SINGAPORE – By giving curry puff a modern twist, three young hawkers have turned the traditional snack into a lucrative chain of stalls. Brothers Lim Yuan Ming, 23, and Brandon Lim, 29, joined hands with business partner Oh Chin Jie, 31, to start What The Puff in 2020. The business has grown to include multiple outlets across Singapore, with a reported annual revenue of $500,000.
The trio experimented with flavors like salted egg, sriracha, and truffle to attract younger customers. Their first stall was at a hawker center, and they later expanded to food courts and malls. The business was self-funded, with the founders using personal savings to start.
According to a 2025 interview with The Straits Times, the founders emphasized the importance of quality ingredients and customer feedback. They plan to open more stalls in the coming years and are exploring overseas markets. The business has created jobs for about 10 part-time and full-time staff.
