I’ve always been intrigued by the delicate beauty of madeleines. There’s a reason why their petite, scallop-shaped form and buttery flavour have captivated taste buds for centuries.
But there were still surprises to be discovered, such as when I stumbled upon Bliss Curation’s unique take on these classic treats. Their blend of sweet and savoury flavours was a refreshing departure from the norm.
From the classic sweetness of matcha pistachio, the unexpected umami of hojicha and chestnut to the spicy kick of kimchi and bacon, Bliss Curation’s madeleines intrigued me.
So, I reached out to learn more about Bliss Curation’s story. It was then that I discovered their madeleines were just a small part of a broader, more significant offering: their festive gift boxes.
The story of three minds behind the business
The heart and soul of Bliss Curation are Lian Zhi, her sister-in-law Jinn, and her brother Gim. Each brings their own skill set to the table, making their collaboration as harmonious as it is delicious.
Jinn, who grew up in a family of bakers and has spent over a decade in the F&B industry, leads production with her refined pastry skills.
Gim, a talented food and product photographer, oversees the creative aspects of the business, ensuring that every product not only tastes great but looks picture-perfect.
With her background in ecommerce and FMCG, Lian Zhi manages marketing and operations while balancing her food styling career.
Together, they’ve turned what started as a part-time gig into a full-time venture, driven by a shared love for gifting and culinary creativity.
A tradition of thoughtful gifting
Lian Zhi’s mother, who cherished the art of gifting homemade treats, inspired Bliss Curation.
“My mum has always been someone who loves gifting. She taught us from a young age to make food and share it with friends and family. This tradition of thoughtful giving naturally evolved into the idea of starting a business,” Lian Zhi shared.
Even the brand’s name reflects the brand’s vision of becoming a food gifting provider. “Bliss Curation’s brand name in Chinese is “yuèlǐ”, which means the joy of gifting,” she said.
It was this family tradition, combined with the strengths of the trio, that led to the launch of their first project—the Mid-Autumn Gift Box.
Since their debut with the Mid-Autumn Gift Box, Bliss Curation has been on a roll, launching a series of meticulously crafted gift boxes for various festivals.
From the Cookie Discovery Box, featuring nine distinct cookie flavours, to the Dynasty-themed Chinese New Year box infused with Earl Grey Tea, each product tells a story.
The team’s commitment to innovation is evident in their seasonal creations. For instance, their Earl Grey’s Rhapsody box for Chinese New Year was a hit, showcasing five types of cookies all infused with the subtle flavours of Earl Grey tea. The box was a nod to the elegance of blue and white porcelain, merging tradition with a modern twist.
“Creating these boxes isn’t just about putting together tasty treats,” she said. “It’s about the whole experience—from the concept to the packaging to the moment the box is opened. We want each product to evoke the joy of giving and receiving.”
“Our gift boxes are very conceptual, and we’re proud of that. We love experimenting with unique flavours and want to offer a complete experience, not just a tasty treat.”
The challenges
Running a business like Bliss Curation is not without its challenges. The biggest hurdle, according to Lian Zhi, is manpower.
“Since we’re home-based, space and capacity are limited. We rely heavily on our family to help out, but as we grow, we’re planning to set up a dedicated baking studio by next year.”
Another challenge is balancing the demand for their unique, seasonal products with the need to maintain a sustainable business during non-festive periods.
“Our festive gift boxes are our bread and butter, but we’ve also introduced non-festive items like madeleines, mochi buns and cookies, which have [been] well-received at events and gatherings,” Lian Zhi explained.
The team starts with a basic version of each product, and then experiments with flavours until they achieve the perfect balance.
“Usually we will go through each flavour, fine-tuning them one by one. For example, initially, when we first started, kimchi wasn’t infused in the batter. It was just a topping, and we noticed it didn’t gel well. Then we re-tried and infused it in the batter itself, and it turned out pretty good.”
Although the madeleines initially caught our attention, Lian Zhi noted that they are not the brand’s signature product. “To be honest, we don’t really see much demand for madeleines, but sometimes we create demand where there wasn’t any before,” she said.
Expanding horizons
Initially, they handled all deliveries themselves, but as demand grew, they began using courier services.
“Using courier services involved a lot of stress tests,” Lian Zhi recalled. “We had to make sure our products could withstand the journey.”
Their efforts paid off, as Bliss Curation’s reach has extended beyond Malaysia.
Their festive boxes have made their way to places as far as Australia and Indonesia, carried by delighted customers who couldn’t resist sharing the joy back home.
“One customer brought ten boxes back to Perth when she came to Malaysia and even sent us a picture of a picnic she had with her child. That’s the kind of impact we aim for,” shared Lian Zhi with a smile.
With a self-funded start of RM8,000 and a modest but growing customer base, they’ve managed to carve out a niche in the competitive world of festive gifting. Lian Zhi hopes that their focus on quality, creativity, and the joy of giving can keep setting them apart from the rest.
Maintaining the joy of gifting
Bliss Curation is still in its early stages, but the team has big plans. They remain focused on festive gift boxes, which have become their signature offering.
“Our goal is to keep things fresh and fun,” said Lian Zhi. “We want to stay competitive and eye-catching, even outside the festive seasons.”
The company keeps up with R&D, particularly for upcoming festive seasons like Christmas and Chinese New Year. They see this as part of their ongoing business operations.
They are also exploring new avenues to increase brand awareness by participating in local weekend markets—something they haven’t done before. After a year online, they believe expanding to offline markets will broaden their audience.
Looking ahead, the company plans to expand its customised gifting segment and launch a dedicated website. They believe developing a website would be a significant step forward, and plan to launch it once they have the space and capacity to handle a larger volume of orders.
“Currently, we process the order through Google Forms. It’s definitely a very user-friendly tool that helps the small business to be more structured. But there are very limited features that we can use,” she shared.
As they continue to grow, the trio behind Bliss Curation remains committed to their mission. “We’re still a three-person team for now, but we’re excited about what the future holds,” Lian Zhi concluded. “We’ll keep experimenting, keep innovating, and most importantly, keep sharing the joy of gifting.”
- You can learn more about Bliss Curation here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Bliss Curation
