, and I go out and do the business
• 3:25
  Speaker 2: and marketing, yeah, because I like to talk to people
• 3:27
  Speaker 2: like growing up. I like
• 3:28
  Speaker 1: this is the perfect pairing of introvert and extrovert. I
• 3:31
  Speaker 1: love it, using each other's talents.
• 3:33
  Speaker 1: Yeah, OK, so then, you know, when it comes down
• 3:36
  Speaker 1: to a lot of your content and videos that gain
• 3:38
  Speaker 1: a lot of attention, clearly it was related to some
• 3:41
  Speaker 1: major celebrities as well. Can you tell us how that
• 3:43
  Speaker 1: all started? Was it cold call, reach out, like you
• 3:46
  Speaker 1: just try your luck? Like what? Who was the very
• 3:48
  Speaker 1: first one that made an impact for you?
• 3:49
  Speaker 2: So, um, actually the very first celebrity that we got is,
• 3:53
  Speaker 2: I wouldn't say it's like a celebrity, it's like a
• 3:55
  Speaker 2: more of an international. It's called the Sisters. So actually
• 3:59
  Speaker 2: my friend told me like they were coming to Singapore
• 4:01
  Speaker 2: for this.
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  Speaker 2: Beauty bakery pop up and say, hey, why don't you
• 4:04
  Speaker 2: just try to get a cake to them like for
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  Speaker 2: the fun of it yeah but then they were coming
• 4:07
  Speaker 2: for this event and only influencers got invited to this
• 4:09
  Speaker 2: event so it's not possible for me and my wife
• 4:11
  Speaker 2: to just bomb the event and bring a cake there
• 4:13
  Speaker 2: because there's so much security it's so crowded. So we
• 4:16
  Speaker 2: actually saw the Instagram story and they posted them wearing
• 4:19
  Speaker 2: a bathrobe of a hotel and because we are working,
• 4:22
  Speaker 2: you know, so we know most of the hotel like
• 4:24
  Speaker 2: how they look like, what's the background, so we located
• 4:27
  Speaker 2: and we identified that
• 4:29
  Speaker 2: this hotel basically we
• 4:29
  Speaker 1: did a lot of stalking.
• 4:32
  Speaker 1: I was gonna say in a non-creepy way, in a
• 4:34
  Speaker 1: not creepy
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  Speaker 1: way,
• 4:35
  Speaker 2: creepy. I was trying to make it not creepy, and then, um, yeah,
• 4:39
  Speaker 2: so the event was like 3:30 or something, and then
• 4:41
  Speaker 2: I just like aga aga, we made a cake for
• 4:43
  Speaker 2: them with their, um, pictures customized, and then we went
• 4:47
  Speaker 2: to the hotel at 4:30 so like agaga because they
• 4:50
  Speaker 2: might be coming back 1 hour later, so I just.
• 4:52
  Speaker 2: to the hotel and lobby and came there and waited, waited, yeah,
• 4:55
  Speaker 2: I just came there just for fun because that day
• 4:56
  Speaker 2: was pretty free. I just I just came there.
• 4:58
  Speaker 1: Did you, did you low key look like a sus
• 5:01
  Speaker 1: guy with holding a cake? I think,
• 5:03
  Speaker 2: I think a little bit, a little bit, yeah, yeah.
• 5:05
  Speaker 2: But then when, um, I saw all the hotel management
• 5:07
  Speaker 2: start to line up at the lobby and then like, yeah,
• 5:10
  Speaker 2: that's a Mercedes-Benz put up with them so I.
• 5:13
  Speaker 2: You just stand there. I stand there like a bit far,
• 5:15
  Speaker 2: far away because the security is trying to like push
• 5:17
  Speaker 2: me away so much security, yeah, but just nice one
• 5:19
  Speaker 2: of my friends, she bumped into them before and did
• 5:21
  Speaker 2: a content with them, so they, she just shouted like,
• 5:23
  Speaker 2: Hey Evelyn, and she turned around and then we just,
• 5:26
  Speaker 2: we just went over and brought a kick to them. Oh,
• 5:27
  Speaker 2: that's cute. And then very surprisingly they posted it on
• 5:30
  Speaker 2: TikTok and Instagram and that's our very first like, uh,
• 5:34
  Speaker 2: like spike in social media instantly that same day our Instagram,
• 5:37
  Speaker 2: the views just shot up to 1000. Yeah, they were like, Whoa, that's,
• 5:40
  Speaker 2: that's crazy and
• 5:41
  Speaker 2: And then one week later, I met another friend that
• 5:43
  Speaker 2: specializes in content creation. So he teaches people how to
• 5:46
  Speaker 2: go viral. So I learned like all the skills sets
• 5:48
  Speaker 2: from him and
• 5:49
  Speaker 2: And then we did our very first, uh, content on
• 5:51
  Speaker 2: Instagram and then, uh, posted our first couple creator content
• 5:56
  Speaker 2: which is Kai and Xia and then the video blew
• 5:58
  Speaker 2: up like we have only 10 followers. We did like
• 5:59
  Speaker 2: 50,000 views. They were like, Whoa, this social media thing is,
• 6:02
  Speaker 2: is crazy.
• 6:03
  Speaker 1: This game is crazy and
• 6:04
  Speaker 1: it's a tool for your business,
• 6:06
  Speaker 2: correct? It became like one of the, the greatest asset
• 6:08
  Speaker 2: for us. Like it just channel so much traffic and conversions.
• 6:12
  Speaker 1: Yeah. So ever since the Ha sisters that, I guess,
• 6:14
  Speaker 1: opened the floodgates in terms of celebrity context and managers
• 6:17
  Speaker 1: calling you as well.
• 6:18
  Speaker 1: So, in terms of baking a cake for a celebrity,
• 6:22
  Speaker 1: which one was the most nerve-wracking to do so? Because
• 6:25
  Speaker 1: looking at your list, I'm looking at people like Son,
• 6:28
  Speaker 1: for example, Lisa. Lisa especially is very particular to design
• 6:32
  Speaker 1: and all that. Was she the most nerve-wracking one or
• 6:35
  Speaker 1: was there
• 6:35
  Speaker 2: more? She was the most nerve-wracking.
• 6:37
  Speaker 1: I
• 6:37
  Speaker 1: can imagine, yeah, just a lot of pressure. She's also
• 6:40
  Speaker 1: the first.
• 6:41
  Speaker 1: Like celebrity because after half sisters was
• 6:45
  Speaker 2: Tony from LC Signs, so my friend actually hosted him
• 6:47
  Speaker 2: in Singapore. So yeah, and then he even collaborated both
• 6:52
  Speaker 2: of us, so it went very well. And then Lisa
• 6:54
  Speaker 2: was the scariest because it was 24 hours lead time,
• 6:57
  Speaker 2: so it's very rushed. And then
• 6:59
  Speaker 1: we had to double check like which Lisa, like Lisa
• 7:03
  Speaker 1: from Woodlands.
• 7:05
  Speaker 1: had to make sure it's not a scam. Well done, yeah.
• 7:08
  Speaker 2: And then, uh, yeah, we designed a cake based off
• 7:11
  Speaker 2: her company, uh, Outloud, and then she was like a
• 7:14
  Speaker 2: rock star, you know, so it's a metallic cake.
• 7:15
  Speaker 2: And then we never done metallic cakes before, like metallic
• 7:18
  Speaker 2: comb cakes, so we actually went to, so we kind
• 7:19
  Speaker 2: of screw up we screw up the first try, and
• 7:22
  Speaker 2: then we did, we did around two. So we did
• 7:23
  Speaker 2: 23 deer cakes. Wow, it's, it's all in the content.
• 7:27
  Speaker 2: It's quite cool. So
• 7:27
  Speaker 1: it is, yeah, it is. OK. We're gonna take a
• 7:30
  Speaker 1: very short break. When we come back, we would love
• 7:32
  Speaker 1: to hear more tea about all this, OK.