1997: SECRET RECIPE

From humble beginnings in a Petaling Jaya neighborhood to becoming a household name across Southeast Asia, Secret Recipe is one of Malaysia’s most successful homegrown F&B stories.

Here is a breakdown of its history and growth:

The Humble Beginnings (1997)

• Founder: Secret Recipe was founded in 1997 by Datuk Steven Sim (who, interestingly, was a hairdresser before entering the F&B world).
• First Outlet: The very first cafe opened in SS2, Petaling Jaya.
• The Team: It started as a small family operation with just four staff members, including Sim and his three nephews who were qualified bakers.
• The Concept: At the time, Malaysia lacked "casual lifestyle dining." Most places were either traditional coffee shops or fine dining. Secret Recipe filled the gap by offering a space where people could enjoy premium cakes and fusion food in a comfortable, modern setting.

The Big Break (1998–2000)

• Award Winning: The brand gained massive popularity after winning the Best Cheesecake award at the Kuala Lumpur Cake Competition in 1998 for its Marble Cheesecake.
• Franchising: After testing the business model for three years, Sim began franchising to friends in 2000 and eventually opened it to the public in 2001.

Rapid Expansion & Halal Certification

• Halal Status: In 2004, Secret Recipe officially obtained Halal certification from JAKIM. This was a pivotal move that allowed the brand to become a staple for all Malaysians and paved the way for expansion into other Muslim-majority countries.
• Going Global: The brand expanded quickly into Singapore (1999), Indonesia (2003), Thailand (2004), and China (2007). Today, it has a presence in over 10 countries, including the Maldives and Bangladesh.

Key Milestones

Year	Milestone
1997	First outlet opened in SS2, Petaling Jaya.
1998	Won "Best Cheesecake" award; business boomed.
2004	Received official Halal certification from JAKIM.
2014	China’s Fosun International invested RM210 million, becoming a major shareholder.
2016	Launched the Hokkaido Baked Cheese Tart brand, which became a viral success.
2023	Celebrated the opening of its 350th outlet in Malaysia at 1 Utama.

Fun Facts

• The Name: Datuk Steven Sim reportedly chose the name "Secret Recipe" after it came to him in a dream.
• Beyond Cakes: While famous for cakes, they are equally known for "fusion" dishes like their Laksa, Tom Yum, and Chicken Cordon Bleu, designed to cater to the local Malaysian palate.
• Market Leader: As of early 2026, the brand remains the largest cafe chain in Malaysia, with plans to surpass 400 outlets by the end of the year.

Google Gemini AI

2/2/2026: 2.58 p.m