This eponymous new concept is especially poignant for Daniel Tay, 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. Old Seng Choong pays homage to his father and the confectionery that sparked his culinary ambitions. The brand focuses on traditional festive treats to accompany every momentous occasion and celebration in life. Aside from rolling out promotional items for calendar events such as Mooncake Festival and Chinese New Year, Old Seng Choong will also launch old school bakes with a more nostalgic slant.
