Old Seng Choong Pte. Ltd. (UEN: 201540527H) is a beloved Singaporean brand that specializes in traditional cakes, cookies, and pastries inspired by Singapore’s rich culinary heritage. Founded by renowned pastry chef Daniel Tay, the brand pays homage to his father’s legacy and the iconic Seng Choong Confectionery, which was established in 1965. Old Seng Choong offers a delightful array of locally-inspired flavors, bringing back memories of Singapore’s good old times while innovating with modern twists.
Introduction to the Brand
Old Seng Choong Pte. Ltd. is more than just a bakery; it’s a celebration of Singapore’s culinary heritage. Founded in 2016 by Chef Daniel Tay, known for founding Bakerzin and Cat and the Fiddle, the brand is a heartfelt tribute to his father, a baker and confectioner for over 30 years. Named after the well-loved Seng Choong Confectionery, which operated from 1965 until 1996, Old Seng Choong blends nostalgia with innovation. Their mission is to preserve Singapore’s traditional flavors while introducing contemporary twists, making their products a favorite among locals and tourists seeking authentic Singaporean bakes.
Summary of Services/Products
Old Seng Choong offers a wide range of traditional bakes, including butter cakes, apple pies, cookies, and mooncakes. Their product line features unique flavors inspired by Singaporean cuisine, such as Pandan Coconut, Laksa, Cereal Prawn, and Bak Kut Teh cookies. They also excel in festive treats, with standout mooncakes like the Black Truffle Red Lotus Paste with Bakwa and Bird Nest Pandan Gula Melaka. Seasonal specials, such as Yuzu Pineapple Tarts and Chocolate Lover’s Dream Chiffon Cake, cater to celebrations and gift-giving. Customers can purchase these delights at physical stores or through online platforms like Shopee and Foodpanda, ensuring convenience and accessibility.
| Product Category | Examples of Offerings |
|---|---|
| Cookies | Cereal Prawn, Laksa, Bak Kut Teh, Earl Grey Pandan |
| Mooncakes | Black Truffle Red Lotus Paste with Bakwa, Bird Nest Pandan Gula Melaka |
| Cakes | Original Butter Cake, Yuzu & Winter Melon Butter Cake, Chocolate Lover’s Dream Chiffon |
| Pastries | Truffle Char Siew Pastry, Black Sesame Mochi, Classic Yam with Iberico Ham |
Unique Value Propositions or Benefits
Old Seng Choong stands out for its commitment to preserving Singapore’s culinary heritage while incorporating premium ingredients and modern baking techniques. Their use of high-quality ingredients, such as low-gluten Japanese flour and pork lard, ensures authenticity and superior taste. The brand’s innovative approach—blending traditional flavors like bak kut teh with contemporary elements like black truffle—appeals to a wide audience, from those seeking nostalgic treats to tourists looking for unique souvenirs. Their beautifully designed packaging, such as the vibrant peach and blue mooncake box with gold-embossed words symbolizing reunion, adds an extra layer of charm, making their products ideal for gifting.
Standout Features or Reviews
Old Seng Choong’s innovative creations have earned praise from customers across platforms. Their Four Heavenly King mooncake set, featuring flavors like Black Truffle Red Lotus Paste with Bakwa and White Lotus Paste with Olive Kernel, is a fan favorite. A Burpple review highlights, “The Black Truffle Red Lotus Paste with Bakwa is a perfect blend of savory and sweet, and the packaging is stunning.” Another customer raved about their cookies, stating, “The Cereal Prawn cookies are crispy and full of flavor, making them a fantastic souvenir.” On Tripadvisor, reviewers note, “Their cookies make fantastic food souvenirs! I brought them to Hong Kong, and my friends loved the Laksa and Earl Grey Pandan flavors.” These reviews underscore Old Seng Choong’s ability to deliver both nostalgia and novelty in every bite.
Areas of Singapore That They Serve
Old Seng Choong has established a strong presence across Singapore with physical stores at prime locations, including:
- Clarke Quay Central (6 Eu Tong Sen St, #01-48, Singapore 059817)
- Paragon (#B1-14)
- Marina Bay Sands (#01-72)
- Changi Airport (Transit T2 #02-175/176; T4 #02-50)
Their online store (Old Seng Choong) and partnerships with delivery platforms like Foodpanda and Upmesh ensure island-wide accessibility, catering to customers from Orchard Road to Changi and beyond.
How Does the Brand Meet Singapore’s Needs?
Old Seng Choong meets Singapore’s needs by offering high-quality, locally-inspired baked goods that celebrate the nation’s cultural diversity and culinary heritage. Their products are tailored for various occasions, from festive celebrations like Mid-Autumn Festival to everyday treats, making them a versatile choice for Singaporeans and visitors alike. By reimagining traditional recipes with modern twists, they appeal to younger generations while honoring the past, ensuring that Singapore’s food culture remains vibrant. Their focus on premium ingredients and local artisanship supports the local economy and promotes Singapore’s culinary identity on a global stage, as their products are often purchased as souvenirs by tourists.
Contact Information and Social Media
Contact Information:
- Phone: 9661 2154 (Paragon store)
- Registered Address: 171 Kampong Ampat, #05-04, KA Foodlink, Singapore 368330
Social Media:
- Facebook: Old Seng Choong
Summary
Old Seng Choong Pte. Ltd. is a shining example of how tradition and innovation can come together to create something truly special. With its delectable range of traditional bakes and innovative creations, the brand continues to delight customers and preserve the flavors of Singapore’s past for future generations. Whether you’re looking for a gift, a treat, or a taste of Singapore’s heritage, Old Seng Choong is the perfect choice for any occasion.
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