ABOUT US

Old Seng Choong

MISSION
Relishing our Taste. Revering our Traditions.

PROMISE
Savour Singapore heritage in every bite

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.

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HERITAGE & CRAFT

Preserving tradition with a modern twist – that's the essence of Old Seng Choong. Founded by Chef Daniel Tay, a celebrated baker with over 25 years of culinary expertise, Old Seng Choong pays tribute to Singapore’s rich heritage through its handcrafted treats. Each creation is a labor of love, blending time-honored recipes with contemporary artistry. From our iconic Pandan Coconut Cookies to festive favorites like Pineapple Tarts and Mooncakes, every bite is a celebration of flavor and craftsmanship. Chef Daniel Tay’s passion for perfection shines in every detail, making Old Seng Choong a true taste of tradition. This brand is especially poignant for Daniel Tay, who created it as a tribute to his father, a baker, and confectioner for over 30 years.

OSC IN THE SPOTLIGHT

Discover why Old Seng Choong has been making waves! We’ve been featured in various articles, sharing our passion for crafting the finest traditional treats. Find out more and read the full stories on our Blog page.

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Old Seng Choong Pte Ltd
GST REG. NO. 201540527H
2025 All rights reserved.

Old Seng Choong Pte Ltd
GST REG. NO. 201540527H
2024 All rights reserved.