When local pastry chef Daniel Tay took over the reins of Seng Choong Confectionery from his father in 1995, he didn't expect it to fold within a year. 20 years on, Tay is determined to hang the 31-year-old confectionery's signboard up again — albeit a virtual one. While Old Seng Choong, which draws its name from the orginal Seng Choong Confectionery in Marine Parade, proffers a slew of traditional festive treats, the modern-day revival of the business takes on an e-commerce model.
When the website launches on 11 January, customers can place their orders for traditional confectioneries the likes of carrot cake, yam cake, red date cake, and nian gao. Each item is packed in a handsome box sporting a vintage floral motif — perfect for gifting this Chinese New Year.
Of particular note is the red date cake, which sees the flesh of Chinese dates steamed with raw sugar before it's sieved into a smooth paste. The paste is then combined with tapioca flour and steamed to form a flavourful, chewy kueh.
Speaking about Old Seng Choong, Tay said: "...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."