This Johor family’s kuih koci is winning fans by the thousands

The story of a Johor family's kuih koci gaining popularity across the region unfolds in Johor Bharu. By 3am each day, the kitchen at Habsah Koci Leleh is already bustling with activity as the family prepares for their daily production of up to 8,000 kuih koci. The recipe, handed down through generations, was refined by Habsah Mohammad, 59, who began her journey learning traditional kuih-making at a class before perfecting it at home.

Habsah's son, Zulhakiim Abu Mansor, explained that the family identified an opportunity to offer a more authentic alternative to modern pastries. Starting as an online venture in 2015 with a modest capital of RM1,000, they initially sold around 200 pieces daily. As demand grew, especially during Ramadan and festive seasons, they expanded, eventually supplying as many as 5,000 pieces daily to markets, and even 1,000 pieces at weddings.

The family's first physical outlet opened in February, expanding their reach beyond online sales. A positive review on Threads proved particularly impactful, skyrocketing their sales. Within days, orders surged to around 8,000 pieces a day, a testament to the kuih koci's appeal. Despite the overwhelming response, each batch of kuih koci is still crafted by hand, ensuring the traditional flavors and textures remain intact.

The process involves shaping, filling, and wrapping thousands of kuih koci, a labor-intensive yet crucial step in maintaining quality.

Kuih koci, traditionally made from glutinous rice flour filled with grated coconut cooked in palm sugar or gula Melaka, is served with thick coconut milk, offering a delightful combination of chewy, sweet, and creamy textures. The family focuses on four signature flavors: black glutinous rice, sweet potato, pumpkin, and durian. They briefly experimented with other flavors like dragonfruit and cempedak but found that narrowing their selection helped them maintain consistency and quality.

Attention to ingredient quality is another hallmark of the family's approach. They use specific brands of flour, palm sugar, and coconut to ensure the authentic taste of their recipe. Preparing a 7kg batch of coconut filling takes about 90 minutes to achieve the right balance of texture and sweetness. This dedication to detail has fostered a loyal customer base, including international patrons like Sarah Hamdan from Singapore, who praises the kuih's chewy texture, generous filling, and reasonable prices.

Another customer, Rizal Ramli, noted the variety of flavors, making it easy for families with diverse tastes to find something suitable.

The primary challenge for Habsah Koci Leleh is production, particularly given the lack of specialized machinery. The family has had to innovate with equipment that can streamline their processes without compromising the product's quality. Despite working multiple shifts, beginning as early as 3am, the family remains committed to their craft, adapting their work schedule to meet demand.

They cater to about 150 walk-in customers daily and serve customers from Singapore who travel specifically to purchase their frozen kuih koci. Pricing ranges from RM11 for a small pack of 10 pieces to RM60 for 50 pieces of the durian variety, all designed to accommodate different needs and budgets.

For Zulhakiim, a graduate in agrotechnology and entrepreneurship, the family business melds his academic pursuits with the rich culinary traditions passed down by his ancestors. While the rapid growth has presented logistical challenges, the family remains dedicated to their mission: delivering a delicious, traditional kuih koci that satisfies every craving for a soft, chewy, and coconut-laden delight.