The Original Singapore Creation, a homegrown heritage brand, baking since 1965. In preserving the past, OSC initiated a series of premium quality products such as
cookies, cakery and confectionery, each reflecting the colourful history and culture of Singapore. The mission for OSC is to preserve the traditions of Singapore’s rich culinary heritage in a fast moving environment.
With a primary target audience of Singaporeans and Singapore’s tourists and visitors to bring home the taste and experience of Singapore. Beside ensuring premium quality, the flavour profile of each delicate OSC product is intricately balanced to achieve the taste that epitomizes the distinct Singapore palate, encapsulating the essence of the diverse culture of Singapore, infused with a reminiscent of a colonial past.
THE JOURNEY OF OSC
1965: Seng Choong Confectionery, a household name in Marine Parade, known for its old school butter cakes, black forest cakes, and apple pies.
2016: Old Seng Choong was created and launched as an online store, with heritage recipes and nostalgic flavors, in tribute to Chef Daniel’s late father.
2018: Opening of Old Seng Choong Clarke Quay, 1st brick and mortar retail concept.
2019: Opening of Old Seng Choong @ MBS.
2020: OSC’s very first Facebook Live.
2023: Opening of Old Seng Choong First Bake-off Concept store @ Paragon. Followed by Changi Airport Terminal 2 and 4.