Cathy Fan on Opening Fankery, Tall Poppy Syndrome and Building a Cult Following
BY JENNY JUNG
We get real with Cathy on the highs, lows and hustle behind one of Auckland’s most talked-about bakeries.
16 MAR - 2026
From side hustle to cult status and everything in between.
Cathy Fan is the founder of Fankery, one of the most talked about bakeries known for its bold Asian-inspired flavours and creative spins on childhood treats. What started as a side hustle from her family kitchen during lockdown has quickly grown into a full-time business with pop-ups, collaborations, viral drops and now a permanent store in Newmarket.
At just 25, Cathy has built a huge following online, where she’s known not only for her desserts, but for her honesty about the ups and downs of small business life. With her growing profile has come plenty of praise, and some criticism, but through it all, she’s continued to back herself and her brand.
At Chatty Chums, we’re all about real stories and Cathy’s journey is one worth sharing. We asked her to get candid about what it’s really like to build a cult brand at 25, the realities behind social media buzz and the moments that have shaped her story so far.
Hi Cathy! How are you? For those who might not know you yet, can you tell us a little bit about yourself and what you do at Fankery?
Hi! I’m a little exhausted and overworked, but doing well – thanks for asking! I’m Cathy, the founder and director of Fankery.
No two days are the same! Some days I’m behind the counter serving customers, and on others, I’m at home glued to the laptop – sending invoices, replying to emails, future planning, employee management or doing supply runs. Hospitality definitely keeps me on my toes, but I love it.
Now managing a team and running an entire storefront. What has surprised you most about stepping into that leadership role so early in your career?
One of the biggest surprises has been realising how much leadership relies on emotional resilience – it’s not just about making decisions, but about managing people’s energy, moods and expectations every single day. I knew running a business would be challenging, but I didn’t expect how often I’d need to switch between being a boss, a teammate and a problem-solver – sometimes all within the same hour.
Another thing that’s really stood out is how much clarity comes from simply doing. You can plan and overthink all you want, but nothing compares to learning through experience.
Leadership has also taught me the value of empathy. You need to constantly think from other people’s perspectives. It’s so important to treat your team how you’d want to be treated because at the end of the day, without this team, Fankery is nothing.
Some might say Newmarket is a tricky area these days in terms of business, so what made you bet on it for your first store?
Newmarket has definitely changed over the years. While the Broadway strip has become noticeably quieter, I still see so much potential in the area. It’s one of my favourite suburbs in Auckland. It’s central, easily accessible, and, surprisingly, has good parking, which makes a big difference for CBD Auckland!
When I came across this site on Trade Me, I was instantly drawn to it. It’s a small space tucked inside a parking lot, but it had so much character – it gave me strong Melbourne laneway café vibes. It wasn’t loud or flashy, but it had that quiet charm that made you curious enough to step in. The space was definitely smaller than what I’d originally envisioned for Fankery’s first store, but that element of surprise actually felt aligned with the kind of experience I want to create for my customers. I mean, how cool is it to turn a forgotten parking ticket booth into something beautiful and functional?
Fankery has always been about creating small moments of delight, not just through the product, but through the environment. I wanted the store to feel like a hidden gem, a place you stumble upon and instantly feel warmth and comfort. This space gave me exactly that: a blank canvas that was intimate, unexpected and full of potential. It felt like the perfect place to start.
Having attended international baking expos, what do you feel NZ’s baking scene is still missing? Are there any techniques, trends or ideas you think the industry here could embrace more?
The baking industry in Asia is absolutely next-level. It's hard to compare it to New Zealand’s scene, but that’s also because the scale and population size is so different. In places like China, so much of the industry is commercialised. There’s a wide variety of pre-made mixes, specialised tools and ingredients that are not only more accessible, but also much more affordable. In NZ, we’re a lot more limited when it comes to sourcing options and ingredient variety.
That said, I don’t think the goal is to directly copy and paste what’s happening overseas in New Zealand. The market, culture and customer expectations here are completely different. But every time I travel or visit an expo, I walk away with new inspiration – not to replicate, but to reinterpret. It helps me push boundaries and bring something fresh to Fankery in a way that still resonates locally.
In such a fast-moving food scene, how do you keep Fankery evolving while staying true to your own style?
For me, staying true to Fankery’s style means constantly creating with intention – not just following trends, but bringing people new experiences through flavour, texture and storytelling.
Fankery is rooted in a blend of my cultural background and Kiwi upbringing. That mix naturally informs our fusion of familiar Asian flavours with Western techniques. The food scene moves quickly, and while it’s easy to copy what’s trending online, I always ask: where’s the authenticity in that? Our focus is on originality – on crafting things that feel personal, intentional and textured, both literally and figuratively.
Fankery was born out of a really difficult time in my life, through the creation of a cake I’d never seen before. While I’ve moved past that chapter, the purpose behind the brand hasn’t changed. It’s still about creating joy, and bringing people together through food.
I think what’s kept Fankery evolving, and grounded, is the transparency of the journey so far. I’ve always been open with our community, and that honesty builds trust. As the food scene keeps shifting, that connection and authenticity is what helps us grow without losing who we are.
What’s one of the best moves you’ve made while building Fankery, and one mistake or misstep that taught you the most?
One of the best moves I’ve made was building Fankery around storytelling and transparency. From day one, I’ve shared everything – the good, the bad and all the behind-the-scenes. That honesty helped build a genuine connection with our community. People weren’t just supporting a product, they were connecting with the journey. That emotional connection has been one of the biggest drivers of loyalty and growth.
Content creation is actually one of the things I love most. I’m so glad I’ve pushed myself to show up and share what I do, even when it feels uncomfortable. I hope that by doing so, I can inspire others to chase what they’re most passionate about – even if it’s not what they studied, or something their family necessarily supports. There’s so much value in building something that feels true to you.
A mistake I still find myself making is taking on too much and carrying the weight of everything on my own which has led to repeated burnouts. In the beginning, I felt like I had to prove I could handle it all from baking to admin to marketing. But over time, I’ve learned that mindset isn’t sustainable. It only leads to exhaustion and limits the growth of the business.
Letting go, asking for help and learning to trust others has been one of the hardest but most necessary lessons. Fankery is so much stronger when I’m not doing it alone. One of my biggest focuses right now is setting up stable systems and building a team with a strong work ethic and diverse skill sets. The goal is to slowly hand over the reins – not to step away completely, but to find a bit more balance and space for myself outside the business.
Sometimes it feels like I am Fankery and Fankery is me. It can be overwhelming when the business becomes your whole identity – but I know that’s not healthy, and it’s not true. I’m learning that creating something meaningful doesn’t have to come at the cost of losing yourself.
In today’s social media world, having a small business also means having your personal life and decisions publicly dissected. How do you cope with that side of the business, and has it changed how you approach being online?
Social media is definitely a double-edged sword. It’s a space where you can receive an incredible amount of love and support, but it’s also a platform where people can say things behind a screen that really cut deep. I genuinely enjoy creating content and still make all of Fankery’s content myself. In fact, because I’m so busy with work and rarely get time to catch up with friends in real life, social media interactions help me feel more connected to people.
That said, we’ve definitely been on the receiving end of targeted hate and false accusations. At one point, it really affected me mentally. Over time, I’ve learned not to take every comment to heart, but when negativity is persistent, it’s hard not to question whether all the effort is worth it.
The saying “the more successful you become, the more hate you attract” is so true – and unfortunately, tall poppy syndrome is a very real thing in New Zealand. That mindset can be really discouraging. But I’ve come to realise that the people behind those comments don’t actually know me, and the genuine support we’ve received speaks volumes. Without our community, Fankery wouldn’t exist the way it does today.
The negativity might distract me from time to time, but it won’t define me. If anything, it fuels me to keep showing up – proud of what I’ve built, and proud to keep going with my head held high.
Looking back, what’s one thing you wish you could tell yourself when you first started Fankery?
I’d tell myself that it’s okay to care deeply – but you also need to protect your peace. When I first started, I didn’t know how to separate work from life because, with my personality, I throw everything into what I do. I care so much about the experience people have, the product they receive and the impact it leaves – so I went all in, every time, without leaving anything for myself.
Setting boundaries has been one of the hardest things to learn, because to me, Fankery isn’t just a job, it’s something I built from scratch, through some of the most difficult moments in my life. But over time, I’ve realised that you can still care deeply without sacrificing your wellbeing. You can still give your all – but it doesn’t have to cost all of you.
I’d remind myself that rest is productive too. That pulling back doesn’t mean you’re falling behind. And that the people who connect with what you do will still be there, even when you take time to breathe. That’s been one of the most important lessons for me.
If you didn’t know Cathy before, now you do: bold flavours, even bolder vision.
If you’re one of the few Aucklanders who haven’t had a chance to try her amazing creations, walk on over to her newly opened store in New Market! Fankery’s signature lilac hues are hard to miss, and her quaint little storefront on York Street is fast becoming one of the city’s most beloved sweet spots. Hopefully after hearing her story, you’ll root for her a little louder the next time you bite into her iconic mochi basque cheese cakes.
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