Here's Why These Fluffy Sponge Cakes Are So Popular in Malaysia

Even non-dessert fans would love this cloud-like snack.

Jim’s Recipe
G/F North Parking Building, SM Mall of Asia, Pasay City
Open from 10 a.m. to 10 p.m. daily

PHOTO BY Vincent Coscolluela

( There’s something about the simplicity and lightness of the sponge cake that makes people come back for more after the first bite. If you think about it, there’s nothing particularly striking about it, but the fluffy cake has many well-loved variations across different cuisines—including our very own mamon. When it comes to the traditional egg sponge cake, Jim’s Recipe knows exactly how to get all that jiggly, fluffy, and melt-in-your-mouth goodness that you love.

Jim's Recipe is meant to be a take-out spot, but a seating space outside the shop is available for customers, too.
PHOTO BY Vincent Coscolluela

Jim’s Recipe might be a new addition to Manila's long list of bread and pastry shops, but Chef Jim Wong’s version of the sponge cake has been a favorite in Malaysia since 2017. What started out as a small bakery in Kuala Lumpur has since expanded to a total of 47 outlets all over the country, with branches in Hong Kong, China, America, and now, the Philippines.

You can see the kitchen through a window behind the counter.
PHOTO BY Vincent Coscolluela
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Chef Jim uses a ruler to make sure each slice is uniform in size before cutting.
PHOTO BY Vincent Coscolluela
Ready those cameras! The stamping part would make for a good IG story. 
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Expect long queues at any of their branches. We see why, though—the cakes are baked on-site and the buttery, freshly baked aroma can lure anyone in. The whole cakes are sliced right in front of the customers, who we're guessing would have their phones out, ready to snap photos when the slices are stamped with the logo.

With its generous size, one slice is enough for a group of four. 
PHOTO BY Vincent Coscolluela

For Chef Jim, who flew to the country to oversee the opening of the first-ever Jim’s Recipe branch in the Philippines, the perfect sponge cake is one that’s smooth and melts in the mouth. It’s moist without being dense, and airy without feeling dry.

Each cake uses about 45 eggs.
PHOTO BY Vincent Coscolluela

Despite the sponge cake’s unassuming appearance and simple ingredients, there’s actually a lot of work that goes behind it. According to Sean Uy and his family—the people we have to thank for bringing Jim’s Recipe to Manila—Chef Jim is very meticulous about the process. He has been baking trays and trays of trial cakes for two weeks now, testing the new equipment to find the best settings needed for the perfect cake.

We can't get over how cute those chicks look! 
PHOTO BY Vincent Coscolluela

The pillow-soft dessert is perfect for sharing, with each slice measuring up to 20 centimeters by 12 centimeters. They’re served in a handy (and cute!) take-out box that you can carry around while shopping, or it could be for later, when you’re planning to have it with your family at home instead.

The lines come from the metal tray where the cake is first placed (top side down) when it's taken out of the oven.
PHOTO BY Vincent Coscolluela

You can’t go wrong with the Original Sponge Cake (P180)—the mild, eggy flavor and the beautifully toasted crust are enough to make you crave another slice—but if you’re looking for something a little more, your few extra bucks will be worth it for the Cheese Sponge Cake (P250). The salty cheese pairs well with the airy and slightly sweet bread, especially when it’s fresh out of the oven.


Jim’s Recipe’s other branches have more offerings, but for now, Uy has decided to stick with the basic cakes and a glass of Honey Lemonade (P65) for refreshments. But who knows? If things go well, Uy shares that they’re definitely planning to bring more flavors and options for their customers in the future, adding that they might even come up with an ube-flavored cake.

In any case, we don’t think anyone will be complaining about the current menu. After all, there’s a reason Jim’s Recipe is best known for these signature cakes, and we guarantee one slice is more than enough for anyone to figure out why.

Jim's Recipe is on soft opening on February 23.

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