Some stories begin with a spark so small you could almost miss it. For Esther Kim Sim, it was a simple piping bag in a secondary school cake-decorating competition. That first swirl of buttercream planted a lifelong fascination with the artistry behind food, and over the decades, it would lead to one of Singapore’s most enduring heritage dessert enterprises.
Before she became the founder of Cooking Art Industries, Esther worked as an airline representative. But even then, her holidays were not for rest; they were for learning. She spent her free time travelling abroad to attend short courses in cake decorating and baking, carefully collecting certificates that marked quiet, self-funded hours of study. “I would complete programmes and collect certificates that marked hours of quiet, self-funded study,” she recalls.
That persistence found its first opportunity when a friend, who owned one of Singapore’s earliest culinary schools, decided to exit. Esther stepped forward.
From Classroom to Kitchen: Building from Scratch
Her first venture, aptly named Cooking Art, began as a baking and culinary school that “symbolised the artistry behind cooking and baking.” Resources were tight, but Esther was determined. “We began with limited resources and built up slowly over time,” she says, remembering how she travelled around Singapore to buy tiles and materials to assemble the first kitchen herself.
Cooking Art soon became a hub for both local and international culinary voices. Esther invited respected chefs like Baba Jolly Wee, a household name on local television, and even a renowned sugar artist who had once worked on Princess Diana’s wedding cake. With the Singapore Tourism Promotion Board (then STPB), she also developed a “Taste of Singapore” curriculum that introduced tourists to local flavours and food culture.
But as much as she loved teaching, the market wasn’t ready for the long, professional programmes she envisioned. “The cooking school eventually had to close,” she explains. Visa constraints for international students were another barrier.
What could have been the end of a dream became the seed of another, one rooted not in theory, but in taste.
Finding Her Lane: Where Tradition Meets Opportunity
The turning point came from a chef’s request. “The pastry chef from The Rose Veranda Shangri-La called me and asked if I could make kuehs for them,” Esther recalls. “My first bill was $37.50.”
Her Pulot Tai Tai, also known as Pulot Tekan, was a hit. Soon came more orders: Ondeh-Ondeh, Kueh Ko Swee, Kueh Ubi Kayu, Ang Ku Kueh. “The market began to hear about it and contact me,” she says. Raffles Hotel followed shortly after, and “the rest is history.”
These early collaborations didn’t just revive her career; they reshaped hotel dessert menus that once offered only éclairs and fruit tarts. “Shangri-La was our first client, and our kuehs shook the market,” she adds proudly.
But for Esther, it was never only about commercial success. Her Peranakan roots (a blend of Malay, Chinese, and Indonesian influences) gave her a deep respect for heritage food. “Our business is centred on preserving Singapore’s culinary heritage with traditional desserts and cookies,” she explains. “Our food is vast and diverse, and it must be preserved for future generations.”
Family, Heritage, and Resilience
The pivot from culinary school to kueh manufacturing led to the creation of beloved brands like Dona Manis Cake Shop, home of the famous banana pie, and later Rainbow Lapis, which launched during the SARS period as a heritage confectionery brand.
Esther’s daughters eventually joined the business, adding structure, youthful energy, and digital innovation. “My daughters introduced a lot of standards throughout administration and operations, and brought in younger people who brought new life to the company and the bottom line,” she says.
Her daughter Claire Ariela helped the brand reach new heights, literally. Their kuehs were presented at the Trump–Kim summit, where delegates from around the world got a taste of Singapore’s local heritage desserts. Claire also personally hand-carried their pandan chiffon cake to London, where it won a 2-Star Award, timing the bake-to-airport journey to preserve freshness.
Preserving Culture Through Innovation
Esther and Claire’s approach blends respect for tradition with a spirit of innovation. They pioneered wrapping kuehs in pandan leaves for presentation, created a camouflage chiffon cake for SAF Day, and even designed a National Flag Cake that went viral on social media every National Day.
They also launched the Kueh Kueh Symposium, collaborating with fellow makers to celebrate Singapore’s rich culinary heritage. “Awards and symposiums are milestones,” Esther reflects. “But the real work is preserving what our ancestors built and making sure it remains alive in modern Singapore.”
Culture in Practice: A Family Beyond Blood
“A business or a company is like a big family,” Esther often tells her staff. “You spend long hours at work — you need each other.”
That belief shows in the stories she tells: hiring a 16-year-old pregnant girl living in a shelter, or offering dignity to a manager recovering from cancer by giving him light work and a small paycheck. “Make a difference in somebody’s life. That, to me, is an achievement,” she says simply.
The company culture prizes humility, openness, and unity. “If you don’t know, ask,” Esther reminds her team. When the business had to relocate three times in six months, not a single staff member left – proof, she says, that “your ability to get through tough times is built in good times.”
People as Promise, Not Resource
Both Esther and Claire believe in growing people, not just products. “Seeing potential in people is a double-edged sword,” Esther admits. “Some become real gems; others take time and patience.” Yet, many have stayed for decades or even returned because of the care they received.
Claire ensures that every manager understands the company’s culture: “You’ll meet people who are still learning to communicate or present professionally. Don’t judge; grow together.”
Recognition is both symbolic and heartfelt, like the genuine silver coins given to long-serving staff, a token “that retains value.” “A word of encouragement is very encouraging,” Esther says with a smile.
Craftsmanship, Sustainability, and Social Good
Cooking Art’s kitchen is a small ASEAN in itself – staff hail from China, Malaysia, Indonesia, Vietnam, Myanmar, and India. “Over time, everyone picks up pieces of each other’s languages,” Esther laughs.
Training remains hands-on. “Some things in our craft, you have to feel the touch with your hand,” she insists. Machines may speed things up, but never at the expense of taste or tradition.
Still, Esther embraces progress where it fits, from semi-automation to digitalised operations and eco-friendly packaging. “We switched from styrofoam to biodegradable boxes, even though it costs more,” Claire explains. “It was the right thing to do.”
Their sustainability ethos extends beyond packaging. They upcycle food waste, collaborate on national food waste standards, and distribute unsold bread instead of discarding it. Esther also launched a trading company in Chiang Mai to source organic ingredients directly from farmers, aligning with Singapore’s Green Plan and food security goals.
The Kampung Spirit Lives On
When the family acquired Sembawang Confectionery, they inherited more than a bakery. “The neighbourhood was underprivileged,” Esther recalls. “Many elderly residents lived alone. We kept prices low to make essentials affordable and reminded our staff to take time to talk to them.”
The choice to serve rather than just sell turned the bakery into a community hub. It’s a living example of how heritage, business, and kindness can coexist in modern Singapore.
What the Spirit of Enterprise Means
For Esther, the answer is simple. “We treat customers, suppliers, and service providers as partners and friends. If there’s a problem, we fix it. If they report an issue with a product, we replace it. It’s as simple as that.”
Her advice to aspiring entrepreneurs echoes her life story: “If you have a dream, chase it. Don’t be afraid to fail. Don’t lie on the ground blaming others — stand up and try again.”
As Singapore approaches SG60, she reflects with quiet pride. “I take pride in how far we’ve come as a tiny nation. We are a miracle, and I’m part of it. Our mixed roots make us stronger — just like a rojak dish, each of us brings our own flavour to the table.”
Through it all, Esther’s hands, which once held a simple piping bag, continue to shape not just kuehs but also a living legacy of Singapore’s culinary heritage.
Website: https://donamanis.com/
AUTHOR BIO
ALAN KOH
Alan Koh is the Founder and CEO of Impossible Marketing, a group of companies renowned for hyperlocal marketing strategies tailored to businesses in Singapore. His professional journey began in the banking sector, where he quickly rose through the ranks, garnering eight industry awards in just four years.
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