A Sophomore in Finance Transforms Passion into Prosperous Curry Puff Business

In a brand-new cooking space under a bright neon sign that reads "A Puffing Good Time," siblings Lim Yuan Ming and Brandon Lim demonstrate the art of crafting the ideal curry puff.

These brothers, founders of the Singapore-based venture What The Puff, expertly roll out pastry dough, fill it with a spicy curry mixture, carefully seal the edges, and fry until golden and crisp.

The outcome is an irresistibly crunchy, buttery, savory delight that attracts lines of eager customers, especially seen at their latest outlet in Singapore's Punggol area during a Business Insider visit.

From Studying to Entrepreneurship

Lim, a 23-year-old finance sophomore at the Singapore University of Social Sciences, embarked on this culinary journey in December and has swiftly expanded to three locations.

Balancing academic responsibilities with a burgeoning business in a challenging F&B environment demands sacrificing leisure time, taking business calls in the middle of lectures, and enduring long hours of physical work.

Yet, Lim dreams of growing the business to ensure he never has to sit behind a corporate desk.

Inspiration from a Family of Food Enthusiasts

His parents, long-time players in the food industry, encouraged Lim's dual focus on studies and entrepreneurship. His father even recommended leaving college to concentrate on the business.

"Though it was a surprising suggestion, it reflects his bold mindset," Lim chuckled.

Having run a laksa steamboat restaurant and a Teochew porridge stall during Lim's childhood, his parents ingrained in him the value of hard work in F&B.

Crafting Thousands of Puffs Daily

Considering the beloved status of curry puffs—their simple recipe and wide appeal—Lim viewed it as an excellent starting point for his business endeavor.

Together with his brother and a friend, he launched the first What The Puff stall near Singapore's Changi Airport, with an initial investment of SG$10,000.

With three stalls and a team of four today, they sell approximately 1,000 puffs daily, grossing about SG$1,500 to SG$2,000 each day.

During my visit, I savored the SG$2 original puff, filled with a curry of chicken, potatoes, and eggs, with other flavors like cheesy chicken rapidly selling out.

Despite the high sales, the demands are intense. Brandon starts prepping at 1 a.m., maintaining production until the stall closes mid-afternoon, often with sore hands by day's end.

Post-work involves financial management and other administrative duties.

Balancing Studies with Business

Lim juggles his academic responsibilities and his food business with difficulty.

Unexpectedly running out of filling once saw him coordinating urgent supplies while in the middle of a university class.

Missing out on social events and extracurricular activities is a necessary sacrifice for Lim, although it's his least favorite part of this venture.

Nevertheless, he remains steadfast in his decision to continue his education.

Three Years to Triumph

Lim has set a three-year goal to carve out a thriving business by the time he graduates.

"Three years is the period I have to turn this into a lasting career," he shared.

He favors this entrepreneurial pursuit over the rigidity of a traditional office role.

"The independent, evolving tasks and flexible hours are far more engaging," Lim stated.

Receiving positive customer feedback brings him immense satisfaction, cementing his passion for the endeavor.