[Exclusive] The Woman Behind Belly Treats: Zyqa Mazlan’s Journey From Home Kitchen to Cafe Success
From 70,000 lost followers on Instagram to a stronger brand, this is Belly Treats’ story of resilience.
- Zyqa built Belly Treats from a single homemade birthday cake, growing organically through self-taught skills and sheer persistence.
- Losing nearly 70,000 Instagram followers taught Zyqa to prioritise loyal customer connections over social media numbers.
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Before Belly Treats became a popular dessert destination in Johor Bahru, founder Nurul Haziqah Mazlan, 34, also known as Zyqa Mazlan, was simply baking for fun from home.
It began with a birthday cake for her boyfriend, who is now her husband.
She posted the cake on Facebook, and friends and family started placing orders.
Soon, orders began coming from people she had never met. Alongside direct customer orders, she also supplied cakes to well-known stores around Johor Bahru.
As demand grew, her home kitchen could no longer keep up.
(Photo: Zyqa Mazlan)
The business continued to expand, and later moved into a larger, more strategic location in Larkin, where customers could buy desserts for takeaway or dine in.
Learning Business Along The Way
Zyqa did not enter the food and beverage industry with formal business training. She was a Diploma in Science student and taught herself dessert-making through magazines, YouTube, and websites.
“I started with interest and curiosity, then learned everything myself,” she said. “That experience of starting without business knowledge shaped how I see business today.”
She credits consistency, curiosity, and a willingness to try new things as the traits that helped her grow Belly Treats.
Early In The Johor Dessert Scene
When Zyqa started Belly Treats, Johor’s dessert cafe scene was still developing. She believes the timing worked in her favour because there were relatively few dessert-focused competitors in the area.
“F&B was starting to grow rapidly, and desserts were still a relatively open space in JB,” she said.
As the business expanded, new challenges emerged: raising capital, buying equipment, managing raw material costs, and overseeing staff.
“When the business grows, the responsibilities grow too,” Zyqa explained. “You’re not only responsible for food quality and service, but also for ensuring daily operations run smoothly.”
One of the most difficult moments came when Belly Treats lost nearly 70,000 Instagram followers after years of building its social media presence. The brand then had to start rebuilding from scratch.
“It was mentally challenging because social media is very important in F&B,” she said. “But it taught me not to rely on numbers alone. I focused on building stronger connections with loyal customers and continuing to create content consistently across platforms.”
What Keeps Customers Returning?
According to Zyqa, the biggest factor behind Belly Treats’ longevity is staying consistent while continuously evolving with customer preferences.
One of the cafe’s unique practices is changing cake flavours daily, so regulars always have something new to try. She also enjoys creating desserts that are harder to find elsewhere in Johor Bahru.
Ideas come from customer feedback, current trends and her travels abroad, where she studies desserts and presentation styles for inspiration.
Signature Dishes
The menu item closest to Zyqa’s heart is the Pecan Butterscotch Cake, one of Belly Treats’ earliest customer favourites.
Another standout is the cafe’s mac and cheese, which many customers consider a must-order dish whenever they visit. (We tried it btw, SO GOOD).
Meanwhile, the Smores Cookie Bar, introduced in 2021, has become one of the brand’s most enduring hits. Belly Treats has developed more than 20 flavour variations, creating anticipation among customers eager to see what flavour appears each day.
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A Different Rhythm During Ramadan
Every Ramadan, Belly Treats takes a different approach. Instead of operating as a cafe, the business temporarily closes for a month and focuses on selling Raya cookies.
The process begins weeks before Ramadan, when hundreds of vendors send in samples for consideration. According to Zyqa, more than 300 submissions are typically received each year, with every product reviewed before selections are made.
“We look at quality, taste and variety,” she says.
The selection process is also carefully managed.
If too many vendors offer similar cookies, Belly Treats may limit the number accepted to ensure customers are presented with a wider range of choices.
Over time, the annual Raya cookie initiative has become a significant part of the business, creating a seasonal shift from the cafe’s usual dessert offerings while showcasing products from a diverse group of local bakers and entrepreneurs.
Building Through Community & Social Media
What plays a major role in shaping the business, according to Zyqa, is customer feedback.
“We read comments, reviews, and feedback carefully because it helps us understand what customers enjoy and what needs improvement.”
Social media has also been central to Belly Treats’ growth, particularly on Instagram, TikTok, and Threads, helping the cafe reach new audiences and showcase its atmosphere and new menu launches.
Zyqa hopes Belly Treats will continue growing into a stronger brand recognised beyond Johor Bahru. She plans to expand the menu further, not only in desserts but also in savoury offerings, while exploring opportunities to grow carefully into other states if the timing is right.
Her advice to aspiring entrepreneurs
“Don’t wait until everything is perfect before you start. Sometimes you just need the courage to begin, even if you’re starting small.”
After all, Belly Treats itself began with a single homemade birthday cake and a Facebook post. The rest was built through persistence, learning, and the willingness to keep showing up every day.
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