What does it mean to carry the torch of a family business? The founder of Santan by Auntie Bedah shares from the heart.

This story was first featured on Majulah Melayu SG

Some of my earliest memories are not of playgrounds or cartoons, but of steam rising from trays of kuih and the quiet rhythm of hands at work.

 While other children spent weekends outside, I helped pack orders and prepare ingredients. At the time, I thought I was missing out. I didn’t realise I was being shaped by a heritage that would one day define my life. 

Today, I carry that heritage forward. I am Dirah Hassan, a mother of two and the founder of Santan by Auntie Bedah. What began as helping in the kitchen has become my purpose: preserving traditional flavours and sharing them with a new generation.

The story behind Auntie Bedah 

Auntie Bedah is my mother. She is well known in Bukit Batok for her kuih-making and for teaching small home-based classes. Her recipes and dedication to traditional methods earned her deep respect within the community. 

When we revived the business, we chose to honour her name so her friends and former customers would remember the flavours they loved. It is our way of preserving a legacy that began in our own home. 

Food as memory, comfort and healing 

I believe that traditional kuih are more than desserts. They carry memories. Older customers often reconnect with their childhood through our food.

One customer shared that his father had longed for traditional kuih, and after finally tasting them again, he passed away shortly after. The family later thanked us for giving him one last moment of joy. That stayed with me. Food can comfort. It can heal. It can bring closure. 

Younger customers experience something different: discovery. When children point at colourful layered cakes and ask their parents to buy them, I see curiosity. That curiosity keeps heritage alive. 

I honour traditional recipes but refine them for modern tastes, reducing sweetness, softening textures, and enhancing creaminess, so they resonate with today’s generation. 

The invisible work behind tradition 

Running a traditional food business is not romantic. It is labour-intensive, physically demanding, and often lonely work. Many young people enjoy eating kuih, but few want to learn the craft.

Traditional methods require patience and precision in a world that values speed and convenience.  Manpower challenges remain one of our biggest struggles. Still, authenticity matters to me. Preserving tradition means choosing the harder path.

A family effort, a mother’s heart 

Balancing motherhood and entrepreneurship is a daily challenge. My children are nine and six. I involve them in the kitchen so they understand the effort and love that go into food. 

My husband supports the business in countless ways. My parents offer guidance and prayers. My siblings also lend their support, helping out whenever needed. Their presence reminds me that this journey is not mine alone. Without family, this journey would not be possible. 

Meeting people, building community 

Because I do not have a permanent storefront, meeting customers face-to-face is deeply meaningful. Through events organised by Adi Media, including Celebfest Ramadan and Twilight: Flea & Feast, I meet long-time supporters and new customers discovering traditional kuih for the first time.

Some arrive with pre-orders. Others return just to say thank you. These moments remind me that food is a connection. It bridges generations. It starts conversations. It builds community.

More than a business

Santan reflects the coconut milk central to traditional Malay cuisine. Auntie Bedah honours the heritage and craftsmanship that inspired this journey. 

This business is my way of ensuring traditional flavours are not forgotten. Heritage should not live only in memory. It should live in our kitchens, celebrations, and daily lives. 

Carrying it forward 

When I was young, I did not imagine myself making kuih. Today, I understand how precious this knowledge is. If we do not preserve these recipes now, when will we? 

When people taste our kuih, I hope they feel warmth, nostalgia, and comfort. Because in every bite, there is history. In every recipe, there is a sacrifice. And in every tray we prepare, there is love.

Connect with them on social media: 

● Santan by Auntie Bedah on Facebook

● Santan by Auntie Bedah on Instagram

READ: ENTREPRENEURS IN SINGAPORE