Associate Director-General of Investment Promotion of InvestHK Mr Arnold Lau said, "We warmly welcome Old Seng Choong to Hong Kong as it establishes its first overseas presence. As an international retail and food hub where Eastern and Western cultures converge, together with our diverse and sophisticated consumer base, Hong Kong is an ideal launchpad for heritage brands to expand into overseas markets. We look forward to supporting the brand's continued growth in Hong Kong and beyond."
Founded by renowned Singaporean pastry chef Daniel Tay, Old Seng Choong was created as a tribute to his father's Seng Choong Confectionery established in 1965. The brand offers modern interpretations of traditional flavours and currently operates five outlets in Singapore. The Hong Kong store introduces a curated selection of the brand's signature offerings, including Singapore Pandan Chiffon Cake, Traditional Kueh Lapis, and Premium Heritage-inspired Cookie Collections.
The General Manager of Old Seng Choong (Hong Kong) Limited, Mr George Wong, said, "Hong Kong is a strategic growth market for Old Seng Choong, as it shares cultural similarities with Singapore - including an appreciation for heritage flavours, a strong premium gifting culture, and a cosmopolitan consumer base - making it a natural fit for our products and brand positioning. The launch of our Hong Kong store will attract customers seeking to experience the brand's signature Singaporean flavours - particularly its Pandan Chiffon Cake and Premium Cookies, both well-loved among Hong Kong consumers familiar with Singapore's gifting culture."
He added, "We will leverage Hong Kong as a strategic hub to gradually reach consumers on the Chinese Mainland, using the city's connectivity and retail ecosystem to support regional growth. The Hong Kong team will continue to strengthen local partnerships, enhance marketing initiatives, and tailor products to local tastes, ensuring a premium, culturally resonant brand experience for Hong Kong consumers and beyond."
For more information about Old Seng Choong, please visit: www.oldsengchoong.com.
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