CNA938 Rewind - Eat, Drink, Singapore - Joyeful Bakes
If you’ve ever found yourself craving a thick, gooey cookie, you’re not alone and one homegrown brand riding that wave is Joyeful Bakes, known for its hearty, indulgent bakes and creative flavour drops that often sell out fast. What started as a passion project has quickly grown into a loyal following online, tapping into Singapore’s love for small-batch, handcrafted treats. Cheryl Goh speaks with Joye Hannah Lee, Founder of Joyeful Bakes to find out more about what it takes to turn a hobby into a must-try name in the dessert scene and what’s next for brands like this in an increasingly crowded market.