Singapore's heritage-inspired bakery brand, Old Seng Choong, has opened its first overseas store in Central.
Co-launched by the brand and OCBC Bank (Hong Kong) with a "Bank × Retail" concept, the new store marks a significant milestone in the brand's global expansion and reinforces Hong Kong's appeal as a launchpad for Asian consumer brands seeking regional growth.
Associate Director-General of Investment Promotion at InvestHK Arnold Lau Chi-yuen said, "We warmly welcome Old Seng Choong to Hong Kong as it establishes its first overseas presence. As an international retail and food hub where Eastern and Western cultures converge, together with our diverse and sophisticated consumer base, Hong Kong is an ideal launchpad for heritage brands to expand into overseas markets. We look forward to supporting the brand's continued growth in Hong Kong and beyond."
Founded by renowned Singaporean pastry chef Daniel Tay, Old Seng Choong was created as a tribute to his father's Seng Choong Confectionery established in 1965.
The brand offers modern interpretations of traditional flavours and currently operates five outlets in Singapore. The Hong Kong store introduces a curated selection of the brand's signature offerings, including Singapore Pandan Chiffon Cake, Traditional Kueh Lapis, and Premium Heritage-inspired Cookie Collections.
