As the founder of Jim’s Recipe, Jim Wong takes great pride in his nationality and ethnicity as a Malaysian Chinese. At 36 years of age, he has close to 20 years of experience in baking, all thanks to his family’s love for food that influenced his culinary passion.

For Jim, baking has been his calling in life since he finished high school. From baking to coaching to planning, he single handedly managed every level of operations at Jim’s Recipe, including devising and perfecting his own sponge cake recipe (hence the brand name). Jim’s desire to learn drove him to places like Singapore, Brunei, Taiwan, China... All over the world, his passion for culinary knowledge knows no bounds.

After achieving massive success in Malaysia, Jim decided to combine his recipe of love with his love for China, and venture to the land his ancestors called home to fulfil his lifelong dream of starting a business in China. Perhaps it stems from a childhood longing to visit this foreign homeland, Jim’s idea of expansion was one fueled by nostalgia but succeeded by effort. With Foshan, Guangzhou as the headquarters for Jim’s Recipe’s in China, the business has grown steadily throughout the country. But what didn’t change was the passion and vision behind the brand, the determination to keep things original and free from additives and preservatives so every bite served is always healthy.

In Jim’s heart, a simple slice of cake represents his love for his homeland and his feelings for China, the land his ancestors called home. Just like the sincerity of his feelings, our cakes are also simple, original and memorable.