Old Seng Choong is the epitome of an e-commerce-turned-physical-store; a brand established and a dream fulfilled due to a son’s promise to his father.
Founded by renowned Singapore-bred pastry chef Daniel Tay, he revived the 30-year-old Seng Choong brand ran by his parents back in the 1965s and rebranded it as Old Seng Choong. Behind the new name and shine of Old Seng Choong were the hard work and perseverance that Chef Daniel had put in while juggling between being a fine baker and businessman.
After years of being an online business, Old Seng Choong has finally opened its first physical store at Clarke Quay Central on 7th of January 2018 selling a range of homemade cookies, pies, butter cakes and other seasonal festive items.
The flagship store exudes a nostalgic vibe with vintage tiles and traditional design reminiscent of the olden days. Feel free to browse the shelves that boost a range of specialty cookies in their signature Old Seng Choong tins. Wondrously, each can series tells a different Singapore story that is close to heart.
Lion City Edition
The blossom of Singapore from a sleepy fishing village to an economic powerhouse.
Botanic Flora Series
- Lavender Cookies $18.80 per can
- Earl Grey Cookies $18.80 per can
Kampong Spirit Edition
The harmony amongst Singaporean citizens.
Changi Picnic Series
- Satay Cookies $18.80 per can
- Cereal Prawn Cookies $19.80 per can
- Bak Kut Teh Cookies $19.80 per can
- Putu Mayam Cookies $19.80 per can
Colonial Days Edition
The memories of English, Chinese and Straits Chinese settlers joining for breakfast.
Katong Breakfast Series
- Laksa Cookies $18.80 per can
- Gula Melaka Cookies $18.80 per can
- Gai Zai Cookies $19.80 per can
- Smokey Bakwa Cookies $19.80 per can
Festive Blooms Edition
The introduction of festive line-ups during celebratory periods such as Chinese New Year, Mid-Autumn Festival and Christmas.
These seasons call for new and fresh selections of products like the Traditional Nian Gao, Carrot Cake, Yam Cake, Red Date Cake, Mooncakes, Pies and Log Cakes, while staying true to the family’s recipe.
During a media launch on 11th of January, we were presented sampling portions of their signature bakes. Here’s some of the products we had sampled which are also retailed at the store!
Old Seng Choong
6 Eu Tong Sen Street #01-48,
The Central at Clarke Quay, Singapore 059817
Daily: 11AM – 10PM
Old Seng Choong Pineapple Tarts and other CNY goodie can be found here:
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