Old Seng Choong is a beloved heritage brand in Singapore, founded in 1965 as Seng Choong Confectionery. With a mission to relish the taste and revere the traditions of Singapore, the brand offers a range of premium quality products including cookies, cakery creations, and confectionery, all inspired by the colorful history and culture of Singapore. As a testament to its commitment to preserving Singapore's culinary heritage, Old Seng Choong intricately balances the flavor profiles of each product to capture the distinct Singapore palate.

The brand aims to bring the taste and experience of Singapore to Singaporeans, tourists, and visitors alike. The journey of Old Seng Choong has been one of growth and success. It started as an online store in 2016, paying tribute to Chef Daniel's late father and his heritage recipes.

Since then, Old Seng Choong has opened brick and mortar retail concepts in Clarke Quay and Marina Bay Sands. With an upcoming expansion in 2023, including the opening of outlets in Paragon, CAG T4, and T2, Old Seng Choong continues to be a popular destination for those seeking a taste of Singapore's rich culinary traditions. Stay up to date with Old Seng Choong's special offers, new product launches, and events by subscribing to their newsletter