Last updated Jun 14, 2019
A quick search for the name “Boufe” will probably bring you headlines like this:

And also eye-teasing videos of this:

Even if you didn’t know anything about Boufe, you can already guess what they are famous for.

Their eye-catching, oh-so-Instagrammable galaxy cakes.

And it’s not just their galaxy cakes that are popular. It’s the little “twist” on the cake that makes it irresistible to many who travel all the way to Phoenix Park. Instead of merely presenting the cake to you, like what many cafes would do, Boufe has reinvented the cake by giving their customers an opportunity of a lifetime to craft their own galaxies.

By giving the “topping” to their customers, Boufe creates an immersive and inclusive experience. And of course, every customer there wants to “do it for the gram”, with their unique #CreatingCosmos hashtag.

Which explains every post you see on the Boufe’s location tag on Instagram.

The thing is – Boufe ISN’T just popular for their galaxy cakes. Because if it was, we could simply conclude they got lucky.

Instead, the galaxy cake is merely one in a string of food concepts Boufe has created that has attracted the attention of both regular consumers and influencers with thousands of followers. I mean, look at her genuine delight at her twilight drink:

Or their (much imitated) unicorn cakes:

Or even their ‘jiggly bunny cake’:

View this post on Instagram

Shake it off your bad vibes! 🐰

A post shared by Boufe Boutique Cafe (@boufesg) on

These impressive food concepts have given them “free” advertising across social media, drastically reducing their marketing costs and tempting many to visit a location once unknown to many.

Boufe has managed to replicate creativity in ways that gets their customers talking about them all the time.

How do they do it?

Curious to know, I reached out to Sean, the founder of Boufe to learn more about their process.

And this is what I’ve learnt.

Note: Getting customers to share is important. Getting them to come back and become a regular of your cafe is even more important. If you’d like a simple way to get more loyal customers, CandyBar can help. Try it free here.

Can success at DotA translate to success at running a cafe?

“Hey, why don’t we open a cafe together? We have great teamwork when we’re playing DotA, so that should also mean we can do well in business together.”

Call it naivete, or “ready fire aim”, Boufe (boutique + cafe) was started almost on a whim by 3 long-time friends, Sean, Dennis and Eric. They had known each other since secondary school and had become fast friends because of their mutual interest:


I used to play this a lot too.

One day, while having supper and a heart-to-heart talk, one of them suggested starting a cafe together. Instead of laughing it off as a joke to be forgotten the next day, the other two said “why not?”

And thus began their journey. The fact that the trio did not have a single experience in F&B did not stop them. They went from ideation to launch in such a short span of time that Elon Musk would have been proud of them.

Also read: Friends having fun was also how Park Bench Deli made their mark.

While the name Boufe may seem frivolous to many (considering how the name was created), Sean told me it was actually a strategic move. The trio wanted a name that would stick in customers’ minds, and was easy to search for on Google (like the distinctive ‘v’ in Chvrches).

Boufe was the perfect name.

Settling on Phoenix Park as the location of their cafe after being rejected from their first choice, they were ready to launch.

Except that they would suffer from their own location choice.

With their poor location, Sean had to get creative. Day after day, they wrestled with the question: “How can I tempt my customers to pay for a Uber ride and come all the way to Phoenix Park to eat at my cafe?

The secret to getting free social media shares on Instagram

Boufe’s marketing manager, Rachell is a savvy woman.


Her job, besides creating beautiful images to make Boufe irresistible, is to research and identify trends Boufe can ride on to generate more hype.

And it was through her analysis that she discovered the idea of “interactions”.

These “interactions” were little actions that if embedded into the dining process, will compel customers to post about it on social media.  However, these actions cannot be too much for them to handle. It must be a “micro-step”, something the customer doesn’t mind doing and adds to the enjoyment of eating.

It is akin to the onboarding process of an app. Ask for too much, and the customers will leave. You have to add baby steps, so customers become committed to the process.

And what Rachell discovered was four different “interactions” that will create this kind of phenomenon.

They are:

1. Poking

2. Oozing

3. Pouring

4. Mixing

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Very excited to see a Gen Y wanton mee hawker who is making his noodles and wanton skin by hand! It's a lot of hard work for a $3.50 plate of noodles! Jim 36, used to be an interior designer. But he quit to preserve his family's 50 year legacy. The noodles are made with only eggs and flour and has a very tender yet QQ texture! He even makes his own charsiu and his wantons has more prawns then meat. The charsiu still cannot make it, but I saw that he just brought in a brand new roaster which he will start using soon. Wontons were not seasoned enough but you know it's mainly prawns and the noodle sauce could be more punchy. But having said that, he has only been opened a week, so I am confident he will continue to improve. Kudos to this gen Y hawker! Must support!

A post shared by Ieatishootipost (@ieatishootipost) on

Taking their own observations in action, they created their very own “galaxy cake experience”. Instead of merely serving the cake, they decided to give the customer a chance to “create” their own cakes by giving them the topping to pour (“pouring” action.)

The results were tremendous.

Don’t believe me? Take a look at their Instagram. Hundreds of Instagram videos of customers creating their own galaxy cakes.

View this post on Instagram

Swipe ⏩ BOUFE is proud to present you with our all new #CreatingCosmos cake, which allows you to glaze your own cake! Available in limited quantities only, the Creating Cosmos cake is the perfect way to end your meal – with fun, laughter & a delicious dessert! Each cake will turn out unique due to different pouring speed, and direction of glazing etc. 🌟[GIVEAWAY]🌟 What kind of cosmos will you create? 1️⃣ Post your creation on IG, or simply repost any of our #CreatingCosmos video/photo 2️⃣ Tag us at #CreatingCosmos 3️⃣ Follow @boufesg & @hotelnuveurbane Stand a chance to win a FREE 1 Night Hotel Stay at the brand new @hotelnuveurbane's NuVe Suite (worth $288, & includes complimentary bar!) – Multiple entries are allowed, so post away! Giveaway ends on 28th October 2017.

A post shared by Boufe Boutique Cafe (@boufesg) on

All without prompting by any of their staff.

This concept also created “news” – food bloggers flocked to the place to talk about the galaxy cakes.

Boufe didn’t stop there.

The twilight drink was another invention they created. Instead of a normal drink, they decided to integrate an action. By pouring a secondary concoction into the drink, the drink would change colour.

That, too prompted customers to share it on social media, enticing people to travel all the way to Phoenix Park (and now Income at Raffles!) just for the experience.

Boufe is expanding, but not in the conventional way

While most F&B businesses would think of expanding to a second location after the success of their first outlet, Sean has other ideas.

Instead of recreating the Phoenix Park experience elsewhere (where it may be impossible), he has decided to expand to ecommerce.

Boufe is now selling their cakes online, and ships all over Singapore.

When I ask him about his future plans for Boufe, Sean simply says:

“I want Boufe to be on the list of every tourist that comes to Singapore. I want Boufe to be on their itinerary.”

It is a admirable goal, and I love how he has laid it out so precisely. Sean knows what he wants.

With these unique creations coming out of Boufe’s kitchen, I have no doubt he is close.

What are Merchant Stories?

Merchant Stories: Real entrepreneur stories from real people and why they started their small business. Successes, failures and struggles from the small business owners.

We’ll let the story do the telling. This is the story of how Boufe Cafe overcame the secluded location of their first cafe and invented a crowd-pleasing product.



Posted by Si Quan Ong

Si Quan is CandyBar's Content Marketing Manager. He is also the co-founder of BreakDance Decoded, an online breakdance training company. He loves standup comedy, and has a dream to visit at least 100 countries in his lifetime.