WIN 3 boxes of Assorted Pineapple Tarts ($23.80 each)!
- Name one of the Old Seng Choong’s delicious and nostalgic Lunar New Year cakes. Email your winning answer and full contact details to firstname.lastname@example.org
Contest will end on 20th January 2016, Wednesday! 3 winners will be announced. Self collections will be arranged at Raffles Xchange.
Traditional festive bakes and cakes for every time-honoured occasion
Founded by renowned local pastry chef Daniel Tay, Old Seng Choong offers traditional treats to celebrate every joyous occasion. The launch of this brand is timed to coincide with the coming Chinese New Year festivities; its e-commerce website (www.oldsengchoong.com) will debut on 11 January 2016 with a collection of four goodies – Carrot Cake, Yam Cake, Red Date Cake and Nian Gao.
This eponymous new concept is especially poignant for Daniel, who created it as a tribute to his father, a baker and confectioner himself for over 30 years. It is named after the well-loved Seng Choong Confectionery, which was established in 1965 and run by Daniel’s parents until its closure in 1996.
“I came on board to expand my father’s business in 1995 but didn’t succeed in doing so then. I’ve always regretted that. Now, after spending the past two decades further honing my skills as a baker and sharpening my business acumen, I’m ready to revive the Seng Choong brand in his honour. And this time, I will do him proud,” says Daniel.
Taking on an e-business model, Old Seng Choong will retail its food products online, where customers can place orders then opt for self-collection or have them delivered to their doorstep (additional charges apply). Aside from rolling out promotional items for calendar events such as Mooncake Festival, Old Seng Choong will also offer customised special occasion cakes and bakes for celebrations such as babies’ full month parties, and milestone 80th and 100th birthdays.
Carrot Cake 萝卜糕 (500g, $23.80)
Whether served steamed or fried, the fragrance of this carrot cake studded with generous pieces of dried shrimp and lup cheong (dried Chinese sausage) is undeniable. To create a cake with more bite, Old Seng Choong uses white radish that is cubed instead of grated. These are steamed till tender before being mixed with premium rice flour.
Yam Cake 芋头糕 (500g, $23.80)
Faithfully-made with a recipe handed down from Daniel’s mother, Old Seng Choong’s peppery yam cake features big chunks of deep-fried tubers embedded in a dense, firm body of rice flour, along with steamed peanuts, dried shrimp, fried shallots and slivers of dried shiitake mushrooms. Thai yams are specially selected for the Old Seng Choong version for their superior flavour and texture.
Nian Gao 年糕 (540g, $23.80)
An indispensable delicacy at any Lunar New Year celebration is nian gao (year cake), a gooey brown sugar confection that signifies good fortune for the year ahead. This rendition is made less sweet – perfect for the health-conscious, and lends itself well to steaming or pan-frying.
Original Yuan Bao Pineapple Tart ($23.80)
Boasting sweet and tangy pineapple filling baked in buttery, golden-brown pastry, these traditional pineapple tarts are crafted to resemble ingots – the ultimate symbol of fortune and wealth. Individually wrapped and packed in a beautiful floral-motif box, these delicious tarts are the perfect gifts for friends and family this Lunar New Year.
Customers may visit www.oldsengchoong.com to place their orders for Old Seng Choong’s Chinese New Year cakes from 11 January to 6 February 2016. The cakes will also be sold at the following fairs; no advance order is needed:
AMK Hub (25 Jan – 6 Feb) Bugis Junction (18 Jan – 6 Feb) Causeway Point (25 Jan – 6 Feb) Century Square (22 Jan – 6 Feb) Heartland Mall (29 Jan – 6 Feb) Junction 8 (25 Jan – 6 Feb) Jurong Point (18 Jan – 6 Feb) Novena Square (22 Jan – 6 Feb) Parkway Parade (25 Jan – 6 Feb) Raffles Exchange (11 Jan – 5 Feb) Waterway Punggol (25 Jan – 6 Feb)
For orders placed online:
11 Jan to 6 Feb: 30% discount
For purchases made at Old Seng Choong fair booths:
11 Jan to 24 Jan: 20% discount 25 Jan to 31 Jan: 15% discount 1 Feb to 6 Feb 10% discount