Old Seng Choong launches brand new Bake-Off Concept stores

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Homegrown confectionary brand, Old Seng Choong has launched its brand new Bake-Off Concept stores.

Venue: Paragon Shopping Centre and Changi Airport

Homegrown confectionary brand, Old Seng Choong has launched its brand new Bake-Off Concept stores in the heart of Singapore at Paragon Shopping Centre and at the world's best airport, Changi Airport. The stores will greet locals and travellers alike with an array of delectable fresh bakes every day, featuring over 15 traditional fresh bakes with a modern twist. 

Exclusive Items

Retaining the layer of flaky and crispy skin as the key component of the bakes, flavours like Truffle Char Siew, Royal Sweet Potato with Mochi & Ginger, and Classic Yam with Iberico Ham varieties are some of the mouth-watering creations that are exclusive to the Bake-Off Concept stores, not forgetting the melt-in-your-mouth Crème Brulee Tart - one of the best-sellers, and the newest addition, the Charcoal Egg Tart.

That's not all! Customers arriving at the store are greeted by a heavenly aroma from the pastries baking in the oven, enveloping the air and its surroundings.

A Traditional Brand with a Modern Twist

From pastries to the packaging, the presentation of¬†Old Seng Choong¬†blends traditional with a modern twist, made to delight the local consumer and also as a premium corporate gift or a gourmet treat for tourists to take home as a representation of Singapore‚Äôs unique flavours and favourites. The ambition is to establish itself as the Original Singapore Creation - a homegrown heritage brand that serves pastries and desserts rooted in tradition, while introducing fresh ‚Äúold-new‚ÄĚ concepts that resonate with younger consumers. The¬†Old Seng Choong Bake-Off Concept¬†is just the beginning of this exciting journey.¬†



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This article is prepared by

Jiarong Yu
Daddy to 2 adorable little ones. Misses them the moment they are not around, regrets missing them the moment they are around.

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