Fashioning a stylish red cocktail dress, Kelly Chan, more popularly recognized as ‘Spoon’ on social media platforms, initiates a narrative that seamlessly blends her influencer lifestyle with a fascinating culinary journey. Known for her style, Spoon has branched into the food scene with the launch of her online food brand, Rumah. Born from her collaboration with food consultant Mel Ng, Rumah aims to celebrate Indonesian cuisine with a twist tailored for the Instagram generation.
With over 140,000 followers on Instagram, Spoon’s venture into the culinary world was anything but quiet. Since its soft launch in April, Rumah’s single product, Kue Lapis, a traditional Indonesian dessert, has achieved cult status. Each time the delicacy is available for pre-orders online, it sells out within minutes.
Kue Lapis, translating to “layer cake”, is a steamed dessert composed of 18 thin layers of coconut and pandan rice flour cake. Spoon’s Kue Lapis captivates food lovers and Instagram users alike with its visually appealing gradient of color from emerald green to rice white. A special edition with vibrant rainbow hues was also launched during Pride Month.
Creating this Instagrammable delicacy involves an intensive and time-consuming process, from steaming each layer individually to a crucial slow cooling phase that takes up to six to eight hours. Spoon emphasizes the perfect balance of pandan and coconut milk flavors for an authentic Kue Lapis experience. She also includes a secret ingredient to add an extra touch of rice-like aroma to the cake.
Interestingly, despite her Indonesian heritage, Spoon did not always appreciate Kue Lapis. She recalls her childhood experiences with the sweet treat as overly greasy, cakey, and sweet. However, her initial dislike for the dessert was precisely what prompted her to reinvent it when she started Rumah.
Rumah, which means ‘home’ in Indonesian, is more than just a culinary venture for Spoon. It is a personal journey through her cultural roots and family history. The launch of Rumah became a lifeline for Spoon, helping her deal with the grief of losing her father and grandmother within a span of four years.
Through the process of developing and nurturing Rumah, Spoon found a path to rediscover herself, embracing her Indonesian-Chinese heritage. As an influencer with a large following, she also saw the potential to use Rumah as a platform to celebrate Indonesian culture and challenge its misconceptions.
Rumah has transformed Spoon’s journey as an influencer. From being a style icon, she has evolved into a culinary entrepreneur, intertwining her personal narrative with her professional venture. The story of Rumah and its celebrated Kue Lapis symbolizes Spoon’s identity, her roots, and the rich cultural heritage she so proudly represents. It is a testament to the unique blend of her Chinese and Indonesian background, demonstrating the powerful intersection of food, culture, and personal identity.
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