Secret Recipe: How a cake icon from the 90s continues to win hearts

Since opening its doors in 1997, Secret Recipe has grown from a humble cake shop into a household name across Malaysia. Known for its iconic chocolate indulgence cake and cafe comfort, the brand holds a nostalgic place in the hearts of many Malaysians.

However, in an era where viral food trends, TikTok cafes, and short attention spans dominate the landscape, how does a legacy brand like Secret Recipe continue to resonate, especially with Gen Z and younger millennials?

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A+M sat down with Evelyn Lee, head of marketing at Secret Recipe Cakes and Café, to learn how the brand is blending tradition with transformation in its next chapter.

A brand that grows with customers

Secret Recipe’s longevity hasn’t been by chance. For Lee and her team, honouring the brand’s legacy is just as important as making it relevant for younger consumers. She said:

Our legacy is the foundation of customer trust. That deep-rooted familiarity is something we cherish, and we leverage it to bridge generational gaps.

"It ensures that Secret Recipe feels comforting and traditional to older customers, while also appearing fresh and engaging to the younger generations," added Lee. 

That evolution comes through a strategic mix of content, culture, and collaborations. While the brand still draws its older fanbase with classic flavours, it’s now engaging the youth via trend-driven content on TikTok, Instagram Reels, and even Xiaohongshu (also known as Rednote), a Chinese-language social platform gaining traction with younger Malaysians.

Rather than simply keeping up with the latest digital trends, Secret Recipe is also branching out into lifestyle collaborations, often in unexpected ways.

Recent standouts include a Raya collection with local fashion label Bayu Somerset that saw baju kurung (traditional Malay dress) designed with cake-themed prints. The brand also partnered with Nita Cosmetics for lipsticks inspired by its iconic cake flavours, and with Wunderbath for a red velvet bath bomb and chocolate indulgence lip balm.

“These initiatives allow us to extend the Secret Recipe experience and identity into new lifestyle categories,” Lee explained.

Cross-industry F&B collabs have also been key, including a red velvet series with Tealive and a zero chocolate indulgence creation with Santan. On the product front, Secret Recipe also rolled out smaller 6-inch whole cakes to match the lifestyle of modern consumers who prefer more intimate celebrations.

Building buzz with digital-first thinking

Social media is at the heart of Secret Recipe’s reinvention. Recognising that younger audiences crave authenticity and fast, visual content, the brand has shifted from polished visuals to relatable storytelling that mirrors the language and habits of Gen Z.

“We’re always on the lookout for trends, popular memes, and significant cultural moments,” Lee said.

By speaking the same language as our audiences, it ensures that Secret Recipe remains current, relevant and engaging for the digital demographic.

This approach has helped Secret Recipe create “thumb-stopping” moments online. Snackable, emotional content that performs well on platforms like TikTok and Instagram Reels. Strategic influencer partnerships further amplify the reach. Malaysian actress and young mother Mira Filzah currently serves as brand ambassador, bridging family values with modern digital culture.

Despite its success, Secret Recipe isn’t immune to the challenges of a fast-moving market. Lee cites three major hurdles: competing with trendy Instagrammable F&B outlets, capturing attention in saturated digital feeds, and meeting rising expectations for digital convenience.

Rather than chase every trend, the brand takes a curated approach by collaborating selectively, introducing innovative seasonal products, and maintaining a digital infrastructure that meets modern demands. Upgrades to its mobile app, in-store QR ordering, and personalised promotions ensure a seamless experience across physical and digital touchpoints.

"Younger generations, in particular, grew up with technology and now anticipate smooth, intuitive digital experiences in every aspect of their lives. Any friction in the digital journey can quickly lead to customer frustration and abandonment," she explained.

Nevertheless, nostalgia still plays a crucial role in the Secret Recipe brand. Long-time customers often recall childhood birthdays and family gatherings centred around its signature cakes. That emotional connection remains, but the storytelling has evolved.

“For Gen Z, we tell these stories in short, visual formats which are 'snackable' and shareable,” Lee shared.

It’s about bridging our heritage with a contemporary appeal.

The secret recipe to staying power

Looking ahead, Secret Recipe is gearing up for a major IP collaboration with a beloved Malaysian brand. The three-month campaign timed with Merdeka, Malaysia Day, and the brand’s 28th anniversary, will include limited-edition packaging, in-store décor, collectibles, and exclusive gifts-with-purchase.

“It’s our biggest initiative yet,” Lee said. “And it’s designed to engage not just Gen Z and Gen Alpha, but to celebrate with Malaysians of all generations.”

At the core of Secret Recipe’s strategy is balance. Honouring tradition while inviting transformation.

"The includes upholding quality and being easily accessible to our consumers above all else. We're always cognizant of preserving the brand's trusted quality in everything we do, even as we innovate our offerings," said Lee. 

From nostalgic birthdays to modern brand collabs, Secret Recipe’s secret might just be its ability to grow together with its customers, one layer at a time.

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