When Farahain Mutalib (Farah) was just seven years old, she was spending her school holidays not at home, but in hotel kitchens, kneading, mixing, and decorating cakes at children’s baking workshops in Malaysia. What began as a fun way to pass time soon lit a spark in her a joy for baking that would eventually blossom into a brand followed by thousands.
Today, Farah is the founder of Sooji Cakes, a charming cake studio known for its adorable bento and petite cakes, and the creator behind @farahsooji , a fast-growing Instagram page that shares easy, beginner-friendly baking recipes with a warm personal touch. But her journey has been anything but straightforward.
Farah’s entrepreneurial spirit showed up early. At 14, she began selling cupcakes to friends and teachers. But instead of enrolling in culinary school, she chose to study public relations and branding, knowing deep down that she wanted to build more than just a business, she wanted to build a brand.
After graduating, Farah auditioned for a local TV baking show called Bakar, and landed the role of host for five consecutive seasons. Despite the visibility and success, she realized something important: fame fades. And unless you own your story, it’s easy to get forgotten. This moment sparked her focus on personal branding.
At 23, she took a bold leap and opened her first cake shop. But despite having loyal customers from her home-based baking days, she quickly realized that running a business required far more than passion. “I didn’t understand operations, cash flow, HR,” she shares. “I thought people would just walk in and buy cakes. That didn’t happen.”
Three years later, the shop closed, and just in time. The pandemic hit, and Farah, then pregnant, returned to her home kitchen. But she didn’t give up. Instead, she started again, this time with a clear purpose: build a brand people could connect with.
In late 2022, Farah launched her personal Instagram page, @farahsooji. She focused not on perfection, but on connection - sharing simple recipes, behind-the-scenes vlogs, and baking tips designed for beginners.
Her philosophy? “Like having a sister in your kitchen.”
Within three months, her account grew from zero to 30,000 followers. Today, it’s nearing 60K, with her TikTok close behind at 90K+. But it’s not the numbers that drive her. It’s the stories. DMs from followers who baked for the first time because of her, or parents who made their child’s birthday cake using her recipe.
“I always ask myself: How can I make this as simple as possible so people aren’t afraid to try?” she says. “There’s a story behind every recipe, and I want people to feel that.”
Farah’s impact extends beyond social media. She’s been invited to conduct workshops, host corporate events, and even flew to Cambodia to speak about personal branding and content creation. “I think the reason I keep going is because I’m genuinely having fun,” she smiles.
Her goals for the future? A cookbook. A physical studio where women can come together to learn, bake, and connect. More collaborations with creators who share her passion. And maybe one day, to bring back the warmth and intimacy of the food shows she grew up watching - Nigella Lawson, Jamie Oliver, and the like, through her own content.
When asked what advice she’d give her younger self or any aspiring creator, Farah doesn’t hesitate: “Don’t focus on the numbers. Focus on quality, on building a community. When your work comes from the heart, people can feel it.” In a world chasing virality, Farah’s gentle approach reminds us of something deeper: that authenticity, joy, and a little bit of cake can go a long way.
Want to try one of Farah’s recipes yourself? Check out her collection on Chefadora and bring the warmth of her kitchen into yours.
Updated on 05 Jun 2025
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