Food in Malaysia is more than just what’s served on the plate—it’s a living mosaic of culture, identity and increasingly, content for social media. No one embodies this intersection better than Xiao-Ly Koh, chef and founder of Xiaobycrustz, whose captivating French pastries have steadily enamoured taste buds and Instagram feeds alike. With over 14 years in the F&B industry, a veteran of her craft, Xiao-Ly’s journey is pragmatic yet artistic, staying true to her entrepreneurial spirit.
Her Fascination With Crusts
“I see myself first and foremost as a chef,” Xiao-Ly explains. Her journey began at a time when French pastries were unfamiliar territory for most Malaysians. “In 2012, French pastry was not trending here. People weren’t really educated about mousse cakes or the textures of European patisserie.”
Xiao-Ly started by offering familiar treats that Malaysians knew and loved such as customized cakes and cupcakes to gain trust and credibility. Gradually, she began introducing customers to French cakes, educating their palates one event at a time. “I’d sneak a mousse cake into a wedding dessert table, themed for the occasion, and tell clients, ‘This is something new and special for your event.’ That sense of exclusivity helped slowly build acceptance.”
Xiao-Ly ran her business from home before opening her first shop in 2016 where every product is made in-house. “I had to learn retail on a very steep slope—managing staff, dealing with customers, accounting, and marketing—all while continuing my craft.”
What French Pastries Are Not
At Xiaobycrustz, French pastries are not just cakes—they are multi-sensory experiences built from layers of mousse, sponge, jelly and crunchy bases. “French pastry is about different textures in one bite. It’s not just a sponge and cream—it’s excitement and balance,” Xiao-Ly shares.
Crucially, presentation serves a purpose. “We garnish with intent. Instead of merely decorating, we add elements to enhance taste and protect the cake.” Whether it’s a chocolate crunch or a glaze that shields the cake’s surface, every detail is deliberate. “Visuals are as important as taste today. The first step is to attract with appearance, then win the customer with flavour.”
The Passion and Practicality Balance
Being both an artisan and entrepreneur presents a constant balancing act. “Just passion is not enough—you need to be able to sell what you make to keep the business going. Sometimes that means creating cakes that people want, not just what I want.”
Xiao-Ly’s strategy is to push boundaries gently, always listening to feedback. “I’ll introduce something familiar and something adventurous. Over time, this builds confidence and openness. Malaysians are spoiled for choice, and social media means trends change fast. You have to adapt sometimes even with seasonal menus or quirky local twists like kopitiam flavours or Ghibli-themed cakes.”
The Love-Hate Relationship With Social Media
Instagram has been pivotal for Xiaobycrustz’s branding and visibility. “Most of our recognition comes from Instagram, especially post-COVID. If you’re not online, you’re nearly non-existent.” But she cautions against letting trends dictate everything.
“Social media should support your business, not define it. I want customers to come not just because a cake is pretty on our IG feed—but because it tastes good and brings them joy. Trends like burnt cheesecake or tiramisu come and go. If all you offer is the trend, your business won’t last once the fad fades.”
Marketing at Xiaobycrustz is deeply personal. “Many designs have a story like a link to a favourite movie or a nod to Malaysian flavours. When customers relate to these stories, they’re more likely to try something new, even if it’s unconventional, like a raspberry and bell pepper sorbet.”
Burnout and the Realities of Entrepreneurship
Running a patisserie business is far from glamorous. “In the early days, I’d be up at 2am wondering why I was still working. The F&B industry is labour-intensive, physically draining and sometimes emotionally taxing. Over the years, I learned to view challenges as a journey, not a battle.”
Burnout is a reality, so pacing is vital. “It’s a marathon, not a sprint. I’d rather build legacy than chase trends.”
Xiao-Ly credits her progress to relentless learning and a supportive team. “There’s only one of me, but I have a great team. We bounce ideas constantly and they’ll tell me when a flavour’s too weird or how to adjust ideas.”
She draws inspiration everywhere—from travels, Instagram to collaborations with other chefs. “It’s important to keep learning. I want my business to be around for the long run.”
Advice for Aspiring F&B Entrepreneurs
- Persevere Beyond Passion: “Loving what you do keeps you going, but it takes grit to survive in F&B.”
- Stay Flexible: “Balance artistic ambition with customer needs. Listen to feedback.”
- Use Social Media Wisely: “Be present, but let your products speak for themselves.”
- Never Stop Learning: “Exchange knowledge, keep experimenting, and don’t fear change.”
Whether online or off, Xiao-Ly invites everyone to try a little bit of everything. “I want my creations to be approachable, something everyone can enjoy. ‘Quality over quantity’—life’s too short for bad cake!”