At 27, Shiny Phua is at the helm of Ah Mah’s Legacy, a brand dedicated to preserving and reinventing traditional foods like Ang Gu Kueh, Muah Chee, and Orh Nee (Yam Paste)—all made without preservatives. Ah Mah's Legacy is driven by Shiny’s passion for traditional foods and her mission to keep them relevant for future generations.
Photograph taken by: Harriet Koh @harriet_koh
From Design Student to Kueh Maker
Despite her deep-rooted exposure to traditional foods, Shiny initially pursued a design communications degree at LASALLE. Her final-year thesis focused on the declining appreciation for heritage foods, leading her to conceptualize the brand: Ah Mah’s Legacy.
At just 22, she launched it as a weekend side hustle while working full-time for two years before transitioning into full-time production.
Shiny learned kueh-making from her grandmother, who used to use food coloring often in her creations. However, as her grandmother’s health declined, Shiny experimented with healthier alternatives like using natural ingredients and vegetables to achieve vibrant colors without artificial additives. This dedication to both heritage and innovation defines Ah Mah’s Legacy.
As featured in 8Days, Shiny’s dedication to authenticity shines through in her kueh-making process. She insists on traditional methods, such as hand-pounding muah chee with a wooden stick to achieve the perfect chewy texture, a technique rarely seen today. This commitment to craftsmanship and quality has set Ah Mah’s Legacy apart, drawing both nostalgic customers and new enthusiasts alike.
Growing a Business and a Community
Beyond the kueh itself, Ah Mah’s Legacy is about community and connection. Shiny actively engages with customers, sharing the stories behind her creations and embracing the kampung spirit that defines her brand. From chatting with uncles and aunties at neighboring stalls to infusing humor and authenticity into her social media presence, she ensures that Ah Mah’s Legacy remains deeply personal.While the journey has been challenging — with long hours, demanding production, and the pressure of preserving heritage — Shiny remains committed to her mission. Every positive customer experience, every shared memory of childhood flavors, and every appreciation for the craft fuels her passion to keep going.
Photograph taken at Rasa Gombak Event @ 2024
As Shiny hopes to expand her team to ease operational demands, she still painstakingly makes each kueh one by one. Making each filling, dough, and toppings from scratch on the weekdays (Tuesdays - Thursdays) before her shop opens on Fridays to Sundays.
Ah Mah's Legacy Store at Thomson V2 is open for pickup, walk-ins and dine-in on their opening hours, and if you are dining in, complementary chinese tea will be served to pair nicely with the kuehs and snacks sold!
