Old Seng Choong Bakery Opens First Overseas Store in Hong Kong, Expanding Global Presence

Singapore heritage-inspired bakery brand Old Seng Choong opens first overseas store in Hong Kong

Invest Hong Kong (InvestHK) announced today (March 10) that Singapore's heritage-inspired bakery brand, Old Seng Choong, has opened its first overseas store in Central. The new store is co-launched by the brand and OCBC Bank (Hong Kong) with a "Bank × Retail" concept, marking a significant milestone in the brand's global expansion and reinforcing Hong Kong's appeal as a launchpad for Asian consumer brands seeking regional growth.

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.

To download photos, please visit: www.flickr.com/photos/investhk/albums/72177720332302430/.

Invest Hong Kong announced today (March 10) that Singapore's heritage-inspired bakery brand, Old Seng Choong, has opened its first overseas store in Central. Photo shows the new store in Central. Source: HKSAR Government Press Releases

Invest Hong Kong (InvestHK) announced today (March 10) that Singapore's heritage-inspired bakery brand, Old Seng Choong, has opened its first overseas store in Central. Photo shows (from right) the Head of Consumer and Hospitality of InvestHK, Ms Sindy Wong; the Group Chief Operating Officer of Old Seng Choong, Ms Adeline Loh; the Founder of Old Seng Choong, Mr Daniel Tay; the General Manager of Old Seng Choong (Hong Kong) Limited, Mr George Wong; and Senior Vice President, Consumer and Hospitality of InvestHK, Ms Jenny Hui, at the new store in Central. Source: HKSAR Government Press Releases

Extension of opening hours and special traffic arrangements of FEHD's columbaria during Ching Ming Festival

The Food and Environmental Hygiene Department (FEHD) today (March 10) announced that in order to facilitate grave sweepers and ease crowding, the opening hours of its columbaria will be extended to 7am to 7pm during the Ching Ming Festival period (i.e. from March 14 to April 19). The department appealed to grave sweepers to avoid grave-sweeping activities during the peak period on the day of the Ching Ming Festival (April 5) and to pay tribute to ancestors over a wider period before and after the festival.

The FEHD also reminded grave sweepers to pay attention to the special traffic and transport arrangements implemented during the Ching Ming Festival. Except for permitted vehicles, all vehicles are prohibited from entering FEHD cemeteries and columbaria while the special traffic and transport arrangements are in operation. Details of the special traffic and transport arrangements in the vicinity of cemeteries and columbaria are available on the Transport Department website (www.td.gov.hk). In addition, the escalator adjacent to the Cape Collinson-San Ha Columbarium has been opened for public use.

As heavy usage of joss paper burners (JPBs) at the Tsang Tsui Columbarium and Cape Collinson-San Ha Columbarium is expected during the peak sweeping period, no walk-in queuing for the JPBs will be allowed at both columbaria on Saturdays, Sundays and public holidays during the above-mentioned Ching Ming Festival period. Members of the public are required to make an advance online appointment via the FEHD website (www.fehd.gov.hk/english/cc/notice.html) or obtain a queue ticket on-site on the day of their visit at the two columbaria. For details of the JPB arrangements, please visit the FEHD website.

The FEHD reminds the public that the Shek Mun Columbarium and Garden of Remembrance in Sha Tin commissioned last September implements a "smoke-free worship" environment. Burning of joss sticks and paper offerings is strictly prohibited throughout the premises, and no related facilities are provided. The public is encouraged to pay tribute with fresh flowers instead of traditional offerings to help preserve the peaceful and dignified atmosphere of the site.

Green burial allows the environment to thrive and love to endure. Members of the public can register their wishes for a green burial through the Green Burial Central Register (www.greenburial.gov.hk). Registration is simple and free of charge. Members of the public can also pay tribute to their loved ones through the Internet Memorial Service webpage (www.memorial.gov.hk) and its mobile application. During the Ching Ming Festival, a "Green Burial, Love Living On" exhibition will be held on the G/F of the Tsang Tsui Columbarium. All are welcome to visit free of charge. Throughout the exhibition period, a food kiosk will be set up to provide food and beverages for sale.

Source: AI-found images