About Old Seng Choong

Old Seng Choong, a revered name in the culinary heritage of Singapore, traces its roots back to the year 1965 when Seng Choong Confectionery established itself as a household name in Marine Parade. Renowned for its old-school butter cakes, black forest cakes, and apple pies, it quickly became a symbol of tradition and quality in the local community.

In 2016, the legacy continued as Old Seng Choong was born, paying homage to Chef Daniel's late father by preserving heritage recipes and nostalgic flavors. This homegrown heritage brand embarked on a journey to bridge the past and the present, crafting premium quality products, including cookies, cakery, and confectionery, each echoing the vibrant history and culture of Singapore.

Old Seng Choong's mission is deeply rooted in relishing taste and revering traditions. The brand is dedicated to preserving the rich culinary heritage of Singapore in the face of a rapidly changing environment. The promise is clear – to allow everyone to savor Singapore's heritage in every delectable bite.

As the brand expanded its presence, the year 2018 marked a significant milestone with the opening of the first brick-and-mortar retail concept in Clarke Quay, followed by another iconic location at Marina Bay Sands in 2019. The brand's commitment to connecting with its audience was evident in 2020 when Old Seng Choong embraced the digital age with its very first Facebook Live event.

Now, in 2023, Old Seng Choong continues its journey with the opening of the First Bake-off Concept store at Paragon, demonstrating innovation and dedication to providing an immersive experience. The expansion doesn't stop there, with plans for upcoming outlets at Changi Airport Terminal 2 and Terminal 4.

At the helm of Old Seng Choong is Mr. Ken Koh, representing the third generation and steering the brand towards new horizons. Under his leadership, the brand remains steadfast in its commitment to delivering premium quality products that encapsulate the essence of the diverse Singaporean palate, offering a taste that echoes the rich history and cultural tapestry of Singapore. With a primary focus on Singaporeans and tourists alike, Old Seng Choong invites everyone to take home not just a product but a piece of Singapore's flavorful history.