19/10/2025

ON SUNDAY October 19, 2025 theSunday Special V

J udges from Sweden, Singapore, Vietnam and Taiwan were impressed by both the creativity and the flavour. For Wong, the award was not just a personal milestone but validation that pineapple tarts could stand proudly on the world stage. “ Recognition builds trust and prestige. It makes people confident to choose us, whether for personal celebrations or corporate partnerships. Awards open doors – but at the heart of it, the product must still deliver,” he said. Beyond the tart A lthough pineapple tarts remain Swee Bee’s signature, Wong has expanded into complementary products, including cook ies, cakes, jams and even coffee, making them ideal for hampers and festive gifting. Special editions of the tarts now cater to specific life milestones, with designs like “ 囍 ” (double happiness) for weddings or “ 寿 ” (longevity) for birthdays. A nd innovation continues. This Mid Autumn Festival, Swee Bee launched a Dragon Ball mooncake – playful bite-sized mooncakes inspired by the legend of the dragon chasing the pearl. It’s another way Wong is blending tradition with creativity. A taste of home, a symbol of unity A t the end of the day, Wong’s vision is simple – for Malaysian pastries, starting with pineapple tarts, to be recognised

worldwide. He sees them as cultural ambassadors that tell our story through flavour and symbolism. “ I want people to feel warmth like coming home when they bite into a Swee Bee tarts,” he expressed. “ More than taste, it’s about evoking nostalgia, joy and connection. To know Malaysia is to know our pineapple tarts.” For Malaysians at home or abroad, that golden little bite is more than just a snack. It’s a heritage you can hold in your hand and one that’s now carrying Malaysia’s story to the world.

For Malaysians at home or abroad, every bite of a pineapple tart carries warmth, memory and connection.”

Each box is adorned with batik and songket motifs, turning every gift into a tasteful piece of Malaysian heritage.

“Every tart must be consistent, precise and filled with care. Beyond ingredients, it’s about baking with heart. That’s what makes the difference,” he said. A nd customers agree. Wong recalled one story of a woman who brought his tarts overseas as a gift for a friend. The moment the friend tasted it, she burst into tears. The flavour instantly reminded her of her grandmother’s baking. “ Moments like these remind me why I do what I do. Our tarts carry nostalgia, heritage and emotion,” Wong said softly. I n a market crowded with mass produced treats, branding has been key to Swee Bee’s success. The bakery’s packaging incorporates traditional batik and songket motifs, making each box a cultural keepsake. For personal or corpo rate gifting, the result is more than just a snack – it’s a piece of Malaysia wrapped in elegance. “Every box tells a story. We don’t just sell tarts; we sell meaning. When you gift a Swee Bee pineapple tart, you’re sharing a little piece of heritage and blessing,” Wong shared. Building a brand through challenges L ike many entrepreneurs, Wong’s journey hasn’t been smooth sailing. Starting in the food and beverage industry with a bakery and café, he eventually pivoted to focus solely on pineapple tarts during the pandemic. It was a bold move, but one that paid off. Swee Bee now operates in the heart of Klang and delivers nationwide.

Beyond ingredients, it’s about baking with heart. That’s what makes the difference.”

The biggest hurdles? Building brand trust, educating Malaysians that pine apple tarts aren’t only for festive seasons and handling logistics for such fragile products. But with persistence, Wong slowly changed perceptions, positioning pineapple tarts as versatile gifts suitable for all occasions. He credited storytelling and quality for helping Swee Bee stand out. “ The food business is tough. Competi tion is fierce and margins are thin. But if your product carries meaning, people will connect with it.” Winning gold at the Malaysia Culinary World Cup in 2023 was a turning point. Wong’s entry – a 3D cake called Ethnic Malaysia – celebrated the country’s mul ticultural heritage. It featured elements from Malay, Indian, Peranakan, Chinese and Iban traditions, with the pineapple tart as the unifying thread.

Wong’s creative twist is inspired by tradition, blending nostalgia with innovation.