Jer Yenn and Jia Yi: “In the near future, we see JY FOOD LAB as a vibrant space where our passion for patisserie and gastronomy comes to life”

In so good.. magazine 32 we dedicate a section to Malaysia, one of the current epicenters of haute pastry in the world, and to highly talented professionals like Jer Yenn and Jia Yi.

 

This duo is united by many things. The initials of their names is one of them, their devotion and experiences around French patisserie is another. And the consequence of their many affinities materializes, on the professional side, in JY Food Lab, their pastry workshop located in Petaling Jaya, Malaysia. There, they turn their dreams, their inspiration, and their desire into surprising creations. The language of their work is the French-based pastry technique, which they combine with ingredients that surround them.

 

Below we share an interview exclusively on www.sogoodmagazine.com, where they give extensive details about their business and in which they also give us a preview of their future plans.

 

Discover So Good #32

 

Could each of you mention a life or professional experience that has determined your current way of understanding pastry?

Jer Yenn: Coming from a culinary/hot cooking background, my time in France was transformative. Working in bustling French kitchens, I learned the importance of precision, timing, and hard work. This experience broadened my culinary perspective, allowing me to appreciate and respect the intricate art of pastry making alongside hot cooking. Returning to Malaysia, Jia Yi and I combined our expertise to establish JY FOOD LAB. Here, we blend the meticulous culinary and patisserie techniques of French influence using a mixture of European and Asian ingredients, ensuring each cake and pastry not only tells a story,  but also provides a unique patisserie experience. 

Jia Yi: One pivotal moment in my pastry journey was during my time in France, where I was deeply immersed in the world of French pastry. Working as part of the opening team in a professional kitchen striving to achieve Michelin recognition, I witnessed first-hand the dedication to precision, innovation, and flavor pairings that goes into creating exquisite desserts. This experience not only honed my technical skills but also inspired me to integrate these principles into my own creations. At JY FOOD LAB, we blend French pastry techniques with creativity by adding Asian influences, crafting pastries that are both visually stunning and delightfully flavorful, suitable for the local palate.

 

Help us with the chronology of JY FOOD LAB, when did it open? Has it always been like it is today?

JY FOOD LAB was born out of a dream shared by two food enthusiasts, Jer Yenn and Jia Yi, after our transformative experiences in France. We started our business in 2016, driven by a passion for creating French-inspired cakes in Malaysia. Our initial journey in JY FOOD LAB began with cooking and baking, from savory dishes to sweet treats.

In the early days, our kitchen was a small yet bustling space filled with passion. We were committed to blending French techniques with Asian flavor pairings. We started our business focusing on B2B operations, supplying our cakes to cafés and restaurants. Jia Yi used to handle wedding cakes, while Jer Yenn made canapés for events. This allowed us to establish a strong foundation and explore market needs.

As word spread and our reputation grew, we expanded into the B2C market, showcasing our signature cakes and entremets directly to customers. After two years, we moved into a new studio, which allowed us to further expand our operations and offer private dining experiences and private classes. We were planning to grow our business and move to a more professional kitchen when the pandemic hit, stopping all private dining reservations and delaying our production kitchen plans for another year.

During the pandemic, we had decided to focus on what we love most: cakes. In 2021, we moved to the cake production kitchen we now use, allowing us to concentrate on cake production and continue expanding our B2B and B2C operations. Our dedication to research and development on new products quickly set us apart.

Throughout our journey, our commitment to quality, creativity, and the spirit of French pastry has remained the cornerstone of JY FOOD LAB. Today, JY FOOD LAB is known for its exquisite cakes that offer a symphony of flavors and textures. As we move forward, we continue to grow our B2B operations while maintaining our dedication to creating top-notch entremets for our B2C customers, bringing delight and luxury to everyday life.

 

“We envision having a dedicated space where people can come to taste our creations, providing an immersive and delightful environment … It’s an exciting step forward for JY FOOD LAB, and we look forward to offering this unique experience to our customers in the near future”

 

Is your activity more focused on selling on demand? What profile of customer is the most common?

For our B2B operation, we focus on selling on demand, providing cafés, restaurants, and chains with cakes that feature a French-inspired touch. This allows us to tailor our offerings to the specific needs of our business clients, ensuring they receive high-quality products that enhance their menus.

In our B2C operation, we focus on our signature creations. These meticulously crafted cakes reflect our commitment to quality and innovation, blending French techniques with Asian flavors. While we do not offer customization for cakes, we love to explore new and exciting flavors and designs inspired by the latest pastry trends. This approach allows us to deliver cakes that resonate with innovation while maintaining the integrity of French techniques.

Our most common customer profile includes individuals and families who appreciate fine quality and artisanal craftsmanship in their cakes. They often celebrate special occasions such as birthdays, anniversaries, and festive events. These customers value the effort, exquisite flavors, and intricate designs we offer, seeking cakes that not only taste delicious but also serve as a centerpiece for their celebrations. Additionally, we attract connoisseurs of French pastry and those who enjoy the combination of modern techniques with innovative flavor profiles. Our customers often share a love for gourmet experiences and a keen interest in the art of pastry making.

 

Do you collaborate with restaurants or other culinary enterprises?

Yes, we have had several collaborations with local pastry businesses. For instance, we collaborated with a production that sells bao (a Chinese bun) to create Christmas festive treats. Using their buns, we developed a sweet dessert filling for a Christmas dessert box.

We have also collaborated with a local chocolate design company to bring unique chocolate creations to the market during festive seasons. These collaborations allow us to offer something special and innovative to our customers, celebrating the joy of the season with delightful pastries.

Last but not least, our collaboration experience with Debic allowed us to work with high-quality dairy products and develop new cakes and cooking recipes that highlight their exceptional ingredients. We look forward to continuing these partnerships and exploring new opportunities to enhance our offerings.

 

“At JY FOOD LAB, our goal is to create moments of joy in every bite, making each cake memorable”

 

When will you have a store and a tasting room? Would you like to have such an establishment?

Actually, yes, we are planning on it. We envision having a dedicated space where people can come to taste our creations, providing an immersive and delightful environment. This establishment will not only allow customers to enjoy our pastries but also serve as a tasting table for us to showcase our savory and dessert tasting menu, which Jer Yenn is particularly passionate about. It’s an exciting step forward for JY FOOD LAB, and we look forward to offering this unique experience to our customers in the near future.

 

In JY FOOD LAB, how important is the style of products in your repertoire, the chosen flavor, the gastronomic pleasure, and the spiritual sense you give to your work?

At JY FOOD LAB, every part of our creations is important. The style of our products shows our commitment to a symphony of flavors and textures. We also believe that beautifully crafted cakes provide customers with a great first impression. 

We carefully select and combine ingredients to create a perfect balance, blending French techniques with Asian ingredients. Jia Yi loves to explore different kinds of beverages, which inspires our unique flavor pairings in cakes. Jer Yenn is passionate about textures, from soft, creamy, and light to crunchy, ensuring that each cake offers an interesting mouthfeel. 

Our goal is to create moments of joy in every bite, making each cake memorable. We are committed to creating not just cakes, but experiences that evoke memories, stir emotions, and inspire the imagination for our customers to cherish.

 

“While we admire the culinary traditions of Italy, the United States, and Malaysia, the techniques and philosophies we learned in France continue to guide and inspire us”

 

France is the basis of your training and the reference for what you elaborate. Why France and not Italy, the United States, or Malaysia?

Our foundation in French pastry and gastronomy comes from our time studying at university, where we were introduced to the intricate world of French baking and culinary arts. Jer Yenn was privileged to be selected by the chefs to receive his ‘stagiaire’ training in Carcassonne, France. Maintaining the relationship with his executive chef, Jer Yenn brought Jia Yi to France after graduating, and both worked in a new establishment in Toulouse. The precision, technique, and creativity of French pastry and gastronomy deeply inspires us to this day. Working in France also allowed us to experience first-hand the dedication and passion that goes into every creation. 

France’s influence gave us a strong technical base and a love for the elegance of French pastries and cuisine. This experience shaped our vision and inspired us to bring a touch of French sophistication to JY FOOD LAB. While we admire the culinary traditions of Italy, the United States, and Malaysia, the techniques and philosophies we learned in France continue to guide and inspire us. At JY FOOD LAB, we combine the techniques of French pastry and gastronomy with flavors that reflect our local tastes. This way, we honor our French training while creating something close to our hearts for our customers.

 

How does the public respond to this type of pastry, so refined and with such a French connection?

In the beginning, the Malaysian market was not very familiar with European pastry. Only a minority truly appreciated the refinement of this art. Despite this, we never gave up and continued to introduce and educate the market about the beauty of French pastry. 

A significant change occurred in 2019 when Malaysia’s team won the Coupe du Monde de la Pâtisserie. This victory brought more attention and interest to French pastry in Malaysia. More and more people began to appreciate the delicate techniques and flavors. This shift has allowed us to reach a broader audience and share our passion for French pastry with more people.

 

“A significant change occurred in 2019 when Malaysia’s team won the Coupe du Monde de la Pâtisserie. This victory brought more attention and interest to French pastry in Malaysia”

 

What are the products that have made you most popular so far? Which are your Top 5? Why do you think they are so successful?

 (in no particular order) 

Prestige Noir: Our signature cake, crafted since 2017, draws inspiration from cherished memories in France. It was love at first bite when Jer Yenn experienced his first entremet in France, a delightful combination of dark chocolate mousse, raspberry confit, and chocolate croustillant. This unforgettable experience sparked his idea to incorporate Sicilian pistachio, renowned for its aromatic depth and rich flavor. The result is a harmonious blend that has become a beloved classic, capturing the essence of fine French patisserie. 

Mellow Taro: A nostalgic nod to Malaysia’s childhood favorite, the yam cake. This creation captures the essence of traditional delights with a modern twist by transforming it into a mousse cake, celebrating the rich, earthy sweetness of taro. It features 100% fresh yam and the natural color of purple sweet potato. 

Watermelon Lychee: A popular drink transformed into a delightful cake, using only the freshest local watermelon and pure lychee purée. This creation is a refreshing homage to a favorite beverage, delivering the vibrant, juicy flavors of watermelon and the delicate floral notes of lychee in every bite. 

La Lune: A complex blend of oolong tea, walnut, and caramel cheesecake, merging with the essence of Asian tea infusion. This cake features the caramel fragrance and sweetness of Malaysian palm sugar and the aroma of Japanese Okinawa brown sugar, creating a harmonious dessert that celebrates the elegance of oolong tea. 

La Truffe: Where savory meets sweet, inspired by the fine dining cheese courses experienced in France. This cake transforms an imaginative idea into reality, combining the flavors of black truffle, brie, and dark chocolate. It’s a decadent treat that offers a tasting journey, reminiscent of a luxury culinary adventure.

 

Is it easy for you to use a French-based technique and style but go for local ingredients and combinations?

It wasn’t easy at the beginning. Integrating French-based techniques with local ingredients required years of R&D and continuous trial and error. There were no quality reference books available for this unique combination. Understanding the science behind all the ingredients was crucial and has greatly helped us in our creations. 

Our journey has been one of constant learning and experimentation. We draw a lot of inspiration from trying different types of beverages and reading a lot of books, which often lead to unique flavor combinations. This exploration has been a key part of our process, allowing us to innovate while staying true to the refined techniques we admire from French pastry.

Through dedication, we’ve developed the experience that allows us to innovate while maintaining French base techniques. This balance is what makes our creations at JY FOOD LAB both distinctive and delightful.

 

“Integrating French-based techniques with local ingredients required years of R&D and continuous trial and error”

 

Issues such as health or sustainability of the planet are on everyone’s lips. Do you think it is necessary to adapt your pastry and philosophy to these concerns? How would that be possible?

We believe it’s essential to address health and sustainability in our creations. We’re focused on crafting cakes that are not only delicious but also mindful of dietary preferences. This includes reducing sugar, offering low carb options, and ensuring a lighter texture to meet the Malaysian market’s growing health consciousness. 

For sustainability, we constantly source from local produce to reduce our carbon footprint. We also practice minimizing waste in our cake production processes by ensuring precision in all our recipe calculations. This way, we contribute positively to both our customers’ well-being and the health of our planet.

 

How do you imagine JY FOOD LAB in five years?

In the near future, we see JY FOOD LAB as a vibrant space where our passion for patisserie and gastronomy comes to life. We imagine having a tasting table where people can sit down, taste our creations, and fully experience the love and dedication we put into every pastry and food. 

In five years, we hope to have a cake factory focusing on B2B operations, meeting the growing demand from cafes, restaurants, and chain businesses, and building strong partnerships. Our goal is to become a trusted cake supplier known for French-inspired cakes while maintaining our commitment to quality. Additionally, we envision expanding our reach through nationwide distribution, bringing JY FOOD LAB’s cakes to even more people across Malaysia. 

For our B2C operation, JY FOOD LAB will focus on creating more signature products, enhancing brand presence, and maintaining a strong commitment to quality control. We aim to form more collaborations both across different industries and within the pastry industry to raise awareness and enhance the pleasure of enjoying fine cakes and entremets. 

We hope to continue blending French techniques with Asian flavors, creating pastries that tell a story and bring joy to our customers. Additionally, we will continue to train new aspiring pastry chefs, sharing our knowledge and skills to help them grow in their careers. Giving back to society is important to us, and we aim to support our community through various initiatives, classes, and collaborations. Ultimately, we want JY FOOD LAB to be a place where we can inspire people to enjoy not just our cakes, but the creativity and passion behind them.

 

Discover these three recipes by Jer Yenn and Jia Yi in in so good #32