Are you a fan of homegrown heritage bakes? Well, iconic Singapore pastry brand Old Seng Choong has officially gone international, opening its first overseas store in Hong Kong. The milestone marks an exciting new chapter for the local favourite, bringing the familiar taste of its Signature Pandan Chiffon Cake and nostalgic pastries to food lovers beyond Singapore’s shores. Here’s what we know about the first global outlet in Hong Kong.
What makes Old Seng Choong’s Hong Kong outlet so special?
Located within OCBC Hong Kong’s flagship branch at 35 Queen’s Road Central, the new boutique sits inside the first-ever Bank x Lifestyle Retail concept in Hong Kong—where traditional banking meets lifestyle retail. Meanwhile, the one-of-a-kind concept redefines what a banking space can be with Old Seng Choong proudly front and centre of this venue.
Founded by renowned pastry chef Daniel Tay, Old Seng Choong is celebrated for reviving traditional Asian confections with a modern touch. At its Hong Kong outlet, customers can savour a curated lineup of the brand’s best-loved treats. This includes the Original Kueh Lapis, as well as a range of cookies in flavours like Pandan Coconut, Gula Melaka, Earl Grey, and Black Truffle Walnuts.
Wonderfully, all products are freshly crafted in Singapore and imported to Hong Kong. Certainly, this preserves their authentic taste and artisan quality. Plus, more flavours from the Singapore collection as well as Hong Kong-exclusive creations are coming soon.
Beyond its nostalgic goodies, the OCBC Hong Kong’s new hybrid branch concept aims to make banking more interactive and lifestyle-driven in partnership with Old Seng Choong. Therefore, the famous bakery becomes a central lifestyle element that enhances customer experience.
Excitingly, the boutique has drawn long queues and social media buzz since opening its doors. Hong Kong residents are eager to try the 60-year-old, well-loved confectionery that was first established in 1965 by Daniel’s parents. Interestingly, the brand hopes to explore further expansion opportunities in the region.
