Babycakes brand
Our Brand

The Babycakes
Story.

A 1999 family recipe. A home kitchen in Bangna. Two founders who believed food baked with love tastes different.

What is Babycakes

Feel good food, baked with love.

Babycakes was born from a simple belief: that food baked with love tastes different. We sit comfortably in the Affordable Luxury niche — more premium than street bakeries, more personal than hotel patisseries.

The Soft Chocolate Baby Tray — built on a 1999 family recipe — remains our primary product. Priced from ฿210 to encourage everyday gifting and impulse buying.

This Week's Drop Find a Branch
First Babycakes pop-up
2022

First pop-up at Refill Coffee, Bangna — sold out in 4 hours.

฿210Baby Tray from
12+Locations
WeeklyNew flavors
Pasiri Tangkaravakun
Nile
Co-founder

Nile

Pasiri Tangkaravakun

Co-founder & Brand Architect

The creative engine behind the Babycakes aesthetic. Nile pioneered the brand's Handwritten Messaging concept — transforming the tray cake from a food item into a communication tool that Gen Z could share and make their own.

The Soft Chocolate Baby Tray is built on a recipe from Nile's mother, made in 1999. She guards it personally to ensure quality never changes as the brand scales.

1999Original recipe
ChulaChulalongkorn Univ.
BrandCreative direction
Natnicha Burapachaisri
Tess
Co-founder

Tess

Natnicha Burapachaisri

Co-founder & Business Lead

The operational architect behind Babycakes' explosive growth. Tess applies the rigor she learned at Chanel to the bakery's backend — transforming a backyard kitchen into a centralized operation capable of seven-figure monthly revenue.

She leads expansion into prime locations like One Bangkok, Emsphere, and Central Chidlom, and manages the logistical complexity of 12+ distribution points across Bangkok.

ColumbiaEconomics
ChanelLuxury background
OpsScaling & systems
From the Founder

Kind. Fun.
babycakes.

"babycakes isn't just a brand name — it also means 'dear one.' That's exactly the feeling we want every customer to walk away with."

— Nyle, Co-Founder of babycakes

Why We Exist

babycakes was built to sell Feel Good — but that energy has to live inside the team first. Every person who works here has to genuinely feel it before it can reach you. That's not a policy. That's our DNA.

How We Started

The hardest part wasn't the recipe or the money — it was simply starting. Ideas stay ideas until you move. Everything that followed — the challenges, the lessons, the growth — only happened because we took that first step.

How We Think

We learn every single day. The moment you think you know enough, tomorrow proves you wrong — and that's the part we love most. babycakes grows because the people behind it never stop growing either.

What We Promise

Every cake that leaves our kitchen carries the energy of a team that enjoys what they do. We believe food baked with genuine care tastes different — and we intend to keep proving that, one drop at a time.

Our Journey

From home kitchen
to Bangkok staple

2021
Photo 2021

Founded from home

Started with three flavors and word-of-mouth orders from a home kitchen in Bangna, Bangkok.

2022
Photo 2022

First pop-up & HQ

Launched at Refill Coffee. Sold out in 4 hours. Permanent HQ Bangna followed shortly after.

2023
Photo 2023

Bi-weekly model

Introduced the rotating flavor drop — urgency, community, loyal repeat customers.

2024
Photo 2024

12+ locations

Expanded into One Bangkok, Emsphere, Siam Paragon, Central Chidlom, and more.

2025
Photo 2025

฿1M+ peak month

Valentine's and Christmas peaks exceed ฿1M monthly. GrabFood and LINE MAN integrated.

2026
Photo 2026

Lifestyle brand

New brand system. Building toward product diversification and regional expansion.

Babycakes culture
Culture & HR

How we work
together

Join the Team

Monthly Tasting Table

Before each bi-weekly drop, the whole team tastes and votes on new recipes.

Bake Together Days

Anyone can bring a recipe idea. The best ones make it onto the next drop.

Learning Fridays

Last Friday each month — a guest chef or brand builder shares their craft.

Birthday Cake Policy

Every team member gets a custom Babycakes on their birthday. Obviously.

Wellness Allowance

Monthly budget for gym, therapy, or massage — each person decides.

Flexible Hours

We care about output, not clock-watching.

Want to be part of this?

Growing fast. Open to the right people and partnerships.

See Open Roles Say Hello