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Founded by renowned local pastry chef Daniel Tay, Old Seng Choong offers traditional bakes and cakes to celebrate every joyous occasion.
This eponymous new concept is especially poignant for Daniel Tay, who created it as a tribute to his father, a baker, and confectioner for over 30 years. It is named after the well-loved Seng Choong Confectionery, established in 1965 and run by Daniel’s parents until its closure in 1996.
Old Seng Choong pays homage to his father and the confectionery that sparked his culinary ambitions. The brand focuses on traditional festive treats to accompany every momentous occasion and celebration in life.
Aside from rolling out promotional items for calendar events such as Mid Autumn Festival and Chinese New Year, Old Seng Choong will also launch old-school bakes with a more nostalgic slant.