Singapore, 06 January 2025 – Chinese New Year, also known as Spring Festival, is a time to celebrate the essence of family, tradition, and new beginnings. As one of the most significant events in the Chinese calendar, the festive celebration is an opportunity to honour the bonds that unite loved ones and the rich cultural heritage passed down through generations. During this festive season, sharing heartfelt wishes for good fortune, good health, and happiness is a meaningful tradition, reinforcing the importance of auspicious blessings for the new year.
At Old Seng Choong, Chinese New Year holds a deep significance. As a homegrown brand that was founded to honour the legacy of the founder, Daniel Tay’s father, who dedicated over 30 years to his craft as a skilled baker and confectioner, this history continues to inspire Old Seng Choong’s commitment to creating traditional festive treats that bring families together for life’s most memorable celebrations.
Chinese New Year is a time to reflect on the importance of family, unity, and tradition. These are values that have been at the heart of Old Seng Choong since its founding. The thoughtfully crafted festive collection is designed not only to delight the taste buds but also to serve as a heartfelt reminder of the precious moments shared with family and friends during this meaningful time of the year.
One of the most common offerings to grace the Chinese New Year table is chicken as the romanised Chinese word for chicken, “Ji”(鸡), is a homonym for good luck. There are many ways to enjoy this delicacy, it can be steamed, poached, braised, roasted, fried, smoked, or even better – the ultimate elevated twist with the creation of savoury chicken cookies. A new addition to Old Seng Choong’s Chinese New Year collection, the Emperor Herbal Chicken Cookies enriched with rich herbal aroma of Chinese angelica, wolfberry, and chuan xiong rhizome, a traditional Chinese herb derived from the root of the Ligusticum striatum plant. With a majestic golden dragon set against a modern red background, this delightful treat with the selling price of $26.80 makes the perfect gift to share with family, friends, and colleagues, expressing well wishes for a prosperous and happy year ahead.
The Old Seng Choong Assorted Pineapple Tarts come in a box of 12 sizable pieces, shaped like ingots and pineapples, and also include the popular Original Pineapple Tarts and Truffle Bak Kwa Pineapple Tarts. Ideal for gifting or to serve after a hearty Chinese New Year reunion meal.
Old Seng Choong Pineapple Tarts (Box of 12 pieces):
● Original Pineapple Tarts – $38.80
● Truffle Bak Kwa Pineapple Tarts – $45.80
● Kumquat Pineapple Tarts – $42.80
● Assorted Pineapple Tarts – $42.80
Bak Kwa, another must-have during Chinese New Year and a popular snack enjoyed year-round. Old Seng Choong’s special blend of in-house sauce expertly marinates and barbecues the thinly sliced jerky, enhancing its rich flavour. Individually vacuum-packed to preserve the juiciness and tenderness, each set is elegantly packaged in a box adorned with vibrant Peony flowers in auspicious colours like red and pink, making it a perfect souvenir when visiting loved ones this festive season.
Old Seng Choong Bak Kwa (Box of 480g):
● Traditional Bak Kwa – $42.80
● Truffle Bak Kwa – $48.80
In addition to the classics, Old Seng Choong is renowned for its dedication to bringing back traditional auspicious dishes that evoke a sense of nostalgia with every bite. Snacks like Nian Gao and Red Date Cake, which are traditionally enjoyed during Chinese New Year, symbolise abundance and progress, and are consumed in hopes of starting the new year on a positive note.
Old Seng Choong Traditional Chinese New Year Treats:
● Traditional Carrot Cake (700g) – $38.80
● Traditional Yam Cake (700g) – $38.80
● Traditional Red Date Cake (700g) – $38.80
● Traditional Nian Gao (700g) – $38.80
● Kueh Lapis (450g) – $42.80
● Prune Kueh Lapis (450g) – $48.80
The Old Seng Choong traditional Chinese New Year treats such as the Traditional Yam Cake, Carrot Cake, Nian Gao, etc. are available for pre-order while the other selections can be purchased both in-stores and on Old Seng Choong’s official website. Collection of the traditional Chinese New Year treats begins from 16 January 2025 onwards.
Special Promotion:
● Old Seng Choong Wheel of Huat: For any purchase of $88 and above, customers will stand a chance to win prizes through the Wheel of Huat
● Old Seng Choong Chinese New Year Bear: For any purchase of $188 and above, customers will receive a limited-edition Old Seng Choong bear all dressed up in traditional Chinese costume
