Writer & Data Visualisation: Shaza Al Muzayen
Editor: Sakina Mohamed
Designer: Ummul Syuhaida Othman
KUALA LUMPUR, April 22 (Bernama) -- While Hari Raya Aidilfitri may have passed, the celebrations continue for many Malaysians. Throughout April, families are still visiting relatives, hosting open houses, and keeping the festive spirit alive - activities that fuel the oft-repeated joke that Hari Raya in Malaysia lasts a whole entire month.
And what’s a Raya celebration without kuih raya?
The importance of kuih raya among Malaysians is evident, as search interest for it spikes right before Hari Raya. In the week before the festivities this year (March 23 to 29), searches for the term “Kuih Raya” increased exponentially compared to other weeks. A similar trend was seen in the week before Hari Raya celebrations in 2023 and 2024.
These days, however, the traditional kuih raya seem to take on interesting modern twists. The beloved cornflakes madu cups now come in multiple variations including a salted caramel version, while “sea salt chocolate chip cookies” and “cappuccino cream cookies” are now in high demand, despite their premium price tag.
Using Google Trends data from January 1 to March 31, 2025, Garasi Bernama examined eight traditional Malaysian kuih raya - Almond London, Batang Buruk, Biskut Makmur, Biskut Cornflakes, Kuih Semperit, Kuih Bangkit, Mama Carey, and Tart Nanas - to explore what remains popular, which are fading, and how social media influences the tastes of a new generation.
Google Trends data from January to March 2025 reveal that “Biskut Cornflakes” was the most searched traditional kuih raya. “Kuih Semperit” (interestingly spelled as “Kue Semprit”) and “Tart Nanas” followed as the second and third most searched traditional kuih raya, respectively.
“Kuih semperit and tart nanas are among my favourite kuih raya,” shares Fatiha Ramdzan, 35. “Traditional kuih raya are still a must-have for me. The trendier versions are usually gifted to me or baked by my mother-in-law.”
Other traditional kuih raya such as “Biskut Makmur”, “Almond London”, “Kuih Bangkit” and “Mama Carey” were the least popular options this year, generating the lowest amount of search interest.
Fatiha has also noticed that biskut makmur is becoming less commonly served during Aidilfitri these days.
“I don’t see it as much anymore, it seems to be fading out,” she says.
A closer look at each kuih raya’s search interest showed that March was the peak month for searches - unsurprising, as it coincided with the fasting month and the lead-up to Hari Raya Aidilfitri. Most people begin looking for kuih raya during this period, as buying or baking them too early means they may not stay fresh for the celebrations.
Out of all eight traditional kuih raya, “Biskut Cornflakes” showed the most consistent search interest, with interest steadily building from the beginning of January (January 1, 2025) until the end of March (March 31, 2025). Interest in it peaked on March 29, 2025 with a search interest value of 100.
(The figures reflect popularity, not the number of searches. Google uses a value of 100 to reflect the peak popularity for the term. A value of 50 means that the term is half as popular.)
Dr Muhammad Rezza Zainal Abidin, Senior Lecturer, Department of Food Service and Management, Universiti Putra Malaysia
Kuih raya that are simple and practical to make are among the key factors influencing trends each year, says Dr Muhammad Rezza Zainal Abidin, Senior Lecturer at Universiti Putra Malaysia’s Department of Food Service and Management.
“Practicality is a major consideration. With many Malaysians leading busy lifestyles, simple, no-bake or easy-to-make kuih raya recipes are becoming more desirable,” he told Bernama.
Kuih raya that are simple and practical to make are among the key factors influencing trends each year, says Dr Muhammad Rezza Zainal Abidin, Senior Lecturer at Universiti Putra Malaysia’s Department of Food Service and Management.
“Practicality is a major consideration. With many Malaysians leading busy lifestyles, simple, no-bake or easy-to-make kuih raya recipes are becoming more desirable,” he told Bernama.
Other factors such as shifting consumer preferences, the power of social media, international influence and aesthetic appeal also play significant roles in shaping kuih raya trends, says Muhammad Rezza, who co-authored the paper Modern Malaysian Cuisine: Identity, Culture, or Modern-day Fad.
Simple and practical is a description that fits “Biskut Cornflakes” perfectly. It’s quick to prepare, a favourite among children, and requires minimal ingredients such as butter, honey, and cornflakes. This simplicity, combined with nostalgic value and accessibility, may explain why it emerged as the most searched traditional kuih raya in 2025.
Other factors such as shifting consumer preferences, the power of social media, international influence and aesthetic appeal also play significant roles in shaping kuih raya trends, says Muhammad Rezza, who co-authored the paper Modern Malaysian Cuisine: Identity, Culture, or Modern-day Fad.
Simple and practical is a description that fits “Biskut Cornflakes” perfectly. It’s quick to prepare, a favourite among children, and requires minimal ingredients such as butter, honey, and cornflakes. This simplicity, combined with nostalgic value and accessibility, may explain why it emerged as the most searched traditional kuih raya in 2025.
Its popularity also reflects a broader shift in how Malaysians approach festive baking - opting for recipes that are convenient yet still festive and flavourful. In a season filled with open houses and busy schedules, the appeal of a fast, familiar, and fuss-free treat resonates strongly.
Another key factor shaping traditional kuih raya trends in 2025 is affordability. Rising ingredient costs are influencing what Malaysians choose to bake or buy.
For the founder of Brown Butter Bakes, Nurulhuda Qamaruz Zaman, rising ingredient costs have required careful adjustments to maintain quality and keep her business sustainable.
“It's inevitable. Our number one bestseller - the Korova Sable cookies - uses premium imported chocolate, which has doubled in price since 2022. Prices of other ingredients like butter and nuts have also increased significantly,” she said.
Nurulhuda Qamaruz Zaman, Founder of Brown Butter Bakes
Another key factor shaping traditional kuih raya trends in 2025 is affordability. Rising ingredient costs are influencing what Malaysians choose to bake or buy.
For the founder of Brown Butter Bakes, Nurulhuda Qamaruz Zaman, rising ingredient costs have required careful adjustments to maintain quality and keep her business sustainable.
“It's inevitable. Our number one bestseller - the Korova Sable cookies - uses premium imported chocolate, which has doubled in price since 2022. Prices of other ingredients like butter and nuts have also increased significantly,” she said.
“We’ve had no choice but to raise our prices to maintain the quality our customers expect and keep the business viable,” added Nurulhuda, who has been selling Hari Raya cookies commercially since November 2017.
This economic shift may help explain why the lower-cost kuih raya made from cornflakes are trending higher than options made with nuts and imported chocolate, which require more time, effort, and cost.
Across different states, regional tastes continue to shape which traditional kuih raya rises to the top.
In Kelantan, both “Almond London” and “Mama Carey” topped search interest, pointing to a preference for richer, buttery cookies. In Sabah, the traditional “Batang Buruk” proved most popular, while “Biskut Makmur” led in Kedah, showing the continued appeal of crumbly, nutty textures.
Meanwhile, Terengganu leaned toward convenience with “Biskut Cornflakes” leading the search charts. Up north in Perlis, the buttery simplicity of “Kuih Semperit” was most favoured. Finally, in Malacca, “Kuih Bangkit” and “Tart Nenas" emerged as the top favourites.
With evolving tastes and the rise of fusion kuih raya, some may wonder if traditional favourites are slowly fading.
For Muhammad Rezza, that’s far from the case.
“Traditional kuih raya recipes face challenges, but I wouldn’t say they are at risk of disappearing. Instead, they are evolving,” he said.
He adds that modern adaptations can even help preserve these kuih raya by making them more appealing to younger generations - so long as the original flavours and essence are not lost along the way.
This view is reflected in Google’s search trends. Breakout search queries related to the eight kuih raya analysed by Bernama showed results like “Salted Caramel Cornflakes”, “Semperit Cheese”, “Bangkit Cheese” and “Tart Cadbury”.
This suggests that Malaysians are not just searching for the classics, but also exploring modern twists and bolder flavour profiles. These trends could reflect not only evolving taste buds but also a deeper curiosity about how tradition can be reinvented.
Yet, demand for the classics remains strong. Although her kuih raya lineup focuses primarily on modern flavours, Nurulhuda continues to offer one traditional favourite - the kuih semperit.
“The classic semperit has a good fan base. It appeals to both young and old and is a great symbol of Raya, much like the ketupat.
“Selling it turned out to be such a good decision, as we discovered that many find our semperit to be as good and authentic as what their elders used to lovingly make for their families,” she said.
The digital world is now a key ingredient in festive food trends.
Breakout search queries like “Almond London Che Nom”, “Resepi Biskut Makmur Che Nom” and “Cornflakes Madu Che Nom” show just how influential Malaysia’s homegrown food influencers have become.
“Social media influencers like Khairul Aming and Che Nom are more than just content creators - they're trendsetters,” said Muhammad Rezza. “When they share a kuih raya recipe, it’s not just a recipe. It’s an experience that thousands want to recreate in their own kitchens.”
For Nur Aina Alimin, 31, these influencers shape not only what she cooks, but what she craves.
“Totally. Any food recipe to be honest,” she said, when asked if she had ever tried a kuih raya recipe because of something she saw on social media. “I will save it in my Instagram saved folder which may or may not be used in the future.”
She adds that certain influencers do influence her choices - particularly when they’re seen as reliable.
“I follow them because they’re consistent in sharing tried and true recipes,” she said. “It’s also helpful that their content often comes in video form.”
And she’s not just watching - she’s experimenting too. “I tried making the viral caramel cornflakes this year with a spin of my own. I added almonds and another is a seeded version,” she said.
While influencers help revive interest in traditional recipes through step-by-step tutorials and storytelling, Muhammad Rezza notes that the attention isn’t always evenly distributed.
“On one hand, influencers help preserve traditional kuih raya by modernising them. Think kuih semperit with matcha flavour or kuih kapit with biscoff filling. These creative variations attract younger consumers and ensure that kuih raya remains relevant nowadays.
“But on the flip side, some traditional kuih raya may fall into obscurity as modern adaptations take centre stage. Classic flavours like kuih bangkit and halwa maskat might struggle to compete with trendy, visually appealing treats that go viral online,” he said.
This delicate balancing act between innovation and preservation highlights just how influential content creators have become in shaping festive tastes and habits.
“Ultimately, these influencers are playing a crucial role,” said Muhammad Rezza. “They act as digital custodians of food culture. Whether preserving tradition or pushing for innovation, they’re making Malaysian festive treats more exciting, accessible, and appreciated.”
-- BERNAMA
About the Data
Please take note that the data collected through Google Trends is accurate as of April 9, 2025. Google Trends normalises search data to make comparisons between terms easier. Search results are normalised to the time and location of a query. Google Trends data reflects searches people make on Google every day, but it can also reflect irregular search activity, such as automated searches or queries that may be associated with attempts to spam Google’s search results.