Kuala Lampur:According to BERNAMA News Agency, the Jalan Mawai "apam balik" continues to attract customers from across the district with its 19-year-old family recipe. Even with the rising costs of ingredients, the popular treat remains priced at RM4 per piece.

Nelta Efrida Zulfadhli, 37, ensures that all ingredients are prepared fresh daily, with flour batter made on-site and corn prepared in-house. Despite previous price increases, the business has managed to maintain a profit margin due to high sales volume and currently has no plans to raise prices.

Mohd Shahrizal Supri, 41, and his wife Nelta Efrida represent the second generation running the family business, which began with Mohd Shahrizal's own capital. Since joining the business in 2009, Nelta Efrida has seen customers travel from places such as Skudai, Kulai, Simpang Renggam, and Mersing to purchase their "apam balik."

The business initially used five kilograms of flour daily in 2007, which increased to 50-55 kilograms during peak holiday seasons. Nelta Efrida reported daily sales of RM2,000 to RM2,500 on regular days, reaching RM4,500 during holidays, and as high as RM6,000 when their product gained viral attention.

The original "apam balik" is the best-seller, followed by Nutella and Japanese-style with red bean paste. Other flavors include pistachio, matcha, peanut butter, and Lotus Biscoff. The business has previously supplied products for events and gatherings, but faces challenges with worker shortages, particularly for wedding orders.

To address these challenges, Nelta Efrida focuses on expanding her market reach through social media platforms like TikTok rather than opening more branches, aiming to maintain product consistency. She plans to increase staff and accept wedding orders next year.

The shop usually operates from 9.30 am to 4 pm, but has occasionally closed by 2 pm due to selling out.