Meet the Self-Taught Baker Behind the Viral Linlin Cake
Spreading joy
A frog holding a cup of matcha, blushy ducks floating through a whimsical pond, intricate lace piping—these charming details make a Linlin Cake creation instantly recognisable and beloved. During the Covid pandemic, self-taught Malaysian baker Charmaine Wong (who goes by Linlin online) found herself with more time on her hands like many of us and decided to dive head-first into the world of baking, and it didn’t take long for her creations to go viral.
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With the cake as her canvas, Linlin has created some jaw-dropping masterpieces such as recreating The Grand Budapest Hotel, Studio Ghibli-inspired scenery, and lush multi-tiered wedding cakes too pretty to slice. Fast forward six years later, Linlin Cake has garnered 185,000 Instagram followers, 385,000 followers on TikTok, and millions of views online, making her a favourite amongst Malaysian dessert lovers. We got to follow Linlin around for a day to witness her process up close, and what’s clear is that everything is a labour of love.
From waking up at the crack of dawn to bake her cakes (all freshly made every day) to painstakingly icing minute details, Linlin’s passion towards her whimsical creations has never waned. Her edible works of art have even reached beyond Malaysia, catching the eye of South Korean producers for a cooking competition show in which she joined earlier this year.
In the age of viral food trends, it’s easy for the next big thing to disappear as quickly as it arrives. But Linlin Cakes has proven it’s far more than a fleeting social media sensation. The beloved homegrown brand has built a loyal following through whimsical cake designs, vintage-inspired icing decorations, and desserts that feel as joyful as they are delicious.
This success has also led to another milestone: taking her online business from URL to IRL with her own physical shop. Linlin Cake Shop currently finds its home at the trendy hub, The Pocket, where customers can feast their eyes on her charming designs beyond a screen and, of course, enjoy a slice or two.
While every new creation is undeniably camera-worthy, it’s the thoughtful craftsmanship and distinctive personality behind each cake that have turned first-time customers into devoted fans.
Ahead, we caught up with Linlin to talk about her inspiring journey of growing Linlin Cakes as a one-woman business, what she has learned so far as a recent store owner, starring in a Korean cooking show, and what makes her cakes so special.
Take us back to six years ago when you were first starting out with Linlin Cakes. Did you already know you wanted to turn it into a business?
It was in 2020 during the second half of the Covid lockdown where it all began. At that time, I didn’t have a job, so I was freelancing with some fashion projects as I have a fashion background. Everyone was baking—I swear, we all had a sourdough phase! [laughs] I’ve always baked as a hobby from a young age such as cookies and cupcakes in these cute shapes, so making cute things has always been a part of me.
During this time, I baked a lot and eventually, I came across a South Korean shop online that sold cute, vintage cakes. I wanted to give that a try since I didn’t see any Malaysian bakers doing something like that.
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My first flavour was chocolate banana. It was a moist chocolate sponge cake with chocolate cream and banana slices. I posted it on social media and asked if I should start selling it and people were really supportive. And things just kicked off from there. I was constantly baking every weekend, churning out cakes. At first, I made small bento cakes because they were trending but eventually, my creations were getting bigger and bigger.
At the same time, I posted my process on TikTok and it grew really fast there. I would say that was where Linlin Cake truly started.
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When did you realise it was really taking off?
On TikTok, you could just see the engagement growing. Every video was increasing in views until one day, I even reached one million views. I was really excited seeing that. As an artist, you want people to accept what you do. It’s almost like a sense of validation that your work is appreciated by people. I feel like I’m someone who needs validation because it drives me to do better.
You’ve also posted about being a one-woman show. How were you handling the booming business on your own?
I wasn’t. [laughs] In the first two months, I was doing everything on my own such as baking, buying ingredients, washing, filming videos for content. I had multiple breakdowns. Because I was doing everything in my parents’ kitchen they saw how exhausted I was because I wasn’t getting enough sleep.
My parents are retired but they offered to help me, which I’m so grateful for. They helped me purchase groceries and my dad even learned to bake just to give me a hand. I taught him how to bake the cakes so I could focus on the social media side and decorating because that actually takes a lot of time since my cakes are super detailed. That setup went on for about three years before I moved into my own private studio. But they do still help me on and off whenever I need an extra set of hands!
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Linlin Cake is doing well as an online business. How did you decide to make that plunge to open a physical shop?
I always try to find ways to grow. Before my opening my cake shop, I moved out of my parents’ home to find a private studio. That was a whole new transition for me because now I officially have my own space. Then, I found an assistant baker who’s been helping me a lot. These steps really elevated my business to another level.
As for deciding to open a shop, I felt like I was on a plateau for quite some time. Things felt too stagnant; too comfortable. Some weeks were better and others were slow. I wanted to get out of that season I was in. I thought a physical shop would help me get out of that funk.
But at the same time, I didn’t dare to go too big. Behind Linlin Cake is just me. I don’t have investors or business partners. I’ve never had any structure for a commercial kitchen or went to culinary or business school. I’m a pure self-taught baker, so I wanted to take things slowly. Here at The Pocket, it’s small, manageable, and gives me room to learn and adapt. If I had an actual cafe, it would be much more difficult for me to do that. I know some things could have a period of virality and then get slower. So I don’t want to rush into trying to grow the business too fast.
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It must get tiring as a business owner doing everything. What motivates you to get up every morning to do what you do?
Honestly, I’ve only opened my shop for about a month now and there are days I feel like I want to give up. [laughs] I’m so tired and things are tough. There are also so many problems behind the scenes that customers are not aware of. One day, I can suddenly encounter five problems and I’ll feel very overwhelmed. But I’m a strong person. I know that to get out of my comfort zone, I have to be uncomfortable. Right now, this is the uncomfortable state I have to be in and the only way out is through.
I think about the fact that I’ve already been doing this for six years. I don’t want it to go to waste. I’ve built so much for this and I need to make sure it stays that way. [laughs] I feel like I have a problem letting go as well. Finding the right person in the team is important to me. I’ve interviewed a lot of people and so far, I haven’t found the right fit. It’s a Virgo thing!
For people who don’t understand the art behind your work, how do you respond to that?
Cake decorating has been trending lately. A lot of people overseas are creating whimsical cakes, it’s nothing new. But there is a difference, from the way they pipe and the type of cream they use, each element makes up how the cake looks at the end. People can watercolour, but every painting will look different because of how the artist does it, right?
I have a fashion background. When we do designs, we sketch them out and show them to our lecturer. I do the same thing with my cakes. If a customer wants something like a garden, I will look for inspiration, sketch it out, think about the piping, colours, and then present it. So it’s really the process of creating these cakes where I’m creating something new.
That’s why when I started seeing people replicating my designs, it was a huge challenge for me. I know Linlin Cake is on the pricier side, but I price my cakes for its artistic value. If other people are simply copying my designs and selling them for a lot less, I may lose customers to people who don’t see the value in my art or think “it’s just cake” and go for a cheaper alternative.
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Do you find yourself getting more of those comments after opening your shop?
Yes, definitely. It’s been hard going commercial. People who find me understand what I create. They watched my videos, saw my processes, and know my story well. But with my shop, there are a lot passerbys who don’t know me or the journey of Linlin Cake. So they may not understand why my cake slices are expensive. But at the same time, I can’t lower my prices because of the effort that goes into them.
Social media is scary. With every video that goes viral, I’ll have people posting negative comments about my flavours or the price. As someone who started doing this from all the positive, supportive comments I received, and now getting many more negative criticisms, it did make me question if I was going in the right direction. It is hard sometimes reading those comments, especially as an artist. But I have to remind myself that it’s all subjective and not everyone will be able to resonate with what I do. I know Linlin Cake is special because of my art and creativity, and that’s the most important thing.
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From six years ago until now, what has been the biggest evolution for Linlin Cakes?
My skills, definitely! I’ve been making so many cakes, so I literally practice everyday. [laughs] That’s how I got to where I am today and honed the style I have right now. Back when I first started with custom designs, I did whatever the customer wanted. But I realised I didn’t like doing that. I rather have the freedom to create something I enjoy. I don’t want Linlin Cake to be a normal cake shop, but a creative, art-focused bakery.
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Your skills have also caught the attention from South Korea. Tell us about starring in Viu’s Bite Me Sweet!
Around October last year, the producers sent me a DM and I thought it was a scam! [laughs] But after meeting the writer of the show in a Zoom call and learning about the show, everything looked legitimate. Funnily enough, they asked if I was married. Bite Me Sweet has a dating concept on top of baking, so would be partnered with a Korean rising star. I was paired with Cha Joo Wan.
There were a total of five bakers from Southeast Asia, including me. I represented Malaysia while the others came from Indonesia, Thailand, Philippines, and Hong Kong. I flew to South Korea in February all by myself. It was winter and we’re all from tropical countries, so we were absolutely freezing. I remember battling with butter the whole time because it was rock-hard! I was painting with frozen butter and spent around 12 hours on one of my cakes.
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How would you summarise the experience?
It was a once-in-a-lifetime opportunity. The whole experience opened my eyes to the world of baking and being a pastry chef. I’ve never done anything else so seriously other than cakes. So I felt intimidated because everyone else was very experienced in all sorts of pastries. They had certificates and went to culinary school while I’m just a home baker. It made me realise I should upskill if I really want to stay in this industry. Aside from that, it was a really good experience.
Lastly, what can you say to the people who supported you all these years?
At the end of the day, I’m just a girl trying to spread joy and positivity with my cakes. Thank you for believing in me. I’m so grateful for your patience as I learn how to grow my business. Please continue to support Linlin Cake!
For more inspiring stories about Malaysian founders, head here.
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