Hokkaido Baked Cheese Tart

What Hokkaido Baked Cheese Tart does

Hokkaido Baked Cheese Tart (HBCT) is a Malaysian specialty food retailer founded in June 2016 at Empire Shopping Gallery, Petaling Jaya, that operates branded cheese-tart kiosks and stores primarily inside shopping malls across at least 10 countries including Malaysia, Singapore, Thailand, Australia, Indonesia, Vietnam, China, New Zealand, Brunei, and the United States. The company operates as a distinct brand within Secret Recipe Group, a diversified Malaysian F&B conglomerate, and holds the only JAKIM halal certification among Malaysian baked cheese tart brands, which functions as a regulatory wedge in the Muslim-majority domestic market.

HBCT's core product is a baked cheese tart built on a proprietary three-cheese blend recipe developed with counterparts from Hokkaido, Japan, piped into a crunchy shortcrust pastry base and designed to be consumed fresh-from-oven, chilled, or frozen. The SKU mix spans six standard flavors (Original, Chocolate, Durian with D24 flesh, Cookies & Cream, Brownie, Choco Malt) priced at RM5.80 per piece (RM6.60 for Durian), plus bite-sized Baby Hokkaido variants, Hokkaido Egg Brulee Tart, and selective add-on categories of savory pastries and beverages at specific mall outlets. Bulk-purchase promotions (Buy 5 Free 1, Buy 10 Free 2) and seasonal limited editions (Matcha Azuki, Durian CNY, prosperity boxes) drive occasion-based demand.

Revenue mechanics combine direct retail sales from own-branded mall kiosks (28+ stores listed on the official store locator) with wholesale-like distribution through the Secret Recipe franchise network of 100+ outlets across Peninsular and East Malaysia, plus digital revenue from e-gift cards sold via hbct.store.egift.asia and e-wallet redemption through Lazada/Shopee at select locations. Pricing is at low unit economics (RM5.80/tart, RM6.60 Durian) with dine-in prices inclusive of 6% SST and 10% service charge. Marketing is dominated by organic social across Facebook, Instagram, YouTube, and TikTok using the "Worth Every Bite" tagline and viral UGC, supplemented by third-party press from The Star and food bloggers.

Name

Hokkaido Baked Cheese Tart

Legal name

Hokkaido Baked Cheese Tart

Website

https://hbct.com.my

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Hokkaido Baked Cheese Tart (HBCT) is a Malaysian specialty food retailer founded in 2016, operating branded cheese-tart kiosks in 10+ countries. Its proprietary Hokkaido-developed three-cheese recipe produces JAKIM-halal-certified tarts sold to mass-market consumers across Southeast Asia and beyond.

Ownership category

akta.pro rank

Product category

Specialty Bakery / Baked Cheese Tarts

NAICS

Baked Goods Retailers (445291), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050)

akta.pro primary industry

Bubble Waffle, Crepe & Specialty Dessert Kiosks (THAFAGAK)

Keywords

• Baked cheese tarts
• Specialty baked goods
• Halal certified pastries
• Mall kiosk retail
• Japanese inspired desserts

Headquarters

HQ city

Malaysia (HQ location not specifically identified)

HQ country

Malaysia

HQ region

Asia

Offices18 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Retail Sales: Revenue generated from direct sales of baked cheese tarts, baby hokkaido, egg brulee tarts, pastries, and drinks through own-branded HBCT kiosks and stores in Malaysia and international markets.
2. Franchise / Secret Recipe Channel Sales: HBCT products are sold through franchised Secret Recipe outlets, expanding retail distribution without operating all locations directly.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hokkaido Baked Cheese Tart (HBCT) bakes and sells specialty baked cheese tarts made from a proprietary three-cheese blend recipe developed with Hokkaido, Japan counterparts, piped into a crunchy shortcrust pastry base. The company operates its own retail kiosks in shopping malls across Malaysia and 8+ international markets, and also distributes through franchised Secret Recipe bakery-cafe outlets. The product range includes standard flavors (Original, Chocolate, Brownie, Choco Malt, Cookies & Cream), a Durian variant made with D24 durian flesh, bite-sized Baby Hokkaido tarts, the Hokkaido Egg Brulee Tart, savory pastries, and beverages.

Product overview

Hokkaido Baked Cheese Tart is a food retail business offering a range of baked cheese tarts as its core product line. The main product portfolio consists of six flavors of baked cheese tarts (Original, Chocolate, Durian, Cookies & Cream, Brownie, and Choco Malt), Baby Hokkaido (bite-sized versions), and the Hokkaido Egg Brulee Tart. The company has expanded its offerings to include savory pastries (Mini Chicken Cornish, Beef Calzone, Chicken Curry Puff, Black Pepper Chicken Pie, Chicken Pie) and beverages (Mango Lassi and Plum Lime Cooler) at select outlets. All cheese tarts are made with a blend of three different high-quality cheeses, feature a crunchy shortcrust pastry base, and can be enjoyed hot, chilled, or frozen.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Baked Cheese Tart The signature baked cheese tart featuring a soft and creamy centre made with a blend of three different high-quality cheeses, piped into a crunchy shortcrust pastry base and baked to golden brown. Targeted at general consumers seeking premium baked snacks.
• Chocolate Baked Cheese Tart An ultra-decadent chocolate baked cheese tart made with imported chocolate paired with smooth velvety cream cheese, topped with crunchy almond bits.
• Durian Baked Cheese Tart A creamy, smooth and velvety tart perfectly paired with specialty cheese and D24 durian flesh, complemented with a crunchy shortcrust pastry base with a distinctive wavy spiky crust.
• Cookies & Cream Baked Cheese Tart Baked using the nation's favourite cookies combined with HBCT's signature cream cheese, combining cookies and cheese tart flavors in one bite.
• Brownie Baked Cheese Tart A combination of chocolate brownie and signature cream cheese in a crunchy shortcrust pastry base.
• Choco Malt Baked Cheese Tart An indulgent tart featuring the rich blend of chocolate malt and creamy cheese in a delectable combination.
• Baby Hokkaido Bite-sized baked tarts available in Original, Chocolate, Durian, Cookies & Cream, Brownie, Choco Malt, and Hokkaido Egg Brulee Tart flavors, sold in boxes of 24.
• Hokkaido Egg Brulee Tart A tart with a smooth, tofu-like filling with a velvety finish accompanied by a flaky crispy crust.
• Matcha Azuki Cheese Tart A limited-edition baked cheese tart flavored with matcha and azuki (Japanese green tea and red bean). Targeted at consumers seeking Japanese-inspired flavor profiles.
• Savoury Pastries A savoury pastry range including Mini Chicken Cornish, Beef Calzone, Chicken Curry Puff, Black Pepper Chicken Pie, and Chicken Pie. Available at select HBCT outlets including Berjaya Times Square, IOI City Mall, KL Gateway, Sunway Putra, Queensbay Mall, Sunway Pyramid, Setia City Mall, Pavilion KL, Aman Central, and Mahkota Parade.
• Mango Lassi A luscious tropical drink blending mango, peach, milk, and tangy passionfruit puree. Available at select HBCT outlets.
• Plum Lime Cooler A refreshing drink crafted with zesty lemonade, lime slices, and sour plum. Available at select HBCT outlets.
• HBCT E-Gift Cards Digital gift cards redeemable for HBCT products, designed for gifting occasions. Sold via the HBCT e-gift platform.

Quantifiable outcome

• Stores sell up to 20,000 cheese tarts per day across all locations
• +2 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Hokkaido, Japan (Bakers / Recipe Development)coreStrategic or Co-development Partner · 1 June 2016HBCT's resident bakers worked with counterparts from Hokkaido, Japan to develop and refine the baked pastry recipe to ensure sustainable uniqueness in taste and texture. The recipe uses a blend of three different high-quality specialty cheeses from Hokkaido's tradition.
• Secret RecipecoreChannel Partner/ Reseller/ DistributorHBCT products are distributed through Secret Recipe's network of retail bakery/cafe outlets across Malaysia. Secret Recipe serves as a franchisee/reseller channel, extending HBCT's reach to 100+ additional locations beyond its own-branded kiosks. HBCT is part of the Secret Recipe Group.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• https://www.tlj.co.kr: Korean-origin international bakery cafe chain with strong Southeast Asia presence. Comparable as a broader specialty bakery competitor with mall-based retail locations, French-Asian product positioning, and franchise expansion model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCh0sAKrmjChHaKp_SUbqICg
• Facebookfacebook.com/hokkaidobakedcheesetart
• Instagraminstagram.com/hokkaidobakedcheesetart
• TikToktiktok.com/@hokkaidobakedcheesetart
• LinkedInlinkedin.com/company/hokkaido-baked-cheese-tart

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hokkaido Baked Cheese Tart