Pandan Cake Trend Back in Demand, from Traditional Taste to Modern Touch

Illustration of pandan cake. (doc. Rayoean)

JAKARTA - The aroma of pandan has recently resurfaced as one of the tastes that the Indonesian people like. This material, which is synonymous with traditional cakes, is now processed in a more modern form, in line with consumers' increasing interest in dishes that feel familiar, authentic, and not excessive.

This trend is developing in the midst of the cake and pastry industry which has experienced rapid growth in the past year. In that period, many new brands have emerged and consumption of cake and pastry products has increased.

On the other hand, competition in this industry is also getting tighter. Changing consumer preferences is an important factor, where some people are starting to switch to products that are considered healthier, use natural ingredients, and have a clear taste identity.

In the midst of this condition, Rayoean presents itself as a cake shop that specifically raises pandan as its hallmark. Not many industry players consistently make pandan the basis of all their products.

This approach opens its own opportunities, considering pandan is a familiar flavor for the Indonesian people, but has not been explored in depth in the form of modern cakes and pastries.

Rayoean departs from the personal experience of its founder, Andrye Setiawan, who grew up in the Senen area, Jakarta. Memories of childhood visiting the Senen morning cake market to buy traditional snacks became the initial inspiration for the birth of the concept of this store, which was then translated into pandan-based products with a contemporary approach.

"Childhood memories in Senen and my love for pandan inspired me to bring this taste to a new generation. At a time when matcha is everywhere today, I hope 'Pandan', the original Indonesian taste, can shine in its own way and be enjoyed by more people," said Andrye Setiawan in his statement to VOI.

English:

One of the snacks that is typical of it is the Rayoean Pandan Cake which is made using natural pandan leaves. This cake is combined with coconut cream and coconut sprinkles, presenting a taste close to local tastes.

The creation is an example of how pandan flavor is processed in a more modern way without leaving its traditional character.

In terms of market segments, this cake outlet targets young generations such as Gen Z and millennials, who tend to look for comfort food with a light taste and soft texture. The pandan product is considered easy to accept because the taste is not foreign, so it is suitable for consumption at home, as a family dish, and as a souvenir on various occasions.

"In the future, the development of pandan-based products will still be the main focus. The trend of cakes in 2026 is expected to move towards exploring more diverse variants, including the possibility of presenting vegan or plant-based options," said Andrye.

In addition, the development of a large-scale ordering system and distribution to other cities in Indonesia is also part of the medium-term plan. For the Jakarta area, the development of a snack box package for corporate events and activities is also being considered.

In terms of expansion, Rayoean targets the opening of two to three additional outlets in a number of strategic areas of Jakarta. Areas such as Blok M are considered to have a market character that matches pandan-based products, given the high culinary activity and public interest in snacks with a local touch.