Hello! I’m Anna Villanueva, your former tech startup girlie. I switched careers at 27 to pursue a career in pastry, and am now the baker and recipe developer behind Hello Bake.

In 2015, I earned my degree in Communications Technology Management (a.k.a. Marketing!) and minor in Enterprise Development from Ateneo De Manila University in Manila, Philippines. Hoping I’d apply my studies in a field I loved, I started working at tech startups in the local F&B industry, doing Sales and PR for restaurants from hole-in-the-wall concepts to international chains.

I established hundreds of restaurant and media partnerships, produced viral food content and PR events, and worked with countless F&B business owners, influencers, and marketers… all along, wishing I could one day go to pastry school and create a food business of my own.

Five years and a pandemic later, I made the shift. 

I turned my oven on for the first time, became obsessed with baking banana bread, and thanks to my family’s support, earned my Diploma in Professional Pastry Arts from Ècole Ducasse Manila at Enderun Colleges.

Hello Bake then transformed from a home bakery to this: an online community where bakers and businesses grow. It is the culmination of my  experience in both food and marketing over 7+ years.

Here, I share tried-and-tested recipes—learnings and failures included. While I love baking for others (I still sell pastries *sometimes*), my mission is to make baking education and entrepreneurship more accessible to Filipino bakers like you and me.

I’m so grateful to have had the privilege to attend pastry school, but I know that this isn’t the reality for everyone. Through Hello Bake, I aim to help you fulfill your pastry dreams, too—whether you’re baking for business or for fun (P.S. you can do both).

See all the recipes and tips born out of my kitchen.  I also offer ways for us to work together! Check out my services for more.