Write an article about Kuih raya in 2025: as new variations emerge, are old favourites fading? .Organize the content with appropriate headings and subheadings (h1, h2, h3, h4, h5, h6), Retain any existing tags from In the lead-up to Aidilfitri, searches for ‘kuih raya’ increased significantly – a similar trend also observed in the week before celebrations last year and in 2023. (Bernama pic)
KUALA LUMPUR: While Hari Raya may have passed, the celebrations continue for many Malaysians. And let’s face it – we don’t need a reason to indulge in some of our favourite sweet treats!
The importance of kuih raya among Malaysians is evident, as online searches tend to spike right before the festive season.
Case in point: in the week before the festivities this year (March 23-29), searches for “kuih raya” increased exponentially compared with other weeks: a similar trend seen in the week before Raya celebrations in 2023 and 2024.
These days, however, traditional kuih raya seems to have taken on modern twists. The beloved cups of “madu cornflakes” now come in multiple variations including salted caramel, while sea-salt chocolate chip cookies and cappuccino cream cookies are now in high demand – despite their premium price tags.
Using data from Google Trends data from Jan 1-March 31, Bernama examined eight Malaysian kuih raya to see what’s popular, what’s fading, and how social media influences the tastes of a new generation.
In that period, “biskut cornflakes” was the most-searched kuih raya. “Kuih semperit” (interestingly spelled as “kue semprit”) and “tart nanas” followed as the second- and third-most searches, respectively.
Cornflakes biscuits had the most consistent search interest, building steadily from the start of the year until the end of March.
Other selections such as “kuih bangkit”, “Mama Carey” and “biskut makmur” were less popular this year, generating the lowest amount of search interest.
“Kuih semperit and tart nanas are among my favourite kuih raya,” 35-year-old Fatiha Ramdzan shared. “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.”
She, too, has noticed that biskut makmur seems to be less frequently served during Raya these days. “It seems to be fading out,” she opined.
Biskut makmur are bite-sized peanut cookies rolled in an icing-sugar and powdered-milk concoction. (Butterkicap pic)
March was the peak month for searches, which is not surprising as it coincided with Ramadan and the lead-up to Aidilfitri. Most people begin looking for kuih raya during this period, keeping in mind that buying or baking them too early meant they might not stay fresh until the celebrations.
Key influences behind search trends
So, what influences trends for kuih raya searches each year? Senior lecturer Muhammad Rezza Zainal Abidin cites practicality as 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.
This might explain the popularity of “biskut cornflakes”, which is easy to prepare, a favourite among children, and requires minimal ingredients comprising butter, honey and cornflakes – simplicity combined with accessibility and nostalgic value.
Other factors such as shifting consumer preferences, the power of social media, international influence, and aesthetic appeal also play significant roles.
Another key factor shaping trends this year is affordability, as rising ingredient costs are influencing what Malaysians choose to bake or buy.
For Nurulhuda Qamaruz Zaman, the founder of Brown Butter Bakes, higher ingredient prices have led to her making careful adjustments to her recipes to ensure quality while keeping her business sustainable.
“It’s inevitable. Premium imported chocolate has doubled in price since 2022. Prices of other ingredients like butter and nuts have also increased significantly,” she said.
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, cost and effort.
Favourites state-by-state
Across different states, regional tastes continue to shape which 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.
Affordable, easy to make, and appealing to young and old: it’s no wonder ‘biskut cornflakes’ continues to dominate online searches. (Butterkicap pic)
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 towards convenience with “biskut cornflakes” leading the search charts. In Perlis, the buttery simplicity of “kuih semperit” was most favoured, while “kuih bangkit” and “tart nanas” emerged as top favourites in Melaka.
At risk of disappearing?
With evolving tastes and the rise of fusion kuih raya, some may wonder if traditional favourites are slowly fading. For lecturer Rezza, that’s far from the case: “I wouldn’t say they are at risk of disappearing – instead, they are evolving,” he said.
He believes that modern adaptations can even help preserve kuih raya by making them more appealing to younger generations – so long as the original flavours and essences are not lost along the way.
This view is reflected in Google’s search trends: breakout search queries related to the 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.
Yet, demand for the classics remains strong. Although her kuih raya lineup focuses primarily on modern flavours, Nurulhuda continues to offer one traditional favourite – 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,” she said.
Social media and influencers
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.
By incorporating modern twists on traditional kuih and sweet treats, Malaysian festive delights can become more exciting, accessible and appreciated.
“Influencers like Khairul Aming and Che Nom are more than just content creators – they’re trendsetters,” Rezza noted. “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.”
While influencers help revive interest in traditional recipes through step-by-step tutorials and storytelling, Rezza has observed 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, or kuih kapit with biscoff filling. These creative variations attract younger consumers and ensure kuih raya remains relevant nowadays.
“But on the flipside, 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 as digital custodians of food culture,” he concluded. “Whether preserving tradition or pushing for innovation, they’re making Malaysian festive treats more exciting, accessible, and appreciated.”
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